BtoB

OgilvyOne's stellar b-to-b run

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OgilvyOne North America has had a stellar run of late, winning new business, growing revenue and launching successful campaigns for b-to-b clients.

The agency is the direct marketing business unit of Ogilvy Worldwide. B-to-b makes up between 65% and 70% of its total business, with clients including IBM Corp., American Express, DuPont, Motorola, SAP, DHL, Cisco Systems and Pfizer.

In 2003, it grew its revenue by 24% over 2002. And so far this year it has picked up new business from IBM, DHL, Pfizer and Yahoo!

IBM, which has used Ogilvy & Mather Worldwide as its agency of record for global advertising since 1994, in February consolidated all of its direct business with OgilvyOne. Spending was undisclosed.

"IBM is always such fertile ground for us to do our very best work in b-to-b," said Carla Hendra, president of OgilvyOne North America.

"Becoming the sole demand-generation agency for IBM allows us to operate our 360-degree model in a complete way," she added, referring to the agency's model of creating integrated campaigns across all media.

One of the key challenges for IBM, she said, is developing direct programs that link marketing to sales in a very ROI-focused way.

This year, OgilvyOne has launched direct marketing and interactive campaigns for IBM under the "On demand" tagline, as part of an integrated ad campaign developed with sibling agency Ogilvy & Mather.

OgilvyOne created an integrated marketing campaign to reinforce IBM's commitment to the Linux operating system and open source. The campaign includes TV, print, interactive and direct marketing.

For new client DHL, OgilvyOne launched a 360-degree campaign that was part of a $150 million ad campaign created with Ogilvy & Mather to reposition DHL as a leading shipping company in the U.S., competing against FedEx and UPS.

The integrated campaign has the tagline "Good for you. Bad for them" and includes TV, print, outdoor, Web, direct, PR and internal communications.

The agency has helped DuPont, which it won as a client in 2003, transform the ways in which it conducts its marketing activities, Hendra said.

"For DuPont, our role has been less about the creative work to date, and more about setting up highly strategic and analytical business cases that show them how to invest their marketing dollars," Hendra said. "They have embraced us as a strategic partner to help them design business cases, for example, looking at geographic markets such as China."

OgilvyOne has also set about establishing itself as a thought leader in digital communications.

In June of this year, it hosted "Verge: The OgilvyOne Digital Summit," a conference for 300 Ogilvy clients and agency executives, that discussed the impact of digital advances on marketing.

"We are trying to encourage our clients to think differently," Hendra said. "We see a shift in media consumption habits moving from a campaign-centric advertising model to far more fragmented and complex media mixes."

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