The Economist selects BBDO Melbourne for Asia-Pacific markets

The win follows a pitch against incumbent agency-of-record Ogilvy & Mather for Asia.

The news cements BBDO Worldwide's global hold of the account. The Melbourne office will manage Hong Kong, Singapore, Japan, South Korea and Australia. Sister agency AMV BBDO London covers advertising in Europe and the Middle East and BBDO New York is looking after the US market.

Group account director Simon Lamplough will lead the account at BBDO in Melbourne. He previously worked with The Economist in London for four years when he was still at AMV BBDO. According to executive creative director Ant Keogh at the Australian office, the first work is expected to roll out in June.

“For intelligent, creative advertising, The Economist’s work, particularly in Britain, has consistently represented the high-water mark," said Keogh. "We’re looking forward to translating that fantastic heritage south of the equator and, equally, into new media," he added.

The Economist Group saw several management changes in March, with ex-managing director Howard Digby departing and Rob Ferguson coming on board as sales director.