OgilvyAction, the below the line (BTL) division of Ogilvy, has revealed its plans to launch a comprehensive retail division in the coming months. The retail offering from Ogilvy would include a retail arm as well as some of the proprietary tools for measurement developed by OgilvyAction in other international markets. The company is reportedly still looking for people for its new offering.
Elaborating on the company’s plans, Anurag Gupta, President, OgilvyAction, said, “In 2008, OgilvyAction would be launching a retail division that would use tools like Shopper Pulse and Market Pulse, which we would be launching sometime soon. These measuring tools could also be used to understand the psyche of shoppers who are visiting the stores, thus enabling us to realise why there is a gain or loss in sales for our clients.”
Stressing on the need for a different communication package vis-à-vis other mediums, Gupta said, “As is know, the consumer sees and uses different mediums differently. Hence, we need to create communication suited for the medium. Activation doesn’t merely mean putting up a stall in a mall or multiplex. It is about giving the brand experience to the consumer. With our expertise and knowledge in the complimentary medium, we will provide a complete 360-degree packaging to our clients with retail activations.”
Commenting on other plans for 2008, Gupta said that OgilvyAction would be enhancing its network of people technologically. “We intend to provide last mile tracking of our promoters to guarantee our clients the results of activation exercises. We also plan to invest a lot in terms of knowledge addition to our people,” he added.