Top Story

e4m_logo.png

Home >> International >> Article

International: Ogilvy realigns ‘activation services’ shops

06-January-2007
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.”

Source: AdAge.com

Tags

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

“Hate speech targeting journalists is shared and amplified on social networks, often by troll armies,” the report read while stating the reason for drop in India’s rank.

We take a look at travel company, MakeMyTrip’s ad with its brand ambassadors – actors Ranveer Singh and Alia Bhatt which has garnered the brand 4,239,789 views on YouTube