Agency Announces New Organizational Design and New Brand
Identity
NEW YORK, June 5, 2018 /PRNewswire/ -- Ogilvy today
announced the agency's re-founding and new mission to serve as an
integrated creative network that Makes Brands Matter.
Continuing their "Next Chapter" transformation journey, the company
introduced a new organizational structure and brand identity.
"This has been an 18-month journey for our brand and the largest
transformation in the history of our agency," said John Seifert, Chief Executive, The Ogilvy Group.
"To meet the changing needs of our clients, we're taking a bold
step to redefine our company and build a new model for our
industry, which we helped to create over 70 years ago."
The digital revolution has fundamentally disrupted the marketing
industry, impacting consumer behavior, the media landscape and
competition. Ogilvy's plans to respond to these changing dynamics
will reinject the vision, values, and ways of thinking about brands
that David Ogilvy built the agency
on, reaffirming what Ogilvy stands for and believes in – that
brands matter now more than ever.
The integrated Ogilvy brand brings together the three distinct
units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy
Public Relations along with various company sub-brands and
specialty brands under a single, unified group with a common
identity, positioning, client service model and P&L.
This single, unified group (Ogilvy) is built on five key
pillars:
1. New organizational
design: The transformation from a matrix-managed holding
company of sub-brands to one brand represented by twelve crafts and
six core capabilities along with a new operating system:
- Our crafts: Creative, Strategy, Delivery, Client Service, Data,
Finance, Technology, Talent, Business Development, Marketing and
Communications, Administrative, and Production
- Our capabilities: Brand Strategy, Advertising, Customer
Engagement and Commerce, PR and Influence, Digital Transformation,
and Partnerships
2. New consulting offering:
Building on the success of OgilvyRED, an enterprise offering called
Ogilvy Consulting, focused on the areas of Digital Transformation
Consulting, Growth, Business Design and Innovation, will work
horizontally across all of Ogilvy.
3. New brand identity and
design system: A new identity and design system, including a
redesigned company website reflecting the "One Ogilvy" brand.
4. New partnership
model: To lead and manage a truly integrated network
business model, we are establishing a formalized global partnership
structure. This will ensure that the diversity of our leadership –
across markets, capabilities, and generations – better represents
our brand for the greater good of the company today and
tomorrow.
5. New global digital
platform: The creation of a knowledge-sharing, professional
development and customized community-networking tool called Connect
– to train our people and bring the right teams together to best
serve our clients.
"Our creativity is the foundation of Ogilvy's global network and
the most powerful competitive advantage that we have," said
Tham Khai Meng, Chief Creative
Officer, The Ogilvy Group. "We are building on the creative
heritage of David Ogilvy to fuel our
future."
Using the common language of ligature, the new Ogilvy logo
represents the agility, collaboration and connectedness that the
brand is uniquely capable of delivering for its clients. The iconic
Ogilvy red has been reintroduced in a brighter Pantone and a
secondary palette of gray, pink, blue and yellow has been added to
emphasize the company's desire to modernize, while maintaining, its
strong heritage. The Ogilvy fonts have also been recut and
customized as Ogilvy Serif and Ogilvy
Sans. In addition, the company's website ogilvy.com
has been redesigned to be a dynamic destination showcasing the
breadth and depth of the agency's creative work, talent and thought
leadership. Ogilvy collaborated with COLLINS, an award-winning branding and design
agency, on the rebrand and launch.
"Today, there are more opportunities than ever before to
shape every aspect of a brand's needs," added Seifert. "The scale
and diversity of our global network is the source of our strength.
At Ogilvy, we design the components of a brand, create
experiences around a brand, and communicate about a brand. Our
new organizational design will empower our people to put clients at
the center and create sustained brand value on behalf of our
clients for years to come."
About Ogilvy
Ogilvy has been producing iconic,
culture-changing marketing campaigns since the day its
founder David Ogilvy opened up shop in 1948. Today, Ogilvy is
an award-winning integrated creative network that makes brands
matter for Fortune Global 500 companies as well as local
businesses across 131 offices in 83 countries. The company
creates experiences, design and communications that shape every
aspect of a brand's needs through six core capabilities:
Brand Strategy, Advertising, Customer Engagement and Commerce, PR
and Influence, Digital Transformation, and
Partnerships. Ogilvy is a WPP company (NYSE:
WPP). For more information, visit http://www.ogilvy.com/,
or follow Ogilvy on Twitter at @Ogilvy and
on Facebook.com/Ogilvy.
Press Contact:
Jennifer Risi
Worldwide Chief Communications Officer, Ogilvy
646-240-6297; jennifer.risi@ogilvy.com
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