In its endeavor to consolidate its out of home offerings to clients, Ogilvy & Mather is launching Ogilvy Activation. The new entity would be an integration of the four specialised outdoor divisions. Pratap Bose is named head of the new unit, while J C Giri would be the Country Head.
As per John Goodman, CEO, Ogilvy & Mather India and South Asia, “The last mile communication is very important for advertisers to reach out to the consumer. The new Out of Home (OOH) integrated division is a right step in that direction.”
Ogilvy has four divisions catering to the out of home requirements of advertisers. Ogilvy Landscapes started in 1993 with a clear intent to gain specialisation in the field of outdoor advertising. Ogilvy Signscapes was set up in 2002, breaking into the booming retail visibility and merchandising segment with an objective to effectively communicate to the consumer. Ogilvy Live, the below-the-line communication division was re-shaped into an independent unit in end-2001. The restructuring was undertaken in an effort to make it a one-stop shop for all ground level brand communication needs. Ogilvy Outreach, set up in 1995, has been active in the field of rural communication, fulfilling the needs of clients to reach the media-dark markets.
Though each division, as per Ogilvy sources, is doing well for itself, the decision to bring them together was prompted by the need for synergy in delivering complete 360-degree OOH communication solutions to clients. The purpose behind setting up Ogilvy Activation is to understand, develop and enhance the relationship between a consumer and the brand at the last mile giving Ogilvy the first mover advantage in the area of OOH.
Goodman said, "Our clients want solutions which work even closer with the customer, delivering real sales value. Activation will deliver this promise at the sharp end of marketing."
Bose, the man at the helm of the affairs, is enthusiastic about the future of the industry, “This will change the way that OOH brand communications is executed in India and the region. We will be able to offer the complete spectrum of opportunities and services in the non- traditional area of advertising.”
Giri added, “The inherent talent and current individual strengths of the divisions will help ensure that we remain at the top and clients can continue to expect the best out of us.”
The merger of the four OOH services to form a first of its kind 360o OOH communication offering is an extension of Ogilvy’s 360 brand stewardship program and promises to be a strategically winning formula for Ogilvy in India.
Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather India, is positive that the launch of the new division would not only bring rich dividends for the agency but also for the clients. “The power of synergy is the idea behind Activation. We intend to bring to our clients the brand power that mass media alone can never achieve,” he said.
He further stated that the emergence of the new division would not dilute the equity of the existing units. He stated, “Specialists must contribute to fulfill client need. Clients need specialisation at various levels and touch points. From a specialist we are not turning into a generalist. All the specialised divisions would come together to provide better solutions to clients. Their collective knowledge would be an added asset.”
With an estimated billing of over Rs 225 crore and a team strength of 140 people, Ogilvy Activation catapults into a powerhouse of talent.