Tuesday, October 03, 2006

Ogilvy In Top UK Interactive Agencies


Owner: WPP
Founded: 1997
MD: Mike Dodds

Business split: 20% email, 15% websites, 15% media planning/buying, 15% advertising, 10% marketing, 10% strategic consultancy and project management, 5% iTV, 5% database management, 3% wireless, 2% ecommerce

Clients: BT, IBM, BP, First Great Western, American Express

The interactive divisions of OgilvyOne have picked up a lot of integrated work this year, including European business for car hire agency Avis, Chiquita the banana company and easyJet.However, Ogilvy Interactive has also picked up a substantial amount of business in its own right, doing interactive TV work for BT and deepening its relationships with both Unilever and BP. For BP the agency has carried out dedicated online work to promote the energy company's green credentials, and its work for Unilever has seen the creation of a European suite of websites for the Sunsilk haircare brand.

Other engagements throughout the year include the redesign of the American Express global sites and a viral film for Yahoo!/Fifa as part of the internet giant's World Cup sponsorship.One of the big changes of the year saw Neo@Ogilvy born, following the ending of the joint venture between WPP agencies Ogilvy and Mindshare that created mOne.

The media agency now sits firmly within OgilvyOne and took on Richard Wheaton, ex-managing partner at Carat Interactive, as its first UK CEO.Having media in-house has given the agency a new depth, according to Giles Rhys Jones, director of OgilvyOne's interactive team. He says that now creative and media teams can bounce ideas off each other, the biggest challenge is determining the right media mix for clients. "What part does digital play and how can you get a 360-degree idea working across all channels?" he asks. Rhys Jones believes that the last year has seen digital firmly cemented within OgilvyOne and the coming year will see the agency drive digital into as many areas of the network as possible.



Anonymous said...

If Digital is put at the heart of the agency, does that mean that the DM agency does digital DM, the branding agency does digital branding and the sales promotion agency does digital sales promotion? If that is the case, what does the digital agency do?

Giles Rhys Jones said...

run the other agencies.

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