Managing director of the worldwide operation, Mitch Webber, said marketers needed to find new ways to connect their brands to the real lives of their consumers and the business needs of their trade customers.

"Our studies show that almost 70 per cent of purchase decisions are unplanned and are made near or in the store," he said. "We will help our clients reach consumers at key moments of truth to influence their actions at the point of purchase, which we call 'The Last Mile'."

OgilvyAction focuses on understanding and influencing how people act and interact with brands in stores, on the street and at events.

"For any brand to be successful today, it needs to surprise, delight and build deep, loyal connections with its consumers. OgilvyAction's offerings will enable clients to do that. We activate a brand where we can create a physical connection with the consumer," Webber said.

OgilvyAction's three main services designed to realise The Last Mile vision are FastTrack, MarketPulse and Activation.

FastTrack is a process designed to understand what is happening at points of sale. It helps manufacturers to communicate with shoppers in retail environments, transforms the behaviour of consumers when they make purchase decisions, and helps retailers to stand apart from competitors.

MarketPulse is a service in which marketers receive regularly updated information about the movement of their competitors' and their own products at stores, enabling them to make decisions on fresh strategies to increase volume, profit and share.

Activation focuses on activities and events to help marketers build brand awareness. OgilvyAction concentrates on strategies to ensure that events generate sales and build brands correctly.