Ogilvy Network announces major strategy team expansion in Melbourne

Ogilvy Network ANZ has made a series of appointments within its Melbourne office.

Paul Arena joins as head of strategy and planning to lead the agency’s strategic offering. Arena joins Ogilvy following stints at TBWA and most recently BWM Isobar. He brings to the role 18 years of experience leading strategy for brands including Toyota, ANZ Kmart, Asahi, Medibank and RACV.

Arena is joined by Mitchell Crowe-Hardy as strategy director from Bastion Experience and Anne Hasegawa as strategic planner, who was previously strategy planner at Saatchi & Saatchi.

Crowe-Hardy brings experience working for brands including Ferrari, Reebok and Bunnings, alongside an understanding of UX from his time working at Hatchd. Hasegawa has worked in marketing and communications for eight years. With a background in food journalism, Hasegawa has been a regular contributor to including Gourmet Traveller and SBS Food.

Also joining the team as strategy planner is Zara Cooper. Cooper joins Ogilvy from BWM Isobar. Cooper has a unique understanding of the fundamental role research plays in the shaping creative that resonates with different cultures from her time working at The Lab.

Says Gavin McMillan, managing director of Ogilvy Melbourne: “It’s exciting for us to have Paul and his team on board. Paul’s an astute thinker and builds great teams of happy planners. He’s the first of a new breed of strategic leaders who grew up in digital strategy and can crack open big, brand strategic breakthroughs.”

Arena adds: “I’m thrilled to join the Ogilvy Melbourne office and be counted among the network’s talented array of strategists. The opportunity to build a new local team, supported by experts in brand, behavioural science, data, and PR is an exciting one. I’m relishing the challenge of attempting to grow a host of wildly diverse and successful client brands.”