As brand communicators, we face the most challenging business environment in years. Here at Ogilvy we recognise and embrace the fact that mass markets are eroding, through media fragmentation and proliferation, whilst online communication is changing time lines and content expectations.
Ogilvy’s core 360 degree brand communication proposition is now even more relevant and to ensure effective delivery of our core ethos we operate through three distinct businesses : Ogilvy and Mather (advertising), OgilvyOne Worldwide (CRM, sales promotion, activation and digital) and Wilson Hartnell PR (corporate reputation and public relations).
These three pillars service their clients’ specific discipline requirements.
However, in our new communication model offline and online activities coalesce around a common platform which we call The big ideaL™, Ogilvy’s proprietary advance on the “Big Idea”. Big Ideas were designed for a simpler media landscape.
The big ideaL™ is designed for today’s more complex, digitally converged communications landscape in which multiple stakeholders, from retailers and other intermediaries, bloggers, chatrooms to the internal audience, all influence the brand’s future.
In this digitally converged media landscape people create their own communication “paths” and therefore brands have to understand the full range of possibilities for intercepting and reaching people, from the broadcast nature of mass media to the narrowcast opportunities of social media, where content as the new currency, is the common denominator.
At Ogilvy we genuinely believe that the rules of engagement have changed and our proprietary tools such as The big ideaL™, the 4Es, the Last Mile and 360 Digital Influence can help guide brands through difficult times.
“The illiterate of the 21st century will not be those
who cannot read or write but those who cannot
learn, unlearn and relearn.”
Alvin Toffler “Rethinking the Future”
You are welcome anytime to come and have a chat and learn more about our communications model for the 21st Century.
JP Donnelly
Group Chief Executive
Ogilvy Ireland
