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Ogilvy launches B2B practice group in India

27-October-2004
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Ogilvy launches B2B practice group in India

With India having emerged as a growing hub for IT, BT, ITES & BPO companies in the world the need for a new channel of communications has arisen – the concept is known as B2B (Business to Business) communication. Perceiving a new business opportunity for its India operations that will cater to the many offshore businesses in India, Ogilvy & Mather India has announced the launch of its specialist B2B practice – Ogilvy Business Network.

Ogilvy Business Network has been successfully introduced in key markets of Asia Pacific. The B2B expertise resides in over 120 countries in the Ogilvy network. Harnessing this expertise from across the network will be a swift and smooth transfer of knowledge tools and staff training. The Ogilvy global network will provide access to expertise of a global standard that is currently servicing international clients around the world.

Ogilvy is the leading communications agency in India, managing the largest share of communications spent in this market. The company is well-known for its B2C (Business to Consumer) communication work with several prominent brands - both local and multinational - in this segment, such as Hindustan Lever, Titan, Asian Paints, Fevicol, Hutch, etc.

Ogilvy Business Network will aim at harnessing the existing strengths of the agency to provide clients with the best of breed solutions driven by strategy and insights. Existing services such as Ogilvy Public Relations, OgilvyOne, OgilvyInteractive and Ogilvy Activation will complement the new initiative in their respective countries.

Commenting on the launch of the B2B service, John Goodman, CEO (India & South Asia), Ogilvy & Mather, said, “We have a wide network of offices across the globe that share best practices and provide cutting-edge solutions to leading brands in the world each day. Ogilvy Business Network will take advantage of this strength to provide clients with a single window interface for services required in key cities in the world.”

Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather India, says, “Ogilvy is considered a power brand in India today and this is a result of our strong focus on creativity, professionalism and our vast portfolio of offerings”. He further adds, “Ogilvy Business Network will be the latest entrant among our professional services that will help us consolidate the position even further.”

Bill Merrick, B2B Practice Group Leader & Director Asia Pacific Region - IBM Brand Services, Ogilvy Asia Pacific, explains, “This will be a focus segment for Ogilvy in the coming months and we have established suitable resources and finalised investments to support its growth. I am also happy to announce that we have already recorded business wins in B2B from Bangalore, Hyderabad and Chennai in the last few months.”

On a country-by-country basis, India is expected to show the highest CAGR (compounded annual growth rate) of 83.7 per cent in e-commerce revenue from 2003 to 2008, thus marginally exceeding the CAGR of 81 per cent expected in China, according to IDC’s forecast on Asia Pacific internet market. Consequently B2B e-commerce is estimated to grow rapidly at a CAGR of 59.1 per cent. Ogilvy India’s B2B practice is geared to meet this growth.

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The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients