Mat Zucker joins OgilvyOne

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Mat Zucker
Mat Zucker
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Mat Zucker, former executive creative director at digital shops and R/GA, is returning to OgilvyOne as executive creative director. He will report to OgilvyOne's managing director Harvey Kipnis, who says Zucker will lead direct marketing efforts on the digital front for the agency.

A former group CD at the agency, Zucker left OgilvyOne in 2005 for an ECD role at R/GA, where he led creative for Subaru of America and Johnson & Johnson. Most recently, he was vice president, ECD at in New York, where he spearheaded the much discussed, social media-led site redesign for Skittles.

"I was at Ogilvy for nearly 6 years and a big part of me has been shaped by what I did and learned there," says Zucker of the move. "This opportunity has wide support with a fantastic and timely brief: reinterpret – maybe even reinvent – the creative in a modern way. Modern response desperately needs the wisdom of brand, the rigor of direct, and the interactivity and experience of digital. Clients are asking for it, they should expect it, and Ogilvy is better suited than anyone to do it."

Zucker calls direct marketing "a glass half-full." There is, says Zucker, "amazing rigor and intelligence but a huge opportunity to re-infuse the creativity and persuasion that was originally there and then better connect the online and offline, including the new channels which have dialogue and better sustain. If you look at a lot of the winners of the John Caples and Echos from the last few years, you'll see much more creative and integrated work from outside the US than from within it."

Zucker's move back to OgilvyOne follows the installation of new digital leadership at Ogilvy, North America. Three weeks ago, ex-AKQA cco Lars Bastholm joined as the network's first-ever chief digital creative officer.
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