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OgilvyAction London triumphed in last month’s MAA Best Awards, winning 3 accolades, including ‘Best Digital Innovation Within a Campaign’ for its work with Triumph’s Essence Launch. The Triumph Essence Launch work also received a merit in the ‘Best Experiential Marketing Led Campaign’ category.

In the September 2012 issue of Internet Retailing, Hugh Boyle – Global Head of Digital at OgilvyAction -  gets to the heart of brand engagement, digital and total retail.

In the article he talks about the value of technology and how its successful assimilation into physical retail can have an immediate and very positive impact on overall brand perception.

You can view the article online here:

http://viewer.zmags.co.uk/publication/700551e2#/700551e2/26

OgilvyAction, the brand activation arm of the Ogilvy Group, has announced the appointment of Richard Woodward in the newly created post of MD.

Woodward returned to the UK at the start of this year having spent over four years in Dubai setting up the OgilvyAction office (part of the Memac Ogilvy network) in the Middle East. In addition to his new leadership role, Woodward will continue hold overall responsibility for business development.

Andrew Reeves, COO at OgilvyAction, commented: “New Business is the life blood of our agency and critical to our success. It is no longer the role of only one individual but someone who can rally a strong team together to provide real business value to clients. That’s why we have appointed Richard as he has exactly the right skills to do this.”

Woodward described his new role as a “brilliant challenge,” adding “Building the OgilvyAction office in Dubai was excellent preparation and I’m looking forward to putting my experience into practice on a much broader stage. Our UK office is the largest in the network and I’m keen to build on our current momentum by delivering truly creative and commercially effective work for our clients.”

The Field Marketing and Brand Experience Awards has announced the 2012 Agency of the Year contenders.

The two lists reflect a year with many teams showing strength in depth. 5 contenders were brought forward for Field Marketing Agency of the Year whilst 7 battle it out for the Brand Experience crown.

Shortlist: Brand Experience Agency of the Year

• Ignite
• Jack Morton Worldwide
• M&C Saatchi Sports and Entertainment
• OgilvyAction
• Sense
• RPM
• TRO

Frank Wainwright, awards director comments: “The Brand Experience Agency of the Year has never been won by one agency more than once. It is hard to do so because the Brand Experience Awards reach out far beyond the core specialist agencies – a challenge to consistency. Previous winners Ignite, Sense, RPM and TRO take on, this year, the collective might of Jack Morton, M&C Saatchi and OgilvyAction in what is sure to be received as a much prized accolade.”

Originally posted on http://www.fieldmarketing.com/articles/891/59/FMBE-Agency-of-the-Year-contenders-announced/d,news-details/

On  Friday 5^th October we attended the Event Awards at The Roundhouse in London and the best thing for us is that our work for Siemens (COP 17) won in the ‘Best International Exhibition, Brand Experience or Creative Event’ category.  The work was up against pretty tough competition, delivered by some of the best agencies in this field, which is even greater testament to what a really strong piece of work was created and delivered.

We were tasked to develop and deliver an events marketing concept for Siemens at COP 17 (The United Nations Conference for Climate Change) in Durban, South Africa.

The core of our idea was driven by a locally embraced, globally recognised symbol The Baobab Tree. Please watch the short case study film below which tells the story of the core of our idea:

Case study film: http://youtu.be/4095FpW4Tu8

Making of film: http://youtu.be/vv2HWCHzf3U

However the work didn’t stop there, the symbol of the Baobab Tree was used across all of Siemens marketing communications and event activation during COP 17 to deliver a truly integrated multi channel campaign.

Working closely with the South African local government we also designed, built and implemented a 2000sqm pavilion sponsored by Siemens to host not only their key exhibits, but also relevant third party exhibitors and conferences.

There is so much more we could talk about… if you’re keen to understand the project in more detail please get in touch with Hannah Vicary (hannah.vicary@ogilvy.com) and she can share the full case study with you.

New technologies – especially mobile ones – are changing the path to purchase.  Shopper marketing is focusing brand owners’ minds on identifying those moments (on and offline) when interest in a brand can be transformed into sustainable sales uplifts; uplifts that shift product, build brand values and that meet the needs of the brand’s retailer partners.

But there’s an ROI issue.

The tools we have for evaluating the effectiveness of shopper strategies haven’t evolved at the same pace as the strategies themselves.

There is a lot of focus on sales uplifts but not enough on measuring how shopper initiatives have changed behaviour and attitudes long-term, outside of the campaign period.

Data on changes in behaviour or attitude driven by shopper campaigns are hard to find.  Retailers often have behavioural data from store cards and brands often have attitudinal data from tracking studies but even if you can get access to them the two sets don’t match up.

Shopper marketing typically produces short term, retailer specific, often low-cost initiatives but brand tracking studies are longitudinal, broad and expensive.  They measure different things.

Now these papers, underwritten by OgilvyAction and JWT Action point to a more measurable future.

The emerging idea of big data may soon make it easier to demonstrate the real ROI of shopper campaigns.

Every time we engage with online media, shop online or use a loyalty card we leave a data trail behind us.  Taken on an individual level this ‘single source’ data could provide the first 360-degree picture of an individual shopper’s day including media-exposure and purchase behaviour.

So far, the best models track exposure from just three channels: online, television and in-store; data streams from mobile devices may be added in the foreseeable future.

Together with our clients, OgilvyAction is committed to being at the forefront of these new metrics.

Only when we work together, setting meaningful measurement goals for brands and retail partners and sharing data will we stop focusing just on short term uplifts and start to see shopper marketing as a truly strategic part of the marketing mix.

The articles are available to view on our SlideShare page which you can access here:  http://www.slideshare.net/OgilvyAction

Mobile plays perfectly into the hands of women who are looking for simpler, more convenient ways to buy online, says Simon Stebbing.

Technology and gadgets are often seen as a male-dominated preserve. But when it comes to mobile, it’s clear that in many respects women are actually taking the lead and brands need to design and develop their apps and m-commerce services with this in mind.

Recent research that we conducted at OgilvyAction into the mobile behaviour of 1,000 UK consumers backs this up. We found that 56% of women own a smartphone, as opposed to 51% of men, and BlackBerry is clearly their preferred platform (21% of women against 15% of men). There is an argument that the more functional approach of BlackBerry and often cheaper devices appeal to younger and especially female audiences.

But even more importantly, women are more likely to use their phones for more than just calls: one in six had bought something on their mobile, opposed to one in nine men. They are also far more likely to purchase groceries, clothing or toys via m-commerce.

So why does mobile appeal to women? Our research found that one third (35%) thought it was easier to buy on a mobile than on a desktop or laptop (against only a quarter of men). Similarly, 42% of women think mobile commerce is faster (vs one third of men) and 55% think it’s more convenient, as opposed to 40% of men.

What becomes swiftly apparent is that mobile plays perfectly into women who are looking for a simpler, more convenient way to buy online – particularly those who may be already out and about on the high street than sitting at home in front of the computer.

Our research also found that women are more likely than men to go in-store and take a photo for future reference, or to use a price comparison app or an online voucher or another sales promotion (although, interestingly, men are actually far more likely to scan QR codes).

The research also found that women are more likely to use their mobiles to shop around rather than sticking with the services of the store they’re standing in. Also, 46% of men will visit the store’s own website (against 42% of women), but just under a half of women will visit a competitor’s website on their mobile.

All these statistics show that brands need to understand this female audience when it comes to m-commerce. First, it’s about research: nearly half of women will buy something via the mobile if they’ve used the device to research the best price first (as opposed to only a third of men). Second, they’re more likely than men to prefer using a mobile-dedicated site rather than an app for that purchase.

But although many women may prefer a mobile site to an app, it doesn’t mean they shy away from the app market. Quite the contrary; in fact, our research found that women are significantly more likely than men to regularly use mobile apps in sectors such as health, entertainment, lifestyle, social networking and, perhaps contrary to another stereotype, games.

• Health – 9% of women use health apps a lot vs 4% of men.

• Entertainment – 28% of women use entertainment mobile apps a lot vs 15% of men.

• Lifestyle – 17% of women use lifestyle apps frequently vs 8% of men.

• Social networking – 48% of women use social apps a lot vs 26% of men.

• Games – 37% of women use gaming apps regularly vs 26% of men.

Whereas men might choose a console or laptop for their gaming fix, women are both increasingly likely to play games online and to do so on their mobiles. The biggest difference, however, lies in social networking, where our research reinforces the now commonly-held view that women are leading the charge online.

In the US, Google Ad Planner has calculated that 82% of active Pinterest users are female, while Facebook chief operating officer Sheryl Sandberg has said that female Facebookers have 8% more friends and are responsible for 62% of sharing on the network.

Meanwhile, recent Porter Novelli research found that almost two-thirds (65%) of UK females access social media at least once a week, compared with around half (51%) of men. It also revealed that a similar percentage (64%) of social-media active women, as opposed to 56% of men, follow brands in order to find better discounts.

Brands are already taking this behaviour into account in their social media marketing, but it’s clear that the same shifts of tone of voice and approach (ie towards messaging that will appeal more to women) that we’ve seen in their presence on social networks should equally be applied in the mobile environment.

In an increasingly feminised digital media environment, mobile sites and apps designed more with female customers in mind may well be the best way for businesses to attract a higher proportion of mobile business.

Simon Stebbing is managing director of digital at OgilvyAction – follow them on Twitter @ogilvyaction

Originally posted by The Guardian:
http://www.guardian.co.uk/media-network/media-network-blog/2012/aug/06/women-lead-mobile-technology-retail?newsfeed=true

OgilvyAction has won in the Best Use of Mobile category at the New Media Age (NMA) Awards in London last night with their Wetherspoon Connect work for Bacardi Brown-Forman.

Beating fierce competition from ten others on the shortlist, Wetherspoon Connect picked up it’s 4th gong this year.  Wetherspoon Connect targeted university students and provided them with access to unique food and drink offers at Wetherspoon, via their mobile phones. Utilising a number of highly targeted digitally led media channels, over 1.1 million impressions were achieved during the first six weeks of the campaign with limited media spend.  An email click rate exceeding 11% surpassed campaign targets and industry averages (c.3.2%).

Hugh Boyle, OgilvyAction’s global head of digital, said: “New Media Age has reported on every milestone in the history of digital for nearly two decades. It has always been something of the ‘village voice’ for the digital community, its content and opinion always highly respected and valued by digital creatives, techs, strategists and suits alike.

“As such, the ‘New Media Age’ Awards are held in similarly high regard and recognise the very best work, judged by and voted for by digital people. For OgilvyAction to win one, and particularly to win in such a tough and specialised category as mobile, is a real achievement. We should all be very proud.”

Andrew Reeves, OgilvyAction COO, adds: “We couldn’t be happier to have a further award for Wetherspoon Unlocked.  It is an excellent example of a brand facilitating social interactions based on a key insight about intensive smartphone use among students. By creating something inherently useful and fun, we were able to get the brands into the hands of the students. And the level of effectiveness despite a limited media budget is one of the key strengths of the campaign.”

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.

Last year, OgilvyAction (the Shopper Marketing arm of the Ogilvy Group) created an instantly recognisable and engaging icon for Siemens at the 17th Conference of the Parties (COP 17) – that encapsulates the company’s key proposition – “Enough for all for generations to come.”

The agency was briefed to create a symbol that would attract the attention of the world’s media and visiting COP 17 delegates and demonstrate Siemens’ proven technology solutions in the field of renewable energy. The conference was held in Durban, South Africa, so OgilvyAction’s solution had to be rooted in African culture and position Siemens as a catalyst for hope and action.

In response to the brief, the agency built a 15m tall Baobab Tree made from reclaimed materials. The iconic Baobab Tree, also known as “The Tree of Life,” represents wisdom and longevity. The structure of the tree was designed and made by South African constructionist, Daniel Popper. It was transported in parts to Durban beach where it was pieced together across four weeks from reclaimed materials like wood. The tree was decorated with thousands of lights powered by sustainable energy.

The tree ‘site’ became the unofficial broadcast point for many local/international media and news outlets with reporters using it as a backdrop for their reports. A special hashtag (#mycommitment) was devised for the event and trended worldwide in over 10,600 tweets throughout the duration of the campaign. A total of 30,170 people visited the tree.

Siemens – Making the Baobab Tree (COP 17)

Originally posted by dexigner.com: http://www.dexigner.com/news/25326#ixzz1yu6d1NOs

Cannes, France, June 23, 2012.
OgilvyAction’s parent company Ogilvy & Mather Worldwide was named Network of the Year at the 59th Cannes Lions International Festival of Creativity.

Cannes Lions, 2012, saw Ogilvy & Mather have its best ever year. It has been presented with the prestigious Network of the Year award, and has won 83 Lions across all categories, including 1 Grand Prix, 12 Gold, 20 Silver and 50 Bronze. The network has also achieved a record 305 finalists during the festival.

Tham Khai Meng, Worldwide Chief Creative Officer at Ogilvy & Mather and Film & Press Jury President at Cannes 2012 said:

“We are delighted to be crowned Network of the Year in Cannes 2012 on top of winning a Grand Prix and 83 Lions. The awards are a reflection of our strong creative and management teams, our client relationships, and our agency culture that places its emphasis on creativity. It’s great to be recognised by our peers.”

Ogilvy & Mather China was crowned with a Grand Prix in the Outdoor category for its ‘CokeHands campaign.’

Across the Network 12 Golds were awarded – across all categories – for the following campaigns:

- 3x Gold for ‘The Return of Dictator Ben Ali’, Ogilvy & Mather Tunisia (2x Promo & Activation; and Branded Content & Entertainment)
- 1x Gold for its ‘Sprite Shower,’ Ogilvy & Mather Brazil – Sao Paulo ( Promo & Activation)
- 1 x Gold for its Carling Black Label ‘Be The Coach,’ Ogilvy Cape Town (Branded Content & Entertainment) – 1x Gold for its Claro TV ‘Half of HBO for free,’ Ogilvy & Mather Guatemala (Direct)
- 1 x Gold for its Claro ‘A’ ‘T’ ‘S’ ‘I’ campaign, Ogilvy & Mather Brazil (Press)
- 1x Gold for its IBM ‘THINK’ campaign, Ogilvy & Mather NY (Design)
- 1x Gold for its Hellman’s ‘Recipe Receipt’ campaign, Ogilvy & Matcher Brasil (Promo & Activation)
- 1x Gold for its ‘Coke Hands’ campaign, Ogilvy & Mather, China (Outdoor)
- 1x Gold for its Forbes ‘Donald Trump’ campaign, Ogilvy & Mather Brazil (Outdoor)
- 1x Gold for its Coca-Cola ‘Share a Coke’ campaign, Ogilvy & Mather Sydney (Outdoor)
- London made a significant contribution to this achievement with a total of 7 Lions.

Winning Network of the Year, and the record haul of 83 Lions across all categories in the 59th Cannes Lions International Festival of Creativity, 2012, breaks last year’s impressive record of 61 award wins (12 Gold, 17 Silver, and 32 Bronze).

For the first time in it’s history, OgilvyAction (the Shopper Marketing arm of the Ogilvy Group) placed in the Cannes Lions with 11 shortlists and winning a Silver and a gold.  OgilvyAction London was shortlisted in the Best use of Mobile Devices within the Media Lions category for the Wetherspoon Connect campaign.

The International Festival of Creativity, also known as Cannes Lions, is the world’s leading celebration of creativity in communications. As the most prestigious international annual advertising and communications awards, over 28,800 entries from all over the world are showcased and judged at the Festival. Full information about the 2012 Awards and winners can be found at: www.canneslions.com

OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.