Ogilvy announces new Organizational Design and new Brand Identity
Ogilvy has announced the agency’s re-founding and new mission to serve as an integrated creative network that Makes Brands Matter. Continuing their “Next Chapter” transformation journey, the company introduced a new organizational structure and new brand identity.
“This has been an 18-month journey for our brand and the largest transformation in the history of our agency,” said John Seifert, Chief Executive, The Ogilvy Group.
“To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago,” added John.
The digital revolution has fundamentally disrupted the marketing industry, impacting consumer behavior, the media landscape and competition. Ogilvy’s plans to respond to these changing dynamics will reinject the vision, values, and ways of thinking about brands that David Ogilvy built the agency on, reaffirming what Ogilvy stands for and believes in – that brands matter now more than ever.
The integrated Ogilvy brand brings together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations along with various company sub-brands and specialty brands under a single, unified group with a common identity, positioning, client service model and P&L.
This single, unified group (Ogilvy) is built on five key pillars:
1. New organizational design: The transformation from a matrix-managed holding company of sub-brands to one brand represented by twelve crafts and six core capabilities along with a new operating system:
– Ogilvy crafts: Creative, Strategy, Delivery, Client Service, Data, Finance, Technology, Talent, Business Development, Marketing and Communications, Administrative, and Production
– Ogilvy capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships
2. New consulting offering: Building on the success of OgilvyRED, an enterprise offering called Ogilvy Consulting, focused on the areas of Digital Transformation Consulting, Growth, Business Design and Innovation, will work horizontally across all of Ogilvy.
3. New brand identity and design system: A new identity and design system, including a redesigned company website reflecting the “One Ogilvy” brand.
4. New partnership model: To lead and manage a truly integrated network business model, we are establishing a formalized global partnership structure. This will ensure that the diversity of our leadership – across markets, capabilities, and generations – better represents our brand for the greater good of the company today and tomorrow.
5. New global digital platform: The creation of a knowledge-sharing, professional development and customized community-networking tool called Connect – to train our people and bring the right teams together to best serve our clients.
“Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have,” said Tham Khai Meng, Chief Creative Officer, The Ogilvy Group. “We are building on the creative heritage of David Ogilvy to fuel our future.”
Using the common language of ligature, the new Ogilvy logo represents the agility, collaboration and connectedness that the brand is uniquely capable of delivering for its clients. The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasize the company’s desire to modernize, while maintaining, its strong heritage.
The Ogilvy fonts have also been recut and customized as Ogilvy Serif and Ogilvy Sans. In addition, the company’s website ogilvy.com has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership. Ogilvy collaborated with COLLINS, an award-winning branding and design agency, on the rebrand and launch.
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for TMI Malaysia. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira firstname.lastname@example.org | 03 7726 2588
Book your spot early to avoid disappointment!