WPP has acquired New Commercial Arts (NCA), a fast-growing independent creative and customer experience agency, to bolster Ogilvy’s UK operations. NCA will join Ogilvy’s global network, further driving momentum in the UK market.
Founded in 2020 by industry veterans James Murphy and David Golding, NCA rapidly became one of the leading agencies in the UK. The agency has worked with major clients like Sainsbury’s, Vodafone, and Alzheimer’s Society. Murphy, who will serve as CEO of Ogilvy Group UK, marks his return to Ogilvy, where he began his career.
Mark Read, CEO of WPP, praised the acquisition: “NCA’s impressive client base and capabilities make it highly complementary to Ogilvy, and this partnership will drive growth for both our clients and business.”
Fiona Gordon, current CEO of Ogilvy UK, will transition to a global role as CEO of Advertising at Ogilvy, collaborating closely with Ogilvy’s global leadership team to expand the agency’s creative impact.
Impact on Ogilvy’s strategy?
The acquisition of New Commercial Arts (NCA) by WPP, integrating it into Ogilvy’s global creative network, is set to significantly enhance Ogilvy’s strategy in several key ways:
- Strengthened UK Market Presence: NCA’s rapid growth and prominent client portfolio, which includes brands like Sainsbury’s, Vodafone, and MoneySuperMarket, will help Ogilvy further solidify its leadership in the UK creative industry. By merging NCA with Ogilvy UK, the agency aims to leverage NCA’s fresh approach and strong client relationships to deepen its influence in the local market.
- Expanded Creative Capabilities: NCA brings a strong focus on customer experience alongside creative services, allowing Ogilvy to offer more integrated solutions. This aligns with Ogilvy’s push toward combining creative, digital, and experiential marketing under one roof, reinforcing its ability to deliver end-to-end brand solutions for clients.
- Leadership Synergies: With James Murphy, a respected figure in UK advertising, becoming CEO of Ogilvy Group UK, his leadership experience and industry insight will be instrumental in driving innovation and growth. His focus on “unlocking collective potential” will likely enhance Ogilvy’s competitive edge in both creativity and business growth.
- Access to New Tools and Technologies: NCA’s integration will provide Ogilvy access to enhanced data, AI, and digital tools from WPP’s broader network, including WPP Open. This will allow Ogilvy to strengthen its offerings in emerging areas like influencer marketing, PR, and commerce, supporting its goal to evolve as a tech-driven, innovative agency.
- Enhanced Global-Local Collaboration: With Fiona Gordon transitioning to a global leadership role, Ogilvy’s UK operations will be strategically aligned with its global vision. This enables better collaboration between Ogilvy’s UK teams and its global creative network, ensuring a seamless exchange of creative excellence and business strategy across markets.
Overall, the acquisition strengthens Ogilvy’s strategy of combining creative excellence with data-driven, customer-focused solutions, positioning it as a more agile and comprehensive partner for clients navigating today’s dynamic market.
