Ogilvy has embarked on a transformative journey, announcing a new mission to serve as an integrated creative network that "makes brands matter".
As it moves towards what it calls its “Next Chapter”, the company introduced a new organisational structure and 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.”
The digital revolution has fundamentally disrupted the marketing industry, impacting consumer behaviour, 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, Seifert said.
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 and client service model.