The Ogilvy Group has announced the launch of its worldwide activation company OgilvyAction. The unit, specialised in ‘Last Mile’ brand communication, will be overseen by Rick Roth as its CEO. The new unit will provide a full range of last mile activation services globally and will comprise Ogilvy Activation’s existing capabilities such as Ogilvy Live, Ogilvy Outreach, Ogilvy Landscapes, Ogilvy Sport and Ogilvy Signscapes.
While OgilvyAction is headquartered in New York, in India it will operate out of six cities – Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Chennai.
Commenting about the service, Roth said, “In today's cluttered and competitive world, marketers need to find new ways to connect their brands to the real lives of their customers and the business needs of their trade customers.”
“With studies showing that nearly 70 per cent of purchase decisions are made near or in the store, OgilvyAction plans to reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase”, added Roth.
“With activation becoming an increasing need among our clients globally, it just makes sense to bring this important business closer to the Ogilvy brand,” said Shelly Lazarus, Chairman and CEO, O&M. “For any brand to be successful today, it needs to surprise, delight and build deep, loyal connections with its consumers. The activation offering of OgilvyAction will enable clients to do that.”
Pratap Bose, CEO, O&M India, explained, “With the launch of OgilvyAction in India, we will be able to provide our clients cutting-edge global tools in shopper marketing. We will also be able to bring in the best available practices in activation across categories from our global knowledge pool.”