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OgilvyOne Asia names Jerry Smith as regional president
MUMBAI: Digital and direct marketing agency OgilvyOne Asia-Pacific has appointed Jerry Smith as its new regional president. Smith will be based in Hong Kong and will also join the OgilvyOne Worldwide Board. His new role takes effect immediately.
In his new role, Smith will oversee the OgilvyOne operations in 12 local markets across the region. This will involve oversight of all aspects of the OgilvyOne business, which includes a consulting division, digital labs (in Singapore and China), the digital media operation, Neo@Ogilvy, which will continue to be run by Neo@Ogilvy‘s Asia president Susana Tsui and a large number of digital and direct marketing specialists.
The current OgilvyOne Asia president Kent Wertime will now take on the role of chairman of OgilvyOne Asia while he continues his current responsibilities as Ogilvy Japan president.
Smith is a long-term Ogilvy Asia veteran, having worked previously as COO of OgilvyOne Asia and more recently as chairman of Ogilvy‘s Red Works operations.
Said Ogilvy & Mather Asia chairman Tim Isaac, “Jerry has made many significant contributions to Ogilvy over several years. He is both an Ogilvy thought leader as well as an important commercial leader of our business.”
Ogilvy & Mather Asia CEO Paul Heath noted that Smith is the perfect pick to lead OgilvyOne Asia since the group‘s growth will come from ongoing expansion of its capabilities in new areas of the business. “Jerry has a mission to ensure that OgilvyOne extends its market leadership position at a time when clients are increasing their digital marketing commitments – and need informed agency guidance on the most effective ways to connect with Asian consumers.”
Smith‘s appointment comes at an important time for OgilvyOne Asia. The regional network continues to expand its operations in the region in-line with the growth of digital marketing, analytics, and offshoring demands from clients.
Kent Wertime commented, “I am happy that Jerry is taking on leadership of the OgilvyOne Asia, as I know he will drive the next chapter of OgilvyOne‘s growth in Asia. In the coming several months, OgilvyOne will continue to have more news to share as it expands in areas such as digital consulting, digital production, mobile, and other areas of client need.”
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
