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By Published on .

Ogilvy & Mather this week adds an executive point person to oversee its 360-degree branding philosophy.

Jim Consolantis, worldwide managing creative director on O&M's "Team Blue" for client IBM Corp., takes the newly created title of chief integration officer. Team Blue has 1,000 members worldwide.

"It legitimizes what we've been talking about with 360-degree branding. This brings it to a new level," said Rick Boyko, O&M co-president and chief creative officer. "Everyone [from different media disciplines] has a voice and a place at the table from the beginning."


Mr. Consolantis' new role will be an extension of the IBM team role he has played since 1995-integrating general advertising, direct and interactive creative talent. As chief integration officer, he will oversee that for other clients such as American Express Co. and Jaguar Cars.

"Because of the size of IBM, they really allowed us to almost have an agency within an agency," Mr. Consolantis said. "We took people from advertising, direct and interactive and put as many people as we could on the same floor. Then we had very strategic discussions with everybody centered around the brand."

The result of that effort has evolved into IBM's "e-business" campaign with multimedia messages including TV, business-publication inserts, trade ads, Web, direct mail, collateral and possibly catalogs.


The idea for 360-degree branding originated with founder David Ogilvy, who believed in talking to consumers in the places they intersected with the brand.

"IBM was the first broad-scale initiative where 360-degree branding really took root," said Bill Gray, O&M co-president. "Prior to that, we had been doing it almost intuitively. Then there was a rediscovery of David's philosophy, which became the platform."

Mr. Consolantis' appointment complements those of Mike Windsor as president of global interactive at sibling OgilvyOne and Brian Collins as creative director

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