WPP‘s acquisition of New Commercial Arts (NCA) marks a strategic move further to boost Ogilvy’s creative dominance in the UK. This partnership integrates NCA’s rapid growth and impressive client portfolio into Ogilvy’s global network, reinforcing both agencies’ positions in the ever-competitive advertising landscape.
Founded in 2020 by James Murphy and David Golding, NCA quickly became one of the UK’s fastest-growing agencies, working with iconic brands such as Sainsbury’s, Vodafone, and Nando’s. By merging NCA with Ogilvy, WPP strengthens its offering, aligning creative excellence with a broader range of services.
James Murphy’s appointment as CEO of Ogilvy Group UK signals a new chapter for the agency. This move brings him back to where his career began and solidifies Ogilvy’s leadership in the market. His prior success with Adam&Eve and NCA highlights his ability to transform brands and drive business growth, a skillset he now brings to Ogilvy’s already thriving UK business.
Devika Bulchandani, Ogilvy’s Global CEO, plays a central role in this transition. Bulchandani, who has made headlines for her vision on the future of advertising, believes in the power of creativity to foster connections between brands and consumers. As an exclusive interview in Merca2.0 noted, her leadership is grounded in societal values, emphasizing the need for businesses to engage with consumers on a deeper emotional level. Her approach extends beyond traditional marketing, focusing on social impact and meaningful connections.
WPP acquires New Commercial Arts
This acquisition aligns with her vision of advertising as a force for positive change. NCA’s integration into Ogilvy opens new opportunities for both agencies, including access to advanced data and AI tools through WPP’s global resources. Bulchandani’s belief in combining cutting-edge technology with human-centered storytelling resonates with this merger’s potential to redefine client creative strategies.
Fiona Gordon’s promotion to Global CEO of Advertising at Ogilvy further strengthens the agency’s global reach. Her leadership has been instrumental in driving Ogilvy’s resurgence in the UK, and in her new role, she will continue to elevate the agency’s creative excellence on the global stage.
WPP’s CEO, Mark Read, sees this merger as an opportunity to build on the strengths of both agencies, enhancing their ability to deliver innovative solutions to clients. The two agencies are set to push the boundaries of what’s possible in the industry by combining NCA’s creative agility with Ogilvy’s vast network and resources.
In a landscape where technology is rapidly transforming advertising, this acquisition represents a bold step forward for WPP and Ogilvy. With leaders like Devika Bulchandani, James Murphy, and Fiona Gordon at the helm, the future of advertising promises to be more innovative, creative, and human-centered than ever before.
