“A No-Brainer to Come on Board”: Christopher Andrews Discusses His Move to Ogilvy Canada
In November, an announcement from Ogilvy and WPP sent reverbs throughout the Canadian advertising scene. Specifically, the industry heavyweight, CEO of Ogilvy Canada and country manager of WPP Canada, Arthur Fleischmann, would be stepping away from both positions at the end of 2024.
However, with this also came an exciting prospect – the role of CEO, come January 2025, would be filled by the one and only Christopher Andrews, an established name in his own right.
With past experience at some of the biggest networks the country has to offer, including TAXI, Leo Burnett, and most recently BBDO (where he served as president and CEO), Christopher brings with him a wealth of expertise, strategic thinking, and most importantly, a deep understanding of the Canadian market. Marking the start of a new chapter for Ogilvy’s Canadian business, he’s eager to bring the power of the network back to the forefront in a market filled with strong independents, and ensure that the agency is ready to evolve at the rapid pace of the industry.
So, to learn how the early integration period has been, what this appointment means for the future of the business, as well as what to expect from his tenure, LBB’s Jordan Won Neufeldt sat down with Christopher for a chat.
LBB> Obviously, the big news is that you’ve just joined Ogilvy Canada, taking on the role of CEO. Congratulations! What inspired this decision, and what does it mean to you?
Christopher> Thank you, that’s very kind! When the opportunity to join the Ogilvy team presented itself, it was a no-brainer to come on board. Ogilvy is a global creative powerhouse, and not only is it one of the most storied brands in our industry’s history – it’s also an incredibly progressive and dynamic company. I got really excited by how Ogilvy is bringing ‘Borderless Creativity’ to market – it’s incredible how connected this network is and how our people and our clients are able to reap the benefits.
LBB> And what are you hoping to accomplish?
Christopher> Ogilvy in Canada is in a great spot – the creative product has been going from strength to strength and there’s nice momentum in both the consumer and health businesses. I think we now have an opportunity to pour a little gasoline on things, as they say, and accelerate our growth and position in the Canadian market.
LBB> Of course, you’re stepping into some very big shoes, taking over the position from the legendary Arthur Fleischmann. How are you working together to make the transition seamless?
Christopher> Those shoes are massive. Everyone in the Canadian industry knows Arthur, and I’m glad to have the opportunity to work with him, even if it’s just through a transition period.
The transition itself has been incredibly smooth. Arthur and I spent quite a bit of time together before I started, so I came into the role well-briefed. He’s been great about being available and accessible to me when I have questions, while handing me the reins and giving me the space to draw my own conclusions on where the needs and opportunities lie.
LBB> This shift marks a new chapter in Ogilvy’s Canadian history. Can the industry at large expect any major shifts in the way things are done? What are you expecting your tenure to look like?
Christopher> Using creativity to solve problems is always going to be at the core of what we do. How we do it, though, will continue to evolve – WPP’s AI platform, ‘Open’, for example, is something we’ll actively put at the heart of our work. Leveraging the technology available to us will be very important.
LBB> Building on this, where do you think Ogilvy’s place is within the Canadian industry at the moment? With all the indie talk, are you pushing to bring the strength of the network back to the fore?
Christopher> We’re going to be ourselves and play to our strengths, which means bringing the power of the network to the forefront. The independents in our market have clearly been very strong in recent years. In many ways, they’ve set the tone and the networks haven’t necessarily capitalised on their own positions. So, we’re going to embrace who we are, leverage our strengths, and demonstrate the competitive advantage we’re bringing to clients. Our proposition is very compelling.
LBB> Speaking of networks, for all your career you’ve worked within various network systems. In your opinion, is there an advantage to this? What’s the big appeal for you?
Christopher> I love being part of a network. At their best, networks offer access to scale, technology, resources and infrastructure that independents just can’t compete with. And they’re filled with an incredibly diverse range of people and experiences to get to know and tap into.
Does that mean networks are perfect and everything’s always easy? Of course not – with scale can come speedbumps – but for me, the benefits of being part of a larger system and group of people far outweigh any challenges that come up.
LBB> Thus far, what has working within the Ogilvy network been like? What sort of resources do you have at your disposal, and how will you be building upon these in the coming year?
Christopher> I’m two weeks in and already blown away by the number of people I’m being connected to, and who are taking time to introduce me to the vast array of people and resources available to us. We all know that modern marketing is evolving at a rapid pace, and the proprietary tools we have access to are really special, impacting everything we do and how we do it, from insight to idea to execution.
LBB> Equally important is the fact that you’ve got access to WPP Campus in Toronto. What has this new working situation been like? Are there major benefits that you’re enjoying?
Christopher> I’m a big fan of the campus. It’s a very modern setup and gives us the best of both worlds – a strong Ogilvy presence with wider WPP colleagues in close proximity. When you’re working with partner agencies in the same building, relationships get established and strengthened more quickly, bigger opportunities arise, and the work just gets better.
LBB> Let’s talk a bit more about you! How would you describe your leadership style, and what can people expect from you in the days to come?
Christopher> I have a shop floor kind of style, meaning I like to be with the teams on the ‘shop floor’ of the agency where everything is happening and all the energy is. I think it’s important to lead from the front. And in these early days, people can expect lots of questions. I’m taking the time to absorb, meet as many people as possible, and ask questions about the work, our clients, how they view the agency – about pretty much everything.
LBB> Considering the fact that you’ve worked at some of Canada’s most esteemed agencies, from TAXI to BBDO, what are some of the most important career lessons you’ve learned that you’ll carry with you to Ogilvy?
Christopher> One of the things I learned early in my career and have carried with me – and that I try to impart on people coming up – is the importance of running to the fires. The assignments that are tough or perhaps not the most glamourous, but are important to the business, are the ones to raise your hand for. Doing that will always get the attention of leadership and get you tapped on the shoulder for greater opportunities.
And, wherever I’ve been and whatever level I’ve been at, what has consistently served me well is caring deeply about and putting great energy into the creative product, working hard to earn confidence in colleagues and clients, and having as much fun as possible along the way. The best agencies I’ve been fortunate to be a part of have, in their own ways, made that central to their business.
LBB> Finally, is there anything you’d like your new peers to know about you, or fun stuff you’d like to share?
Christopher> Telling you would ruin the surprise!
