Ogilvy & Mather plans to implement its global business strategy called "360 degrees" which calls for creation of a new post of "brand stewards". The strategy is in various stages of implementation across the world and has now been kicked off in India.
There are several activities revolving around a brand, which ranges from direct marketing to public relations. The brand steward will be responsible for coordinating all these activities.
The idea is to provide synergies to the clients. O&M has not yet finalised how many brands will have brand stewards. The focus will be more on significant ones. But the agency would not mind roping in stewards for smaller brands as well.
O&M, which handles several key brands like Titan, IBM, TVS Scooty, Allen Solly, Lux among others, has recently bagged Midday Multimedia and CRY (for direct marketing).
O&M is putting lot of emphasis on rural marketing. Its rural communication division, Outreach, is also handling social projects like population and education programmes for the government and NGOs.
O&M, which is regarded for its creativity, got five nominations at the recent Cannes ad awards and won two silvers at Clio awards. These highly acclaimed ads include that of Ciba Vision, Post It and Weekender.