Top Story


Home >> International >> Article

International: Ogilvy realigns ‘activation services’ shops

Font Size   16
International: Ogilvy realigns ‘activation services’ shops

The Ogilvy Group is the latest major agency group to realign its so-called activation services in hopes of better serving its clients.

The resulting entity, OgilvyAction, is a 36-country, 1,000-employee hybrid of branding-and-behavior specialist 141 Worldwide (which in some non-US markets will remain distinct from OgilvyAction), promotional shop BEN Marketing, 141XM (digital), 141Premiere (sports and entertainment), 141Boomerang (field-marketing), and Red (retail design), as well as Ogilvy’s shopper and trade-marketing teams.

More seats at table

“We’ve always promised our clients a media-neutral solution, but all of these functions have always been scattered about,” said 25-year Ogilvy veteran Rick Roth, OgilvyAction’s CEO. “It’s gotten better, but if we are going to be honest, we need all of these functions to have a seat at the table. Having one person who owns the relationship decide who should be deployed just doesn’t work.”

Roth, who most recently was CEO of 141 Worldwide, stressed that although these services were being brought under the Ogilvy brand, they were not being absorbed by creative agency Ogilvy & Mather in the same way that Publicis Groupe siblings Leo Burnett and Arc were recently brought together under common executive leadership.

“We’re keeping these distinct for a reason. We have no expectation and no plan to allow these services to just dissolve in to Ogilvy,” he added.

Six North American offices

OgilvyAction is based in New York, and also has North American offices in Chicago, Atlanta, Stamford, Connecticut, Honolulu and Toronto. Jay Farrell, former North American CE0 for 141 Worldwide, will be the CEO of OgilvyAction North America.

In a statement, Ogilvy & Mather CEO, Shelly Lazarus, said, “With activation becoming an increasing need among our clients globally, it just makes sense to bring this important business closer to the Ogilvy brand.”



Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.