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Ogilvy Canada Presents ‘The Warmest Tim Hortons in Canada’

Ogilvy Canada yarnbombs the shit out of a Tim Hortons in this online spot, ostensibly making it “The Warmest Tim Hortons in Canada” in the process. The approach of giving a Tim Hortons location a makeover calls to mind this summer’s “Dark Experiment” spot from JWT Canada, introducing the brand’s new dark roast.

The spot begins by introducing Fort Frances, “One of the coldest places in Canada.” Some children discover a yarnbombed tree and then follow a string to the local Tim Hortons. Inside the location, customers are jazzed to fine yarn around all the furniture and a knitted cap topping the roof. It’s a nice little gesture, which recognizes that Tim Hortons is a place many of their customers go to for a respite from the cold, and visitors to the location seem to really appreciate it. The online video ends with  the message, “On December 13th we brought a little warmth to a small town. And wound up knitting an entire community together.”

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Ogilvy Creates New Worldwide CSO Role for Strategy Vet

Ben RichardsBen Richards, who scored the worldwide head of strategy integration position at Ogilvy & Mather back in 2010, will now occupy the newly-created role of worldwide chief strategy officer.

Prior to joining Ogilvy’s New York office, Richards spent several years with the London-based “marketing and branding agency” Naked Communications, at which one of his primary responsibilities was (apparently) telling agencies how ineffective their campaigns turned out to be. As senior strategist, Richards told The New York Times in 2008 that he was often tasked with letting various shops know “that they have wasted tens of millions of dollars.”

In the new role, Richards will have a seat on the agency’s executive committee and work directly with CEO Miles Young to “drive transformation for the network and its clients” across all of Ogilvy’s offices around the world.

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Constellation Partners with Ogilvy Chicago on Corona Light, Modelo Especial

corona light

Constellation Brands Beer Division announced a new partnership with Ogilvy Chicago on its Corona Light and Modelo Especial brands today, with Ogilvy being tasked with assisting “in the development and execution of marketing strategies to increase brand awareness, stimulate product trials, and accelerate sales for these two brands,” effective January 1st. Coronoa Extra was not part of the review, and will remain with Cramer-Krasselt.

Just last month we reported that Constellation had put portions of its Corona and Modelo brands up for review after Constellation and GS&P “mutually agreed to end their relationship” — although it was unclear at the time exactly which portions of the brands were up for grabs. Corona Light is the number one imported light beer in America, and fifth imported beer overall. Modelo Especial, meanwhile, has seen tremendous growth in recent years — with Constellation reporting “sales growth in the high double-digits over the past several years” — leading some to question if the brand is the “next Corona.” Modelo Especial’s growth has come without traditional ad support (the brand has yet to see a national broadcast campaign, for example) so it could be that Ogilvy Chicago will be tasked with bringing the brand to a larger stage. Read more

Ogilvy Rings in the Holidays with Kevin Ross for Glade

Ogilvy & Mather worked with singer Kevin Ross on a holiday spot for Glade entitled “Feel Anticipation.”

For the spot, Ross wrote a song supposedly expressing how holiday scent Sparkling Spruce made him feel. Ross can be seen performing the song in an outdoor stage, surrounded by plenty of Glade candles ending with the “#FeelGlade” hashtag. While the “song inspired by a fragrance” premise can be a bit hard to swallow, it should appeal to fans of the emerging Motown singer, and maybe even net him — and the brand — a few new fans along the way. In addition to the 30-second broadcast spot, Glade also released a full-length music video for the song (featured after the jump), which is also available to download on iTunes.

It’s part of a larger rebranding campaign from Ogilvy for the brand, which is seeking to reposition itself as not just selling scents but the feelings they evoke. In another recent effort, Glade set up a pop-up shop, which they called the Glade Boutique, in New York’s meatpacking district. According to Adweek, the Glade Boutique saw “concierge” guide visitors through a “scent and emotion journey” in the Feelings Lounge, with scents such as Blooming Peony and Red Honeysuckle Nectar. The brand also teamed up with Cirque de Soleil for an October event in Madison Square Park. Read more

Ogilvy Chicago and Nice Shoes Explain Technology for CDW

In a new campaign created for tech service provider CDW by Ogilvy & Mather Chicago and the Nice Shoes division of production and post house Optimus, Charles Barkley and a few other, more colorful characters to try and explain the elusive “cloud” to fictional 20th Century business Gordon & Taylor. The work also doubles as a promo for Lenovo and the newest version of its Microsoft-powered Yoga “convertible.”

The campaign is called “People Who Get It,” and the first such person is a man with a kilt that’s heavier than his Scottish accent:

Three more spots after the jump.

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Ogilvy & Mather Chicago Crafts ‘Hemingway in 15 Seconds’

Ogilvy & Mather Chicago created an Instagram campaign for The Ernest Hemingway Foundation of Oak Park adapting three classic Hemingway novels into 15-second videos.

The idea behind the campaign is that, while Hemingway’s novels are rightly considered modern classics, younger generations aren’t reading his work. So The Ernest Hemingway Foundation tasked Ogilvy & Mather Chicago with finding a way to stoke interest in the author, and the agency decided to use the popular Instagram platform. The videos are all fairly tongue-in-cheek, telling the entire plot of each novel — A Farewell To Arms, For Whom The Bell Tolls and The Old Man and the Sea – in a way designed to pique interest in the works.

Director Eduardo Cintron made every second count, as the videos had just 15 seconds to tell the entire plot of a novel. Sometimes the self-effacing humor risks going to far and parodying the work to the point where it undermines it, but for the most part they strike a balance between reverence and irreverence (after all, these are supposed to be fun), with each video ending by directing viewers to the The Ernest Hemingway Foundation’s site. Whether they can get kids to actually read For Whom The Bell Tolls is another story. Read more

Ogilvy New York Gets Romantic in First Tiffany’s Spot

Way back in February we learned that Ogilvy had signed the iconic (and for once we think that word is justified) retailer Tiffany’s.

The news told us that the agency’s New York and Paris offices would serve as the company’s creative hubs, and today Ogilvy New York launched its first work for the relatively new client.

It’s very animated, very musical, and quite literally blue.

We’ve never seen Times Square or the Rockefeller skating rink so empty, but this is a fantasy…

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Pizza Hut Appoints Ogilvy & Mather London as UK Creative Agency


Pizza Hut has appointed Ogilvy & Mather London as its creative agency in the UK without a pitch, The Drum reports. The account is estimated at £10m.

“I am excited about working with Ogilvy to spearhead our renewed marketing effort in UK,” Sandeep Kataria, general manager at Pizza Hut UK & Ireland said about the appointment. “I am excited about working with Ogilvy to spearhead our renewed marketing effort in UK. Already a partner of Pizza Hut and Yum! brands across numerous markets worldwide, we naturally want to tap into the creative excellence and strategic rigour synonymous with the Ogilvy network.”

The news follows the appointment of Deutsch LA as lead creative agency in the US in July, and a recent logo and menu revamp. Ogilvy & Mather London will be tasked with creating a series of integrated campaign articulating “Pizza Hut’s unique proposition and relevancy to consumers today,” according to The Drum.

Charles Barkley Returns for CDW, Ogilvy & Mather

CDW and Ogilvy & Mather teamed up to bring back Charles Barkley for the latest iteration of the brand’s “People Who Get IT” campaign, which Barkley has appeared in since 2012.

The new “Smart Growth 2.0″campaign, which focuses on partnerships with Microsoft, APC and Lenovo, debuts tonight with 30-second broadcast spots during Monday Night Football. Once again featuring the fictional Gordon & Taylor company, the spots show Barkley and company dealing with new growth as they attempt to keep up with innovation. CDW, of course, is presented as the solution. The best of the spots features a different take on the “mobile work station.” The campaign is supported by online and social elements, as well as “internal engagement programs, sales enablement, customer events, promotions and public relations support.”

Derek Green Joins Ogilvy Group Sydney as ECD

ogilvy-logo130Derek Green is returning to Australia to join Ogilvy Group Sydney after almost ten years abroad to fill the role of executive creative director. Green will partly fill the void left by the departure of CCO Steve Back in July. He will lead Ogilvy Group Sydney’s team of 57 creatives beginning in December.

Green arrives from Cramer Krasselt in Chicago, where he has worked since 2012, currently serving as SVP, executive creative director. He has worked with clients including Heineken, P&G, Diageo, Novartis, Canon and Subaru, and has been the recipient of Gold and Silver Cannes Lions.

“We were able to persuade him that after nearly a decade earning international experience, it was time to come home,” David Fox, CEO Ogilvy Group Australia, told Campaign Brief. “We’ve found an international creative director who is hungry to take on the opportunities Ogilvy has to offer; the fact he has a local pedigree and market knowledge is an added bonus.”

“This is a huge opportunity to now bring everything I’ve learned in several decades of advertising to a great agency, with an iconic client list, and a lead a team of very clever and motivated individuals,” Green added.