OgilvyOne, as its website states, believes in building relationships with customers that last a lifetime. With the hot accounts like Reader’s Digest, The Economist and CISCO, the group would certainly want relationships with their new clients to last a lifetime.
Kaizad Pardiwala, Manager – West, OgilvyOne Worldwide, asserts, “All the three brands are very prestigious and we are delighted to be working with them.”
“There was a four-way pitch for Reader’s Digest. The participating agencies for the pitch were iContract, Thompson Connect, McCann and OgilvyOne,” says Pardiwala. Reader’s Digest has had an in-house arrangement earlier till they felt the need to hire an external agency.
CISCO and The Economist were rather easy prey as OgilvyOne was already working with both of them in the Asia Pacific region. Here, Pardiwala puts things in perspective. “The two brands were not under any compulsion to work with the agency in India as well. They invited us for a briefing and that was it. The month-end will see the unveiling of the campaign and it will be a 360-degree communication for the brands,” he says.
OgilvyOne is the direct marketing arm of O&M in India. In October last year, ING Vysya Life Insurance, Nicholas Piramal and Tata Telecom had moved their direct marketing businesses to OgilvyOne. The company also has names like IBM, Nestle, Hutch, FedEx, American Express and Madura Coats in its kitty.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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