Change was Ogilvy's first rule, said the video preceding agency rebranding

The rebranding includes a new logo, colour scheme, website, organizational design, consultancy practice, digital platform and employee video.

by exchange4media Staff
Published - Jun 11, 2018 8:59 AM Updated: Jun 11, 2018 8:59 AM
Last week, iconic media agency Ogilvy came up with a new face. The change reportedly followed two years of rebranding, restructuring, staff change and much more.

70 years after copywriter David Ogilvy decided to launch his own operation, the company that bears his name announced its “re-founding”. The agency has also done away with David Ogilvy’s signature from the logo. The logo was adopted in 1999, a month after the legendary adman passed away at the age of 88 and a year after the company’s 50th anniversary.

The rebranding includes a new logo, colour scheme, website, organizational design, consultancy practice, digital platform and employee video.

According to media reports, the agency circulated a video to all the network’s 15,000-plus employees around the world before it took on the new identity. The film traces the history of the agency from its founding to the present day.

Media reports mention that Brian Collins, founder and chief creative officer of the design firm that bears his name, worked with Ogilvy to give the agency its new look. Beyond the visible changes, Ogilvy and Collins also created a new positioning based on five key values determined by leadership. Another key goal in this reorganisation is keeping Ogilvy financially viable, the media reports stated.

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