Ogilvy replaces Eugene Cheong with 2 new creative leads

Ogilvy has hired Reed Collins and Sonal Dabral to lead the agency’s creative efforts throughout Asia Pacific, with Collins continuing his focus on North Asia while Dabral will take on the role of leading the agency’s Southeast and South Asia offices.

Eugene Cheong, who has served as Ogilvy’s chief creative officer in Asia Pacific for the past decade, will be transitioning to a new role that is being finalised in joint conversations with Ogilvy and WPP.

“I am proud of all that we have accomplished over my ten years as regional creative leader for Ogilvy. Our offices, are amongst the hottest in their markets with a few exceptions of course. We have, in my unbiased view, the best team of CCOs and ECDs in the Ogilvy world,” added Cheong.

Piyush Pandey, Worldwide chief creative officer said, “I would like to thank Cheongfor his invaluable contributions throughout his tenure. He is a fantastic creative champion, who has helped Ogilvy shine around the world”. On the appointment of Dabral and Collins, Pandey added “I have great confidence in our next generation of leadership with Reed and Sonal to continue to deliver great creative solutions to all our clients.”

“Reed and Sonal are true Ogilvy giants with modern marketing skills and the right experiences to take the agency into the future. They are both dynamic, inspirational creative talents whose energy and ambition are infectious,” said Ogilvy co-Chief Executives Kent Wertime and Chris Reitermann.

Collins joined Ogilvy in 2013, has since served as chief creative officer in Hong Kong and was announced as chief creative officer, North Asia in 2018. Dabral will remain based in India, where he has held the positions of chief creative officer and vice chairman of South Asia. Collins and Dabral will work closely with Reitermann and Wertime in their business leadership roles, and with Piyush Pandey, as Ogilvy’s chief creative officer, Worldwide.

In July last year, Ogilvy promoted executive creative directors Melvyn Lim and Nicolas Courant to co-chief creative officers in July last year, to replace Cheong as he took on an advisor and mentor role. A month prior to the news, Ogilvy brought together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations under a single, unified group with a common identity, positioning, client service model and P&L. The unified group, which includes a new organisational structure and brand identity, also includes various company sub-brands and specialty brands.

Ogilvy also recently appointed chairman of India, Piyush Pandey, as the agency’s chief creative officer, Worldwide. The position was previously held by Tham Khai Meng, who was fired for misconduct in July 2018. Pandey has been with Ogilvy for over 39 years, rising through the ranks of the organisation and becoming executive chairman and creative director of Ogilvy South Asia. Pandey will retain his duties as chairman of India, while leading the creative team across all Ogilvy offices around the world.

(Read also: Creative Catch-Up: Ogilvy’s Eugene Cheong)