OgilvyOne satisfies clients’ needs for online innovation

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OgilvyOne Worldwide, BtoB's 2007 Direct Agency of the Year, demonstrated success with significant business growth, new client wins, innovative campaigns and expanded service practices such as analytics and Web 2.0.

OgilvyOne, whose b-to-b business makes up about 60% of total revenue, had double-digit growth in its digital business in 2006 and 30% growth in its consulting business, including e-mail marketing, data and analytics, database marketing and "teleweb," a merger of telemarketing and customer contact centers with Web efforts.

It picked up new clients including Aflac, DoubleClick, The Economist, Marsh Inc. and Pitney Bowes, and continued work for clients American Express, Ameritrade, Cisco Systems, DHL and IBM Corp.

"As our clients are looking to build brand experiences and bottom-line growth, they are increasingly investing in digital and asking us to do innovative things online," said Michelle Bottomley, chief operating officer of Ogilvy New York.

"We are really using data to drive more relevant communications experiences."

The agency created several notable direct and digital campaigns for b-to-b clients Cisco, DHL and IBM.

For IBM, OgilvyOne created an e-mail marketing campaign called the "IBM Storage Scavenger Hunt Game," aimed at IT professionals.

The campaign debuted in April and included banner ads and e-mail that drove IT professionals to a landing page, where they could watch an online video featuring fictitious characters Ned and Gil, who have appeared in IBM TV spots.

In the video, Ned and Gil ask users to find clues that will free them from an online security maze they're trapped in. Users must find a hidden URL in the HTML coding of the landing page, which then leads them to a map.

The campaign proved to be highly engaging, with users even setting up their own forums on the IBM Web site to discuss the game and share clues. Within the first 24 hours, there were more than 300 posts concerning the game.

"People were truly engaged in the campaign," said Jeanniey Mullen, executive director and senior partner, worldwide e-mail marketing at OgilvyOne. "It was the right target audience, and they were interested in solving this."

She said the campaign received click rates that were four to five times higher than those of average e-mail campaigns, and click rates twice as high as those of average banner ad campaigns.

Another accomplishment for OgilvyOne this year was expanding its metrics practice.

"One of the things we did was create a super-analytics group," Bottomley said. "We took brand tracking, Web analytics and the digital media group and put them all together to help clients see the connections between each of these different elements."

There are more than 30 people in the analytics group who track and analyze campaign performance across such channels as direct mail, e-mail, online, search and Web sites.

OgilvyOne is also heavily focused on buzz metrics, including partnering with such companies as Nielsen and Memetrics to develop tools to measure engagement and optimize online campaigns.

The agency is also doing more with Web 2.0 services for clients, including online blogs, podcasts, social media, video, viral campaigns and wikis.

For example, when OgilvyOne developed "The Human Network" campaign for Cisco last year, it used many Web 2.0 applications, such as letting users tell their own stories about how Cisco technology has helped them solve business problems in the form of videos on social networking sites. Many of the videos were posted on YouTube and Google Video.

OgilvyOne has also made use of more "teleweb" capabilities, integrating customer contact centers with clients' Web sites.

For example, it created a click-to-chat feature on the IBM Web site that let users chat live with reps in call centers.

In addition, OgilvyOne is ramping up its mobile marketing, such as a campaign for DHL that prompted users to text to DHL in order to have weather alerts sent to their cell phones.

The agency won more than 500 creative awards last year.

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