Exclusive: Liana Rossi departs Ogilvy as head of culture and influence

Ogilvy's head of culture and influence, Liana Rossi, has departed the creative network to set up her own consultancy practice, Mediaweek can reveal.

Ogilvy confirmed with Mediaweek that Rossi left the business several months ago and is now working as an independent consultant.

“While we’re sad that Liana decided to leave, we also respect her wishes to work independently on a range of different creative projects," said CEO Ogilvy PR and Ogilvy Health, Richard Brett.

"Since joining Ogilvy more than two years ago, Liana has made an enormous contribution to the business, our creative approach and focus on cultural insights. She will be missed, but remains a good friend of the agency, and we already have plans to work with her in the future in her capacity as a consultant.”

Rossi said of her departure: “After two action packed years at Ogilvy – working with incredible clients and the whip-smart Ogilvy team on earned, culture and influence led creative – I have decided to take the leap and get my own show on the road.

"For over a decade, I've found immense satisfaction in collaborating with and nurturing emerging makers and creators. Engaging in culture is who I am, as such my consultancy practice is working with agencies and in-house teams, as well as early career-artists and commercial gallerists.

“I’m very grateful to have the support of and mentors in Richard Brett, Toby Talbot and Bridget Jung, as well as all the other legends.”

Rossi, also known for her appearances on ABC's Gruen, began her agency career at Present Company. Her early work included contributing to Sydney’s cultural scene through street publications, fashion blogs, and collaborations with emerging designers and artists.

She joined Ogilvy in 2022 as head of culture and influencer, a newly-created role, following five years as head of content at MONA, Australia’s largest privately-owned museum.

Before MONA, Rossi worked on social and activation projects at R/GA, Revolver, Special Group, We Are Social, and DDB Sydney, where she contributed to the Sydney Opera House’s #comeonin campaign. She has also worked on projects for the FOMA Festival, Air Mofo, Moo Brew, Moorilla, and Domaine A wineries.

Rossi departs amidst a series of recent hires at Ogilvy. In May, the network announced the appointment of BMF’s Lisa Down and Leila Cranswick as joint creative directors for its Sydney office. The following month, it announced Sophie Paterson had joined Ogilvy PR in the newly created role of head of gaming and entertainment.

Fran Clayton has also recently started at the agency as chief strategy officer.

See also:
Ogilvy Sydney taps BMF’s Lisa Down and Leila Cranswick as joint CDs
Sophie Paterson joins Ogilvy PR as head of gaming and entertainment

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Top image: Liana Rossi