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Ogilvy

Ogilvy Gets Employees into the NASCAR Spirit

nascar

NASCAR signed Ogilvy as its creative AOR back in Summer 2012 in an attempt to expand the league’s appeal and win younger fans.

As the current Sprint Cup series approaches its November finish line, the league and its agency are working to increase the hype. Most recently, Ogilvy debuted “The Chase”, a campaign designed to promote a new Westeros-style race format that casts the 16 finalists as individual nations competing against each other. (The campaign was one of the last with credits headed by now-former CCO Calle Sjoenell.)

Yesterday we received several tips about ways in which the Ogilvy New York office is celebrating the event: one tipster writes that the reception area is “decked out with flags of the 16 nations of NASCAR drivers” while another (who may well be the same person) claims that someone at Ogilvy has been “handing out moonshine on behalf of [the new campaign].”

The agency also wants its employees to participate in the UGC version of the “battle” by creating profiles and registering as members of the Ogilvy Nation.

While we regret missing the “battle of nations” deadline and the moonshine (if it did indeed exist), we do have an internal email from president Adam Tucker after the jump.

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Here Are All the Black People

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Ogilvy Makes Cats Very Uncomfortable for Kotex

Ogilvy & Mather Shanghai has a new campaign for Kotex built around the fact that people love funny cat videos.

The 30-second spot makes the point that cats are very sensitive, before showing obviously uncomfortable cats walking very awkwardly. “Women are as sensitive as cats,” the spot goes on, “Kotex provides soft and intimate protection for women.” Seeing the cats struggle, unhappily, while walking with tape on them is even more entertaining than it sounds. Unsurprisingly, Adweek reports that the spot has already gone viral in China, where it has racked up over one million views. Read more

Ogilvy Celebrates Coke Zero, Wins Kimberly-Clark Baby

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This morning we have an update and some breaking news regarding Ogilvy: the agency made its Coke Zero win official and won new business from client Kimberly-Clark.

On the Coke front, a source tells us that an internal memo regarding the win (which we broke last month) recently circulated around the agency’s offices. The source noted that this is the first major agency move made by top marketer Wendy Clark since she assumed leadership of Coca-Cola North America in May.

The following tweet from Ogilvy CMO Lauren Crampsie seems to confirm that the party started last week…

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Ogilvy Unveils Morning Anthem for IKEA

Ogilvy unveiled a new “Morning Anthem” ad for IKEA, the latest in the deluge of advertising from the brand in recent weeks.

The 30-second spot focuses on bedrooms and bathrooms and how the retailer can help make your morning rush a little less stressful. It does a good job of incorporating IKEA products like “organized wardrobes that help you pull it together” and a bathroom organizer that gets “big families out the door” into a peak at the morning routines of a couple of busy families.

The focus on mornings, bedrooms and bathrooms stems from a study IKEA conducted into the morning routines in eight major cities, which has informed all its recent morning-focused marketing, such as SMFB’s “Where Good Days Start” interactive campaign. Accompanying the new spot is a campaign extension called “First :59,” including a website hosting advice from bloggers and designers on how parents can make their mornings easier, as well as a “First 59″ Pinterest board.

Ogilvy Unveils New Nationwide Logo in Peyton Manning Ad

Ogilvy&Mather is unveiling a revamped Nationwide logo with a new campaign starring Peyton Manning.

The campaign will debut Thursday with a new spot (featured above) during the NFL’s first regular season game on NBC. Nationwide’s new logo, which features an eagle as a revamped nod to the company’s original logo, appears on a flag at the start of the 30-second spot. Entitled “Jingle,” the spot features Manning repeatedly humming Nationwide’s jingle, as well as setting it to different words in varying situations, such as calling an audible, taking an ice bath after a hard practice, and chowing down at home. It’s straightforward but memorable, allowing the focus to be on the new logo.

In addition to the logo change, AdAge reports that the rebranding effort from Nationwide also includes switching to a “one brand approach.” Services the company previously marketed under names such as VPI Pet Insurance, Allied Insurance and Harleysville Insurance will now all be sold under the Nationwide name.

“We need to align the entire company behind the most powerful brand asset we have, which is ‘Nationwide’ and ‘Nationwide is on Your Side,’” Nationwide Chief Marketing Officer Matt Jauchius told AdAge.

While McKinney remains Nationwide’s lead creative agency, Ogilvy & Mather was brought in to handle a multi-year marketing agreement with Manning which kicks off with this campaign. Last month, Nationwide also signed an agreement with the NFL, which allows for more authentic NFL imagery in the company’s advertising. Read more

Ogilvy & Mather NY Hypes ‘The Chase’ for NASCAR, ESPN

Ogilvy & Mather New York hypes NASCAR Sprint Cup’s “The Chase” elimination series with a new campaign for NASCAR and ESPN entitled “Battle of Nations.”

The campaign spot, entitled “The Hype,” which will run in 15, 30 and 60-second formats, documents fan and commentator excitement for the new “Chase” format to the Sprint Cup, which pits 16 drivers against each other in a tough elimination playoff format. “The Hype” imagines the drivers — and their respective fans and support teams — as nations preparing to face off in rounds of challenges to determine an ultimate champion. Ogilvy’s campaign will also include radio, print, social, and digital elements — including “Spreading The Word,” an educational video which we’ve included after the jump.

“The campaign celebrates this bold and transformational moment in NASCAR’s history, taking fans along for the ride and accentuating the drama and intensity of the new elimination format as each round unfolds,” said Scott Parker, vice president of marketing at ESPN.

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Doner, Ogilvy & Mather Target Small Businesses for The UPS Store

The UPS Store agency of record, Doner, Detroit, and UPS agency of record, Ogilvy & Mather, Chicago, teamed up on a new integrated campaign promoting The UPS Store to small business owners.

Ogilvy & Mather created the television spot for the campaign, entitled “Mailbox Confessions,” while Doner handled the rest of the work. “Mailbox Confessions” will launch September 15th and includes television, online, print and radio components. The campaign’s launch next month will arrive with the brand’s image in trouble following recent revelations of data breaches at 51 of its stores. The broadcast spot, also entitled “Mailbox Confessions,” will run during prime-time programming on ABC, “Thursday Night Football” on CBS, “Notre Dame Football” on NBC, as well as cable programs.

In the 30-second spot, a group of small business owners talk up The UPS Store’s importance to their businesses in confessions to a UPS Store franchise owner, while the camera frames them behind their mailboxes. “I confess, I don’t know what I’d do without you,” says one of the business owners at the conclusion of the spot.” The approach comes across as a bit monotonous, as viewers are presented with basically the same image (business owner behind a mailbox) for the entire 30 seconds, which makes for a pretty unmemorable ad that’s easy to tune out — but The UPS Store is hoping that authenticity will make up for the lack of memorability. Read more

Ogilvy & Mather Helps IBM Create ‘Smarter Cities’

Ogilvy & Mather, Paris has a new campaign championing IBM’s “Smarter Cities” intiative.

“Smarter Cities” pairs concerned citizens and city leaders, allowing people to express what matters to them in their city directly to people who can enact change. City leaders see what’s working in other cities, and lead initiatives for things like turning vacant lots into useful spaces. Check out the video above, or head to people4smartercities.com to learn more. Credits after the jump. Read more

CCO Calle Sjoenell Leaving Ogilvy New York

CalleSjoenellFB_400x400This morning we can confirm that Chief Creative Officer Calle Sjoenell will soon leave Ogilvy New York to return to his native Sweden.

Sjoenell spent five years at BBH, reaching the deputy CCO level before joining Ogilvy in 2012. During his more than two years at Ogilvy New York, he helped produce work for clients ranging from Caterpillar, Norelco, Phillips and Fanta to, most recently, Coca-Cola and Depend.

His brother Pelle also currently serves as ECD at BBH LA.

While the internal Ogilvy memo doesn’t give us much in the way of details, the Swedish magazine Resume reports that Sjoenell will soon be “home after eight years in the United States” and that he has accepted the role of Creative Director at Lowe Brindfors. He will replace Rickard Villard, who left the agency in May.

The internal memo from Global CCO Steve Simpson below.

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Ogilvy, Organic, Everyone Else Drop Their Pants for Depend


How far would you go to sell a pitch? For the creative team behind the new advertising campaign from Depend, the answer is “down to the ankles.”

At least that’s what Ogilvy team members Calle Sjoeneel (CCO), Victoria Azarian (GCD), and Danielle Vieth did when they went to pitch the “Underwareness” campaign to Kimberly-Clark, the makers of Depend adult diapers incontinence products: after the opening notes of “Get Ready for This” by 2 Unlimited started playing, all dropped to their skivvies to reveal they were wearing Depend undergarments.

“It’s time to bring it out in the open — it’s time to drop your pants for Underwareness. A cause to support the over 65 million people who may need Depend underwear. Show them they’re not alone, and show off a pair of Depend, because wearing a different kind of underwear is no big deal.”

“It was a pretty amazing moment,” Ms. Azarian said. Read more

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