Staff Writer
News & Views
Ogilvy reaffirms mission to make brands matter

Ogilvy’s Next Chapter vision, a 2 year journey which has seen the agency’s many global arms embrace a shared clarity of purpose in “making brands matter”, is now culminating in a massive re-founding of the business.

This new, flatter agency structure will focus on simplifying and strengthening its client offering across six core capabilities: brand strategy; advertising; customer engagement and commerce; earned influence and PR; digital transformation; and partnerships. Job titles and training will now revolve around specific “crafts” such as business development or client service, and employees will apply these skill-sets across a breadth of projects.

All of Ogilvy’s global sub-brands will become incorporated into a singular “Ogilvy Group” brand, with a new unifying logo. Ogilvy RED is rebranding as Ogilvy Consulting, and will provide transformation and innovation expertise horizontally across the entire organisation. Further enabling the international unification of the agency will be Connect, a new software platform designed to foster and encourage communication and collaboration between teams.

“We’re probably going through the biggest business transformation in our history,” says CEO John Seifert. “We’re pulling down all the siloes, all the specialist divisions that have been built up over the years and really trying to bring it all together and connect it as one company. We are building a new model for our industry”.

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