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Integration spurs OgilvyOne growth

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OgilvyOne North America has been named BtoB's Direct Agency of the Year in recognition of its new business, technological innovation, new service offerings and creative execution.

OgilvyOne is the direct and interactive agency of Ogilvy Worldwide. The agency does not disclose revenue information, but Carla Hendra, president of OgilvyOne, said it has exceeded aggressive growth targets so far this year.

"We expanded quite a bit with our b-to-b clients," said Hendra, who was promoted to co-CEO of Ogilvy North America in July.

Her promotion, together with the promotion of Bill Gray to co-CEO of Ogilvy North America in addition to serving as president of Ogilvy & Mather, creates a new operating structure under which the traditional agency and the direct/interactive agency will operate as a combined unit beginning in 2006.

"The walls are falling down between disciplines," Hendra said. "This will drive our 360-degree model forward."

OgilvyOne's model of 360-degree branding has been built on integration since the unit's founding in 1991. It emphasizes reaching all a customer's touch points in a seamless manner. Under the new operating structure, creative and strategy teams from OgilvyOne and Ogilvy & Mather will be combined to provide even tighter integration between offline and online work.

That approach is best demonstrated by an integrated campaign for Unilever's Dove brand of beauty products. The work was aimed at a consumer audience, but the approach is now being applied to b-to-b accounts, Hendra said.

"This is the type of consumer campaign that would have always started with a big TV commercial, followed by online," Hendra said. But in this case, "Real Beauty" was launched online with a worldwide debate about what constitutes beauty. Taking a unique approach to online/offline advertising, OgilvyOne created an outdoor ad that let people vote on cell phones with SMS (short messaging service) technology.

One ad, which appeared in Times Square in New York, showed a 90-year-old woman with the caption, "Is she wrinkled, or is she wonderful?" Viewers could vote with their cell phones, then see the results online. TV spots and print ads followed.

OgilvyOne picked up new work this year from DHL, which it won as a client last year, as well as new work for existing clients American Express Co., Cisco Systems, DuPont, IBM Corp. and SAP.

With all its clients, OgilvyOne used technological innovation to create interesting and relevant campaigns.

For IBM, the agency launched a digital newsletter called "Forward View," aimed at small and midsize clients. The newsletter uses online audio, video and Flash to provide interviews with IBM executives, customer case studies and business applications. "It provides a much richer and more personalized experience for the customer," Hendra said.

For Cisco, OgilvyOne created a Webcast in a banner, which features live interviews with Cisco executives discussing a range of topics from security to networking. Users can ask questions and view video in the banner without having to leave the page.

For DuPont, which OgilvyOne gained as a client last year, the agency deployed a global Web presence.

The agency also picked up a new global client-Lenovo Group, a Beijing-based company that acquired the PC business of IBM in May.

To drive new technology and develop innovative applications for clients, OgilvyOne has created new service offerings this year.

In February, it formed a digital innovation group to create and implement new advertising technology solutions. The group is led by Maria Mandel, who was previously director of interactive services at Draft.

The agency also formed an e-mail marketing group to develop new e-mail marketing technologies.

One of the new technologies from the group is an offering called "eye heat mapping," which uses retinal imaging technology from Eyetools to analyze how users interact with e-mail.

OgilvyOne uses the technology to analyze where recipients look in their e-mail messages, what sections and layouts of material they read, what they ignore and how much time they spend looking at specific areas of the e-mail.

Also this year, OgilvyOne hosted its second annual "Verge" digital summit at the San Francisco Museum of Modern Art. The summit brought together leading strategists in media, marketing and communications to discuss changes in the digital marketing world. M

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