SYDNEY, AUSTRALIA: After six months of groundwork, Ogilvy Public
Relations Worldwide has purchased equity in five local PR and public
affairs firms to launch Ogilvy PR in Australia.
A management board led by Ogilvy and WPP partner agency The Singleton
Group in Sydney will head the consortium, which claims market leadership
with projected annual fees of over US dollars 9.5 million.
CEO Bob Seltzer said the agency's association-style foray into Australia
may differ from the typical model of purchasing a full-service agency or
creating an office from scratch, but he said the scattershot approach
works for the Australian market.
'There really aren't many full-service agencies in Australia, so we
decided to try to establish a mechanism with synergies,' said
'I can't think of another model like it.'
Under the umbrella of The Singleton Group, the founding companies
include Howorth Communications, a tech PR firm; Parker & Partners, a
public affairs firm with offices in Canberra and Sydney; Savage &
Horrigan, a corporate and financial communications specialist firm
founded in partnership with Ogilvy PR last year.
An ethnic communications firm and a workplace performance firm, will
also partner with Ogilvy.
Ogilvy PR in Australia plans to add capabilities including brand and
marketing communications, healthcare and biotech this year. New local
clients have already been retained, including Merrill Lynch, American
Express, Pfizer and Unilever.