Ogilvy & Mather launches specialty video practice

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Ogilvy & Mather has launched a specialty video practice that will target and measure video engagements to help drive sales for clients.

The practice will focus on strategic content, video search engine optimization and producing and distributing content across multiple digital platforms. The unit will also bring together the online video strategy and production team with the Neo@Ogilvy search practice and OgilvyEntertainment.

Robert John Davis, worldwide interactive marketing director and director of the advanced video practice at OgilvyOne, will lead the group. Prior to joining Ogilvy in 2008, he was the director of Rainbow Media's cable network websites and executive producer of convergence at MTV Networks.

“I think the biggest advantage for clients is that we are bringing integrated video development to the table, with all of the strategy and effectiveness goals we are known for,” said Davis. “The hype around ‘going viral' has kept a lot of marketers shooting for all or nothing strategies that owe more to one-way TV type of communication rather than interactive media. We bring clients the benefit of the whole space, and we set key performance indicators based on measurable business drivers.”

The group will also use agency expertise from units including Neo@Ogilvy, OgilvyOne, Global Strategies International and RedWorks, Lee said, via email.

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