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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

What’s driving the Ogilvy rebrand after 70 years?

Agency

What’s driving the Ogilvy rebrand after 70 years?

Previously known as Ogilvy&Mather, Ogilvy has restructured its operations under a new brand identity.

Founded as Hewitt, Ogilvy, Benson & Mather in New York City in 1948 by the late David Ogilvy, the company grew into a global network that incorporates several brands such as Ogilvy Public Relations, and Ogilvy & Mather advertising agency.  John Seifer, CEO of Ogilvy told the Wall Street Journal, “In my view, if we were going to stand apart we needed to clarify what the Ogilvy brand promise was, what its purpose was and we needed to greatly simplify the organization around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts”.

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The restructuring follows David Ogilvy’s own words, “Change is our lifeblood”. Among these changes are the logo, color scheme, website, organizational design, consultancy practice, and digital platform. The previous divisions are being replaced by 12 “crafts” (Creative; Strategy; Delivery; Client Service; Data; Finance; Technology; Talent; Business Development; Marketing and Communications; Administrative; and Production) and six “core capabilities” (Brand Strategy; Advertising; Customer Engagement and Commerce; PR and Influence; Digital Transformation; and Partnerships) that will define the network.

The Ogilvy brand will be centralized and simplified, to allow clients to fully understand the brand. The international agency behind Coca Cola’s “Share a Coke” and Dove’s Real Beauty” groundbreaking campaigns, now has a global partnership structure designed to “ensure that the diversity of our leadership – across markets, capabilities, and generations – better represents our brand for the greater good of the company today and tomorrow,” adds Seifer.

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In addition to that, Ogilvy has launched “Connect”, which is a digital platform to help Ogilvy professionals share knowledge and establish an internal networking community.

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