BtoB

Large agencies, runner-up: The Ogilvy Group

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Using an integrated, 360-degree approach to marketing communications, the Ogilvy Group created several award-winning campaigns for b-to-b clients in 2004. The group includes advertising agency Ogilvy & Mather, interactive and direct agency OgilvyOne and Ogilvy PR.

One of the agency's most significant achievements was the launch of a major rebranding campaign for new client DHL, which it won in late 2003.

The campaign, featuring the tagline, "Competition. Bad for them. Good for you," directly takes on competitors FedEx and UPS, using TV, print, interactive, direct mail and collateral. BtoB named it the best integrated campaign of 2004.

"It's a very tough category, with two established competitors," said Carla Hendra, president of OgilvyOne North America, which is part of the Ogilvy network. "We were able to break through with significant results."

The campaign lifted DHL's advertising awareness by 363% and its brand awareness by 94% after only 24 weeks.

Ogilvy continued its work for IBM Corp., which has been a client since 1994. It launched new campaigns under the tagline "On demand business," including TV, print, online, direct and outdoor.

Also in 2004, IBM consolidated all of its demand-generation work with OgilvyOne, which increased the agency's IBM business by more than 25% worldwide.

For FM Global, a $4 billion risk management insurance company, Ogilvy created an integrated campaign aimed at the C-suite. FM Global had done very little advertising in the past, and the campaign was designed to build awareness of the company.

The FM Global print campaign received the Grand CEBA (Creative Excellence in Business Advertising) award from American Business Media. The ads posed questions such as, "29 cent screw, or $29 million screw up?"

The agency group picked up new b-to-b accounts in 2004, including Yahoo! (for small business), Delta Air Lines (for business travel) and Time Warner Cable.

OgilvyOne opened a San Francisco office with 70 employees and expanded its strategic consulting group. -K.M.

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