Location: New York
Key executives: Bill Gray and Carla Hendra, co-CEOs
2007 revenue: N/A
2007 b2b revenue: N/A
Key clients: American Express, Cisco Systems, DHL, IBM Corp., SAP
Major 2007 campaigns: IBM, “The Business of Innovation,” branded content TV series; DHL, “Customer Service Is Back in Shipping,” print, out-of-home, mobile; Cisco, “The Human Network,” TV, print, online
Comments: Added new clients BT Global Services, D&B, Deloitte, Jackson National Life, Siemens Medical; picked up new business from existing clients Allstate, Cisco, DHL and Pitney Bowes; Neo@Ogilvy, Ogilvy's digital and direct media agency, doubled in size and expanded its search offering with the acquisition of Global Strategies; won five Effies for IBM “Take Back Control” campaign.
At the urging of Ogilvy North America, IBM agreed to invest more heavily in digital marketing formats last year. The result was branded content in the form of a TV show for CNBC titled “The Business of Innovation.”
In addition to the six-part series spotlighting innovation stories that involved IBM solutions, two-minute documentary-style IBM videos were used during the program's commercial time and also ran online and at trade shows.
“IBM is symbolic of where we're going as an agency,” said Carla Hendra, co-CEO of Ogilvy North America, who was also appointed chairman of Ogilvy New York last year. “We look at everything we're doing right with a digital headset on. We really see every marketing and media channel becoming digitized in some way. There's a tremendous amount we can do to make something more personalized.”
To keep its clients up to date on new digital opportunities, the agency introduced a digital innovation Web site and weekly email newsletter.
B2b accounts for 50% of Ogilvy's business, and much of the agency's growth last year was generated by existing clients that have undergone corporate transformations. Such was the case with client Cisco Systems, which wanted to steer its marketing message away from its reputation as an industrial brand and toward the idea that it was up to speed with the promises of Web 2.0.
“The Human Network,” an integrated campaign that relied heavily on social media, was developed; it included bloggers and the IT community giving their definitions of the human network.
The campaign proved to be a winner. A microsite developed as part of the effort received 5 million visitors (80% of whom were new visitors to Cisco), and the perception of Cisco as a technology leader among its core target audience jumped 80% in one year.
Hendra added: “Cisco let us try things like putting the Cisco brand into a game. Not every client was ready for that.”
Ogilvy signed a number of new clients last year, including BT Global Services, D&B, Deloitte, Jackson National Life and Siemens Medical.
The agency also saw Neo@Ogilvy, launched in 2006 as a full-service digital and direct media planning and buying global network for its biggest clients, double in size and expand its search offerings with the acquisition of search marketing company Global Strategies. —Mary Ellen Podmolik