Ogilvy launches recession practice

In response to slashed marketing budgets and marketers who are looking to do more with less, Ogilvy North America is launching a dedicated Recession Marketing Practice intended to provide clients with solutions to the challenges they are facing in this recession.

The new practice follows the November launch of a Web site, www.ogilvyonrecession.com, which provides a series of downloadable articles on marketing in the recession.

“The impact of today’s severe recession is far greater than those of the past,” said Marc Fleishhacker, managing director of Ogilvy’s North American consulting business, in a statement. “However, if there is a silver lining, it is that we now have far more powerful measurement, analytics and digital solutions that enable us to deliver quick results with greater efficiency than the approaches that were available in past downturns.”

The new practice brings together more than 100 top Ogilvy experts in marketing strategy, analytics, measurement, e-mail, technology and media. They will be working with a set of “21 Ogilvy Solutions” intended to help clients maximize the value and performance of their marketing budgets.

The solutions are all customizable based on specific client needs and offer strategies that focus on extracting more value from customer databases, further leveraging social media and free media, e-mail and mobile optimization, reengineering loyalty programs and stringent channel planning.

Ogilvy North America is part of media conglomerate WPP Group.

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