ABR 2011: OgilvyOne Worldwide

Brian Fetherstonhaugh

Principal
: Brian Fetherstonhaugh,
chairman and CEO

Ownership
: Ogilvy & Mather (WPP Group)

Offices
: 120 wholly owned globally;
10 in US

Subsidiaries
: A. Eicoff & Company, Lacek, Leopard Communications, Neo@Ogilvy

Global revenue
: $800 million-plus


Capabilities


Recognizing that digital has been both the impetus and catalyst for growing consumer empowerment, OgilvyOne renewed its focus on digital. The agency still engages direct mail, print and direct response TV, but to a lesser extent. As recently as six years ago, digital accounted for 20% to 25% of the agency's business, but that share has since climbed to almost 80%. In addition, close to 4,000 of its employees focused on digital day-to-day.


Accounts


OgilvyOne's growth continued with a string of new clients and expansion with existing clients. Fetherstonhaugh cites the Intercontinental Hotels Group's awarding of their global direct, digital and CRM business to parent agency Ogilvy & Mather as a "big win." Nestle also named OgilvyOne its digital and CRM agency of record for its Wonka brands, and the firm won digital work from Ikea and Kimberly-Clark. It expanded the IBM account, picking up new duties for the technology company's "Smarter Cities" initiative to promote energy-efficient infrastructure. For its campaign for the "Smarter Cities" program, the agency placed an interactive digital display in New York's JFK Airport that communicated IBM's vision for a more energy-efficient metropolis via photos and videos. More than 2,000 consumers interacted with the display within its first week. Fetherstonhaugh credits the campaign's deep interactive elements for its success because it allowed consumers "to get personally and interactively engaged" with IBM's message. The agency also developed the campaign's interactive website, TheSmarterCity.com, which won a gold MIXX Award from the Interactive Advertising Bureau in the business-to-business category.


Staff


The firm added several senior hires over the last year, including two impacting its digital prowess. Parent agency Ogilvy & Mather appointed Brandon Berger, formerly of MDC Partners, as global chief digital officer, which has helped OgilvyOne accelerate digital adoption among its clients and within the agency, says Fetherstonhaugh. It also added Martin Lange as executive marketing director of digital strategy. 


Performance


After a reported $367 million year-over-year revenue slide in 2009, OgilvyOne Worldwide upped its revenue to more than $800 million in 2010, according to parent company WPP Group. It also aimed to get back to its roots, particularly the motto of founder David Ogilvy: "We sell, or else." The agency launched a contest to find the "World's Greatest Salesperson." The program sought to energize employees as well, and to improve the firm's understanding of today's consumer.


"Your channels have to work together, but they're working around a customer's journey," says Fetherstonhaugh. "There's no mobile for mobile's sake or search for search's sake or email for email's sake. They are role players with a specific mission to accomplish in propelling the customer journey." n