Creativity ‘leaps and bounds’ ahead of the past as Ogilvy names first CX creative director

Creativity today is “leaps and bounds” beyond the traditional departments of the past, the group chairman of Ogilvy Singapore has said, with agencies needing a range of creative specialists to meet the needs of clients.

Joschka Wolf has become Ogilvy Singapore’s first customer experience creative director

Speaking as the agency named its first creative director to oversee customer experience, Chris Riley said creativity has evolved and broadened over the years to leave the old model behind.

“Creativity today is leaps and bounds beyond the traditional creative department of years past,” he said. “Today our vision of creativity is diversified and includes specialists in all forms – be it social, customer experience or technology to name a few.

“So it was only a matter of time before we appointed a dedicated lead creative for our CX team which has seen rapidly rising demand for their expertise and very healthy growth in recent years.”

Chris Riley: our vision of creativity is diversified

Joschka Wolf, who is relocating from Ogilvy Frankfurt, will take the newly created role of customer experience creative director, with immediate effect. He will lead the team that uses data and technology to create customer experiences across all digital platforms.

Wolf will report to Ogilvy Singapore head of customer experience and commerce Tom Voirol, and co-chief creative officer Melvyn Lim.

“We’re eager for our clients to see how Joschka weaves together creativity with qualitative research, deep data, and technology to deliver sophisticated digital experiences for brands,” Riley said.

Wolf said in a statement: “I am thrilled to be in a new market with Ogilvy at a time of great transformation for our brand and industry. I love to experiment with the latest in technology, emotionalise data, and always aiming towards creating relevant, delightful and outstanding products, to make customer journeys remarkable, to make brands matter.”

Ogilvy claimed its Singapore operation has seen double-digit growth, helped by a CX team that has quadrupled in size since 2017.


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