Posts Tagged ‘Ogilvy’
Can you hear my brand now?
A new study by Ogilvy, Google and TNS presented at this week’s International Festival of Creativity at Cannes ironically highlights the effect PR can have on ad campaigns as applied to brand perception and sales.
In short: word of mouth is the most powerful factor when it comes to consumers’ relationships with brands.
Think you’re the exception to the rule and you can just check one text really quickly while driving and not miss a beat or put lives at risk? A few people in this Hong Kong movie theater probably thought so, too — that is, until this happened:
Mobile use is now the leading cause of death behind the wheel, and while most of us “know” that, it seems to be a difficult message to hammer home in PSAs. We’ve seen many heart-wrenching spots featuring loved ones of those killed in texting-related accidents, but no matter how true or deeply moving those ads are, they are still happening to other people.
Apparently recognizing this challenge, Volkswagen, in partnership with Ogilvy Beijing, came up with a way to make their PSA happen to the audience, rather than just play out in front of them. The (above) result is shocking, powerful and completely unforgettable. We imagine every person in that theater will think twice before checking a text while driving.
- Ogilvy‘s western division will handle PR duties for Energy Upgrade California, a self-described “energy management brand and marketing initiative” created by the state’s energy and utility commissions and the California Center for Sustainable Energy. Ogilvy began work on a rebranding project in February and will continue assisting the group in its noble attempts to help Californians better manage their own energy consumption–an effort that will occupy the minds behind all four area Ogilvy practices.
Every brand wants to start a conversation, right? Unilever’s Dove has unquestionably scored one of the biggest media wins in recent years with its extended “Real Beauty” campaign by Ogilvy.
The latest spot, titled “Patches”, went viral faster than any of its predecessors. In an interview earlier this month, a branding expert told us it was an example for other brands to mimic.
And yet, with success comes criticism. As the ad got bigger, nearly every blog weighed in to knock it. EDGE Collective founder Ryan Aynes told us that the amplification of negative sentiments on social media made the backlash look larger than it actually was, but plenty of people still disapprove.
This parody of the spot isn’t the funniest thing you’ll see this week, but it does summarize the complaints made against Dove:
As our headline reads, however, Unilever is totally cool with it.
The week’s most-discussed article was this one, by Emma Jacobs of Financial Times, which imagines a corporate world free from the “bland message[s]” of “spin-doctors” who “[drum] up controversy simply in order to increase their fees.”
Her overly emphatic point is that certain top financial executives like Warren Buffett prefer to speak directly to journalists and shareholders (though they all have personal assistants). The killer quote, delivered by an unnamed British tech comms director:
“I have no idea what [PR does] for us.”
…and it keeps going.
Lippincott announced the promotions of both Fabian Diaz and Allen Gove, to the position of senior partner. As senior partner in Lippincott’s Experience Innovation practice, Diaz will continue to design breakthrough experiences, innovations and branded environments. Over his 14-year career at Lippincott, his expertise in developing design strategy and frameworks has led to award-winning design systems for his clients. Gove’s promotion to senior strategy partner comes after seven years of excellent client work in brand strategy development, including positioning, naming, brand architecture and activation. Gove provides vital guidance on some of the toughest challenges facing the healthcare industry and will continue to help redefine healthcare branding during his next phase at Lippincott. He has also been a key contributor to the strategy team’s recruiting and mentoring efforts. (Release)
Ogilvy hired Michele Anderson as managing director of its Chicago office. Anderson most recently served as director of Ketchum Atlanta, where she handled day-to-day operations; before that she ran the agency’s South Africa affiliate Magna Carta for 15 years. She will relocate to Chicago and begin her new role on April 1, reporting to Robert Mathias, Ogilvy PR North America CEO. In the new role, Anderson will work closely with the global Ogilvy organization as well as its Chicago marketing and advertising wings to oversee client accounts, financial performance, business development and talent/office operations in order to guide growth and strategic direction. (Release)
Public relations and social media agency Slice Communications, LLC, announced that it has hired Jenni Glenn as a public relations account supervisor. Glenn joined Sprout (NBCUniversal’s preschool television channel) in 2006 and spent the next seven years as head of communications for the network, most recently in the role of vice president of communications and marketing. While there, she acted as the network’s main media spokesperson and was a member of the senior executive team for Sprout, handling all internal and external communications, show publicity, talent relations, social media, crisis communications, prosocial and viewer services. Prior to joining Sprout, Glenn worked in various executive and manager-level communications positions at the Miss America Organization, QVC, Inc., CDNOW, Inc., and Milan Entertainment. (Release)
MWW announced that Katie Myles has joined the firm’s Chicago office as vice president, consumer lifestyle marketing. Myles brings more than a decade of experience in integrated marketing communications and Millennial and family marketing, as well as experience working with wellness programs and major partnerships. In her new role at MWW, Myles will serve Chicago’s consumer and technology clients, while also growing the firm’s award-winning Health and Wellness practice. Prior to joining MWW, Myles served as senior account supervisor for the consumer marketing team at Edelman’s Chicago office where she acted as project manager and team leader for the National Dairy Council, one of Edelman’s largest clients. (Release)
Peppercomm promoted Jacqueline Kolek to the role of managing director. Kolek leads high-level client counseling across a diverse group of accounts and established the firm’s social media and digital offerings. She has deep expertise in helping clients in the B2B space and those in highly-regulated industries to leverage integrated communications offerings to drive business goals. Kolek, a partner with the company, has been with Peppercomm for 14 years, joining the firm as an account supervisor. Since then, she has won and grown multiple accounts in the financial services and business-to-business/industrial sectors. She also helped design Peppercomm’s CrisisRx service offering, where she leads crisis simulation and preparedness workshops with clients to develop and test crisis processes. (Release)
Ogilvy Public Relations announced that Rachel Caggiano, senior vice president of Social@Ogilvy has been promoted to executive vice president, North America head of content, effective immediately. Caggiano is a founding member of the award-winning Social@Ogilvy offering and seven-year veteran of the agency. In her new role, Caggiano will direct the expansion of Ogilvy PR’s work in content marketing, emphasizing the distinct role that content plays in public relations, building reputation, establishing thought leadership, and driving advocacy. She will leverage her talents as an innovator in digital communications and her experience as a global manager of the paid, owned, earned media approach to design custom content marketing solutions for new and existing clients across North America. Since joining Ogilvy PR in 2007, Caggiano was a founding member who helped spearhead the rapid growth of the agency’s social media offering, (then 360 Digital Influence) Social@Ogilvy. (Release)
Telemundo Media announced the promotion of Allan Infeld, an industry veteran in media marketing and business development, to vice president, Client Development. Infeld had previously served as director, Client Development, Telemundo Media since joining the company in March 2013. In his new role, Infeld will work closely with internal stakeholders and business units to oversee all new client development for Telemundo Media. He will be responsible for identifying new ad categories and initiating and maintaining conversations with key advertisers. Infeld joined Telemundo Media in March 2013 as director, Client Development, where he worked with a variety of clients within the pharmaceutical space. Previously, Infeld was vice president, Client Development & Ad Sales, New Business Group at Univision Communications Inc. (Release)
- Andrew Graham is a PR vet who most recently worked with Greentarget as a senior associate and consultant; he’s also written a guest post or two for a certain PR blog you may have read.
- Jeremy Bridgman has experience in both the communications and restaurant industries, working in accounts with Waggener Edstrom, Ogilvy and others and helping to launch Williamsburg’s Two Door Tavern.
The reason we mention them, of course, is that they just launched their own agency this week: Clear.
As Graham tells us today, the two decided to strike out on their own back in August and spent the next few months drawing upon their experience in the field to define their approach with a few basic principles, first and foremost that traditional media relations work is “unsustainable.”
What will make Clear stand out?
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