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Ogilvy’s New ‘Separation’ Spot for KFC is Kind of Depressing

This is not what I needed on a Monday.

Ogilvy Johannesburg’s new spot for KFC, “Separation,” opens with a father picking up his son for a day. “Guess I’ll have him back by six,” he tells the mother. He asks his son what the plan for the day is, and the son says he doesn’t know. The two spend some time at the beach, until it starts to rain, and try to catch up. “You hungry?” the boy asks, and they drive to KFC, where the boy orders the “family treat” which elicits a questioning look from the father. When they drive back to the house, the boy asks again, “You hungry?” as the father accompanies him inside. The hashtag #familytime closes the spot.

While I appreciate Ogilvy and KFC highlighting a non-traditional family in their advertising, this one is just depressing. The poor kid uses a KFC meal to get his parents to eat a meal together? Aww man, that’s just so sad. Too sad for an advertisement, maybe? Perhaps? I don’t know, because it’s certainly a memorable spot. I’m going to remember this one for a while. But the next time I drive by my neighborhood KFC I’ll be tearing up, not thinking about how much I want fried chicken. Credits after the jump. Read more

And Now, Here’s the Memo Regarding the Addition to Ogilvy’s Aetna Biz



This memo, courtesy of OgilvyOne New York president Dimitri Maex announces the arrival of a bit more Aetna biz for the agency.



Last year Aetna appointed us as AOR for all their B2B communications. They have now decided to give us the consumer brand business. This is a terrific win and we owe it mainly to the Aetna team who has been working tirelessly to, first, onboard a very complex business and then, quickly turn it into a well oiled machine. A couple of weeks ago they launched Aetna’s first corporate campaign, “Our Healthy,” which was written up in the New York Times. The team’s work was the main reason Aetna awarded us the consumer brand work. A huge congratulations to Rebecca Barnard, Ben Levine, David Korchin, Stephanie Wai and the rest of the team for making this happen.

With the Affordable Care Act now in effect and the growing importance of public and private health exchanges, the health insurance industry is rapidly transforming from a pure B2B business to one that is primarily consumer driven. Consumer brand advertising, therefore, has become crucially important for Aetna and we couldn’t be more excited to be their main agency partner in this transformation. “

Gordon & Taylor Get CDW to Build Technologically Advanced Stadium, Forget to Hire Team

Ogilvy Chicago’s latest spot in their “People Who Get It” campaign for CDW features Charles Barkley, Doug Flutie, and a technologically advanced stadium without a team.

In the spot, Jim Gordon takes you on a tour of Gordon and Taylor stadium, a domed football stadium he touts as “the most technologically advanced stadium in the world,” thanks to CDW. Features include “3,000 screens, stadium-wide wi-fi, seamless POS systems and a cloud infrastructure solution.” The funniest moment of the spot comes right after this list of features. “Do I know what those are? Not exactly,” Gordon admits. “But they sound impressive.” This should hit home with a lot of people who fall a good deal short of IT expert, myself included.

Over the course of the spot it’s revealed that Gordon has the perfect stadium, a half-time show, cheerleaders, a mascot, Charles Barkley and Doug Flutie on board — basically everything he needs, except a team. He seems to get more and more panicked about this as the spot goes on. Looks like Flutie may have to QB himself. The spot is fun and lighthearted, although I wish Barkley had more lines as he has a good comic presence. I wouldn’t be too surprised to see a follow-up spot

Time Warner Cable Goes ‘Crazy’

Ogilvy and Mather NY’s latest spot for Time Warner Cable Sportscast, “Crazy,” directed by David Gray, asks if it’s crazy to love football so much that you do things that might be a little…unusual.

The simple :33 spot highlights a series of super-fan behaviors as a humorous way to advertise how missing a game is what would really make you crazy. The spot may have been more effective if they had went a little further out there with the “crazy” fan behaviors though, as most of them are pretty tame. The touchdown dance one, in particular, could have been replaced with something a little “crazier.” A lot of people don’t know how to dance.

Wearing the same outfit every game day? Setting up your daughter’s Brownie troop in shotgun formation? Growing a lucky beard?

No, Time Warner, that’s not crazy. But accidentally broadcasting porn on a children’s channel is. Credits after the jump. Read more

Ogilvy Cuts More Staff in Chicago

For the second time in as many months, Ogilvy Chicago has had to make some reductions. Here’s the statement from the agency: “Today Ogilvy Chicago reduced our staff by 1-2%. While we regret having to say goodbye to even one employee, this move is part of a plan to restructure the agency and serve our clients more efficiently.” From what we’re hearing from tipsters, anywhere from 10-20 staffers were affected by today’s move. Like last time, though, details including departments affected and reason for the matter have not been clarified, but we’ll surely let you know if and when we hear more.

Here’s the Ogilvy Memo Regarding E*Trade Win

By now, word is out and widespread that Ogilvy has taken the reins on the E*Trade account, which WPP sibling Grey NY of course resigned at the end of June. Whether they keep the baby or not is a story yet to be told, but according to the Spy line, O&M was one of the frontrunners on the business from the get-go. Anyhow, we’ve read recently installed E*Trade CMO Liza Landsman‘s perspective. Now, let’s pass the mic and read Ogilvy’s courtesy of New York COO Lou Aversano. Read on below and after the jump.


July 23, 2013


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Here’s the Full Memo Regarding OgilvyOne’s Weight Watchers Win

As you may have just heard, OgilvyOne has emerged victorious in the review for Weight Watchers’ digital account. We’ve obtained the full memo from OgilvyOne managing director Dimitri Maex to staff regarding the news. As you’ll see below, said agency beat out the likes of Havas Digital, incumbent Razorfish and 360i for Weight Watcher digital AOR duties, which span everything from digital media buying/planning to social media to analytics. McCann, meanwhile, serves as lead creative agency for Weight Watchers. Anyhow, read on:

I’m incredibly excited to announce our newest addition to the client list. Weight Watchers, the market leader in weight loss, announced today that OgilvyOne has been appointed as the digital agency of record.
This news follows an extensive competitive search in which OgilvyOne won against some of the best digital agencies out there, beating the likes of R/GA, 360i, Havas Digital and incumbent Razorfish.
We’d like to share a few words from our new clients on why they chose OgilvyOne: “The scope of our engagement is broad, and includes digital media planning and buying, social media, advanced analytics, and search engine marketing,” said Sarah Kleinhandler, Director of Digital Strategy and Marketing, Weight Watchers. “Digital is a core channel for us to connect with and engage consumers, and we believe that OgilvyOne will be an important strategic partner in evolving how we fully leverage this critical marketing pillar.”
“Weight Watchers is a social business at its core, and there is a huge opportunity to continue to evolve and unlock the power of social for our brand,” said Lee Hurley, Vice President of Advertising and Social Media, Weight Watchers. “We selected OgilvyOne because of their strategic firepower, innovative creative ideas, digital media acumen, and incredibly passionate team.”
I could not be more proud of the Weight Watchers pitch team who made this happen. The ideas and the depth of our digital capabilities across OgilvyOne and Neo blew the clients away. And it was the energy and spirit of the team and the chemistry with the clients that made the real difference. The only way to win a pitch like this is to go all out and that’s exactly what we did. Our unbelievable new business team under Daniel Korn’s leadership was the real driving force. Thanks to Abigail Lacey, Juan Luna, Charlotte Spatcher, and Keith Smolar we shot our credentials video on a treadmill, we did a company-wide hackathon and we pledged to lose more than 50 pounds as a team during the pitch process.
With every pitch there are so many people to thank and this one was no different. I can’t possibly list everyone who contributed to this win in this email. But I do want to call out the core team who rehearsed relentlessly until the early hours before every pitch presentation: our creative leaders Jim Thompson, Edu De la Herran, Alfonso Marian and Jan Leth, the incredible Gemma Craven and Caroline Chianese who were the backbone of this pitch which focused heavily on social and digital media, our planning team with Jonathan Rigby and Alvaro Cabrera and our gentle but firm pitch general Billy Aymami.  The team would also like to thank all 115 hackathon participants and especially the winners: Brett Pollack, Chris Heydt, Madeline Malachowski, and Samantha Levine. And finally we want to thank the many people who came up to us throughout this process to express their concerns about our health.  What can we say? Weight Watchers works!  But you can stop worrying now — the pitch is over so we will all stop losing weight.
This latest win comes on the heels of a year of great momentum for New York and for OgilvyOne New York, with our most recent wins of the iShares Relationship Marketing business and the Brown Shoe Customer Engagement AOR assignment. Let’s not take our foot off the gas and let’s keep our momentum going throughout the second half of this year!


You Can Watch Time Warner Sports on Many Devices, As Long as the Cable Works

Consider this a left-handed compliment: Time Warner Cable has better commercials promoting their cable service than they do actual cable service. That’s not an exaggeration. Anyone who lives in New York has either experienced firsthand or heard of the terrible reception and customer service. And for anyone planning on writing some snarky, contrarian comment about your perfect Time Warner service, don’t jinx the good cable karma by being an idiot.

That being said, Time Warner is back with another commercial about its sports package, which, according to the above spot, can be watched on just about every mobile device ever created. Victor Cruz, the man in half of all commercials on television, makes an appearance along with golfer Ian Poulter, driver Kasey Kahne, and former NFL coach/current CBS football analyst Bill Cowher (who tipsters have been taking for his acting skills in the last few days). The spot is a short and clever way to include four endorsers at once, a compliment directed completely at the agency behind this, Ogilvy, not Time Warner itself.

In closing, one more reason to dislike Time Warner Cable: Victor Cruz has one contract with TWC and zero contracts with the New York Giants. See another TWC spot with Cowher and Cruz called “The Test” after the jump.

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Neo@Ogilvy Did Part Ways with a Few Execs

It appears that the finance and tech departments at Ogilvy & Mather’s digital media/performance marketing network Neo@Ogilvy did take a slight hit this week. Sources familiar with the matter confirm that said division did part ways with higher-ups including finance director, North America Dan Berman, partner/technology officer Antonio Fraser and director of advertising technology, O’Neill Stanleigh. No official reason was given, but spies allege that account losses played a part in the trimming–though camp Ogilvy says it’s recently hired up to 70 people. All three were based in the New York office, which is reporting no other losses in the Neo@Ogilvy unit.

Berman had served in his post for two-and-a-half years and previously worked as a CFO under the IPG umbrella, Fraser (pictured) spent nearly five years at Neo@Ogilvy and once held an SVP post at Digitas while Stanleigh spent five years as well at Neo and held posts at the likes of OMD during his career.

Two Months Later, Ogilvy Fills Us in On iShares (Updated)

Perhaps our sources were right back in January when telling us that iShares was fairly press-shy, as it took nearly two months for the exchange-traded funds company, owned by investment management firm BlackRock, to at least officially divulge that it’s reunited with Ogilvy–specifically OgilvyOne–on its relationship marketing business. We reported in January, though, that OgilvyOne had already been working on this portion of the business, which was handled since 2009 by MRM, for some time, but had taken over the U.S. account in full.

No clarification on this yet, but the parties involved tell us that the RM portion of the iShares account (McCann previously handled the actual brand advertising) was actually not up for pitch. Anyhow, BlackRock’s global CMO Raj Seshadri has finally spoken out about the Ogilvy appointment (to be led by the San Francisco office) and here’s her statement: ” “At iShares, we believe that every investor is unique. Therefore each investor deserves a tailored suite of products and a personal experience that meets their individual needs. That’s why we are so excited to work with OgilvyOne – the team impressed us with their ideas, passion and the quality of the creative. They’ve developed not just great direct marketing ideas, but simply great business ideas.”

Update: Quick clarification on the matter. We’ve been told by those in the know that Ogilvy proper has actually been working on the brand advertising for iShares, previously handled by McCann, since January 2012. On the relationship marketing front, OgilvyOne won the business in December of last year but didn’t officially start work on it until March 1.