Key executives: Bill Gray and Carla Hendra, co-CEOs
2006 revenue: N/A
2006 b-to-b revenue: N/A
Key clients: American Express Co., Cisco Systems, DHL, IBM Corp., SAP
Major 2006 campaigns: Cisco, "Welcome to the Human Network," TV, print, online, events; IBM, "What Makes You Special?" TV, print, online, outdoor; SAP, "Mythbusters," TV, print, online Comments: B-to-b makes up 60% to 70% of total business; won new clients including Doubleclick, The Economist, Marsh Inc. and World Business Forum; won several Clio, Addy (American Advertising Federation) and Echo (Direct Marketing Association) awards. Opened [email protected] and acquired Leopard.
Ogilvy North America's success in 2006 had a homegrown feel to it. Not only did it reap significant growth in new work from existing clients but the agency also reconfigured key leadership roles, launched a significant new division and rounded out b-to-b capabilities via acquisition.
B-to-b accounts for 60% to 70% of Ogilvy's business, and the agency scored more work from key members of that roster, including American Express Open, DHL, DuPont, FM Global, IBM Corp. and SAP.
Ogilvy remodeled its internal leadership aligning three co-chairs from Ogilvy and OgilvyOne to lead the New York office, mirroring leadership changes the year before that brought co-CEOs Bill Gray and Carla Hendra together to lead Ogilvy North America.
Ogilvy also launched a new "home" for many of its biggest b-to-b clients in 2006. [email protected] is a dedicated, full-service digital and direct media planning and buying global network serving Cisco Systems, DHL, IBM and SAP, among others. Neo allows Ogilvy to be media agnostic while also being more creative with media, which Hendra said is even more necessary with its b-to-b clients.
Ogilvy bought sales and marketing specialist Leopard last year in an effort to bolster that side of its b-to-b business, retaining founder and CEO Sherri Leopard to run it.
Another highlight was its campaign for longtime b-to-b client Cisco, "Welcome to the Human Network." The effort recognized the growing power of the consumer and invited people to see and participate in the human network in a variety of innovative ways. This included defining the human network on the paid part of wikia to try to jump-start debate and discussion. The result? People shared hundreds of their own human network stories.
"It's a lightning rod for interest around the brand," Hendra said. It also helped create impressive results for Cisco—just six months after the campaign debuted, Cisco's share price had risen 60%. The campaign also created a huge wave of positive media coverage, as well as pride inside Cisco and its partners.
Ogilvy also added new clients to its roster including Doubleclick, The Economist, Marsh Inc. and World Business Forum.
|Large Agencies||Midsize Agencies||Small Agencies||Interactive Agencies|
|Winner||McCann Erickson||HSR Business to Business||Mobium Group||Modem Media|
|Runner-up||Ogilvy North America||Doremus||PJA Advertising+Marketing||OTOi|
|Honorable Mention||BBDO New York||Slack Barshinger||Stein Rogan+Partners||Digitas|