Fergus Hay has been appointed as CEO and partner at Leagas Delaney

Leagas Delaney has appointed Ogilvy Asia-Pacific’s Fergus Hay as its chief executive and partner.

Hay was most recently based in Singapore as Social@Ogilvy’s managing director for Asia-Pacific and managing director of global brand management for Ogilvy Asia-Pacific.

Hay has been tasked with leading Leagas Delaney alongside the agency’s chairman and co-founder Tim Delaney and help ‘transform’ the business, updating it to compete in the modern landscape.

“The challenge is that the thinking [at Leagas Delaney] is world-class, but the creative product hasn’t moved beyond ad and print. Tim Delaney said, ‘I need to think about the future legacy’,” Hay said.

Hay outlined the goal of turning LeagasDelaney into the best creative shop in London. This involves ensuring the agency has all skills it needs.

The agency will adopt a variable model that works with the best specialists. “We will appoint strong leaders that will lead expert teams adapted to the clients and projects we’re working with,” Hay said.