Leo Australia Wins CPA Account from Ogilvy in Second Major Upset
Leo Australia captures CPA Australia's creative account from Ogilvy in a second major upset within 14 months. What this account shift reveals about client-side strategy and agency competition in APAC.
Leo Australia is set to take over the creative account for CPA Australia from Ogilvy Australia, ending a partnership between the accounting body and the WPP-owned agency that lasted nearly seven years.
The move marks the second time in roughly 14 months that Leo Australia has won a major account directly from Ogilvy. The Publicis Groupe-owned agency previously captured the Suncorp account from Ogilvy at the end of 2024.
Leo Secures Second Consecutive Win Over Ogilvy
CPA Australia, which represents 174,000 members, confirmed to industry publication Mumbrella that contract negotiations with Leo Australia are underway following a competitive pitch. The organization declined to comment further. Ogilvy did not respond to requests for comment, and Leo Australia redirected inquiries to CPA Australia.
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Ogilvy originally won the CPA Australia account in 2019 alongside several other major account wins that year, including Oreo, Transport for NSW, and ING Bank. The agency made dedicated hires in its Melbourne office in 2021 to strengthen creative direction on the account and delivered the "Be Ready" campaign platform. In 2024, CPA Australia launched a new brand platform titled "CPA. Three letters to limitless."
Two Account Losses Arrive During a Strong Awards Period for Ogilvy
The account transition comes at a notable moment for Ogilvy's regional performance. At the APAC Effies 2025, Ogilvy took home 24 total awards, including seven Golds, five Silvers, and 12 Bronzes, earning the title of Agency Network of the Year. Leo placed second with eight total awards, including four Golds and four Bronzes.
Both Leo Sydney and Ogilvy Sydney produced Gold-winning work at the same awards. The account shift from Ogilvy to Leo does not reflect a gap in creative effectiveness. It points instead to client-side factors such as strategic reassessment, pitch outcomes, or relationship dynamics.
Background: CPA Australia's Brand Rehabilitation and Agency History
CPA Australia's relationship with Ogilvy began after a period of reputational difficulty. In 2017, the Australian Financial Review revealed that the organization had been spending millions of dollars annually to promote then-CEO Alex Malley personally, including funding a television program on Nine network. Ogilvy was appointed in 2019 and tasked with rebuilding the brand's credibility over the following years.
The pending switch to Leo Australia also fits a broader industry pattern. Major accounts won in 2019 are now approaching the five to seven year mark, a period when organizations commonly review their agency relationships. Other accounts Ogilvy won during that same 2019 expansion period may face similar reviews in the near term.
What the Pattern Signals for Asia-Pacific Agency Relationships
For marketing leaders across Asia-Pacific, the sequential account losses point to growing competitive pressure on incumbent agency relationships, regardless of awards performance or tenure. Publicis Groupe's integrated model, which combines creative and media capabilities under one structure, is widely cited as a structural advantage in competitive pitches across the region.
The contract between Leo Australia and CPA Australia has not yet been formally signed. No timeline for completion has been announced.
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