Publicis snares Ogilvy CEO Andrew Baxter for Australia CEO role – replaces Joe Pollard who resigns after only 18 months at troubled network

Publicis Worldwide has lured Ogilvy Australia CEO Andrew Baxter (left) as CEO, Australia following the departure of Joe Pollard (below) – who has been in the role at the troubled network for only 18 months – who has decided to leave for “personal reasons”, according to a statement.

CB understands that until Baxter comes on board – probably in a few months – Tim Parker, most recently CEO at Naked Communications – has been brought in as temporary national MD.

Baxter will direct the operations of Publicis Worldwide in Australia, which counts collectively 450 staffers across diverse businesses in Sydney, Melbourne and Brisbane. (Around 160 staff are employed at the three ad agencies, while most of the rest are at the Publicis-owned CRM business – with major client Qantas – in Melbourne). Baxter will also be a member of the Publicis Worldwide Global Management Team.

When Baxter joins he will be reuniting with Publicis Mojo national ECD Grant Rutherford, who came on board in June last year, who worked with Baxter while they both were at Y&R Melbourne in the late 90s and early 2000’s.

Says Arthur Sadoun, CEO of Publicis Worldwide: “Andrew’s appointment is an important move for Publicis Worldwide as he brings tremendous leadership to this important market that will allow us to continue delivering the best services to our clients.

“I would like to thank Joe for the great work she has done up to this point in leading our operations in Australia.”

“Andrew brings a unique combination of strong client relationships at the most senior levels, an impressive track record in business growth and clear abilities to innovate ahead of market trends,” says Loris Nold, CEO of Asia Pacific for Publicis Worldwide, who arrived in Sydney this morning. “I expect he will contribute significantly to the region as we drive regional connectivity for the benefit of our clients.”

Nold told CB by phone this morning: “Joe is one of the most professional people I’ve ever dealt with and she will stay in the Publicis family, the door will always be open. This succession plan was done with Joe and Grant fully involved. Grant has a close working relationship with Joe, who has grown the business significantly over the last year. We’re growing at a double digit rate, which is quite spectacular compared to other regions.

“It’s a very different place to where it was when she joined. It’s a lot more diversified and has huge potential for adding even more connectivity in the future. And we’re pitching and winning business against the top creative agencies in Australia. New business activity is the busiest we’ve seen in years.”

Adds Nold (left): “Grant and Andrew go way back. There was no other choice of CEO for us, Grant is extremely excited about working again with Andrew – or ‘Billy’ as Grant calls him – again.”

Adds Rutherford (below): “I worked with Billy for five years at Y&R. He’s the most impressive account person I’ve worked with and knows the business inside out.”

Says Baxter: “This is a great honour for me and I would like to thank Arthur and Loris for their confidence. Publicis Worldwide has ambitious plans for the Australian market, which are completely in line with my professional ambitions.

“Our Australian business is in very good shape and I’m looking forward to evolving it further to meet the needs of the brands and marketers it currently serves, as well as prospective clients.”

Mike Connaghan, CEO, STW Group said: “Ogilvy is in outstanding shape and delivering great results to its clients. It has always been known for an absolute passion for driving the best client results and it will continue to deliver this throughout this period of transitional change.

“I will work closely with Ogilvy’s senior management team to provide additional support and guidance until we can make an announcement regarding Andrew’s replacement.”

“We look forward to making that announcement in due course.”

For the past three years, Baxter held the role of CEO of Ogilvy Australia, where he supervised the launch and development of businesses specialising in advertising, direct marketing, digital, activation, digital media, brand strategy, photography and video, design and ethnic communications. During his tenure, major award-winning and now globally famous campaigns ‘Share a Coke’ and AAMI’s ‘Rhonda and Ketut’ were launched. He worked at Ogilvy for a total of nine years in both Melbourne and Sydney, where he held numerous senior business management positions prior to is appointment as CEO.

In June 2012 Pollard replaced Publicis Mojo partners Nicholas Davie and chairman Graeme Wills, who both sold their share in Mojo to Publicis earlier that year.

Before Publicis, Pollard was CEO of ninemsn for three years. She worked at Nike Inc. for 10 years and held positions as Global Director of Media, Digital and Brand Content and Chief Marketing Officer of Nike Japan.