In 2013, it added eight b-to-b accounts, including
agency-of-record relationships with Caterpillar, Comcast Business,
Grainger, Huawei and iShares, helping to boost its b-to-b revenue
by 4% this year over 2012.
For technology-solutions provider CDW Corp., Ogilvy developed a
humorous campaign called "People Who Get IT," featuring NBA star
Charles Barkley. The push, which included TV, print, online and
events, launched in 2011 and added Mr. Barkley in early 2012.
In the ads, he's hired as the IT guy at fictitious company
Gordon & Taylor to help the company win the league basketball
championship. While Mr. Barkley doesn't know a thing about IT, CDW
does. So he hires CDW to handle the technology, and he focuses on
"For the initial pitch, they wanted an idea that would be
relevant across all product lines and present a unique take on how
they serve customers," Mr. Seifert said. "We helped them understand
they are in this unique position of really understanding how
companies work, and how they deal with technology challenges. That
unique understanding CDW has is portrayed in the Charles Barkley
"Few agencies are as creative as Ogilvy," said Neal Campbell,
senior VP-chief marketing officer. "When I came to CDW, the 'People
Who Get IT' brand campaign was in place, but we blew it out when we
incorporated Charles Barkley into the ads," he said. "Each
iteration has enhanced CDW's brand perception, showcasing our
extensive experience deploying technology solutions for its
customers -- including major professional sports facilities."
For CDW's "Winning on the Road" campaign tied to the NCAA March
Madness basketball championship last year, Ogilvy partnered with
Fox Sports' "West Coast Customs" reality TV show to create a
48-foot Technoliner bus tricked out with the latest CDW technology,
from a stadium-grade video system with a 14-foot retractable screen
to a state-of-the-art data center.
The bus toured the country, offering IT buyers a fully
geeked-out ride, and ended up at the NCAA Final Four Championship
at the Georgia Dome Atlanta on April 8.
The campaign also included TV, print and online ads, and a
website where visitors could learn more about CDW technology.
Following the campaign, CDW's IT solutions sales were up 10.0%
year-over-year, outpacing forecasted category growth of 5.7%. Those
exposed to the campaign were 13.3% more likely to agree with the
statement that "CDW is a leading national IT solutions provider"
than those in the control group.