24 June 2008
By Kevin Whitlock
Great news for music lovers everywhere - we have won a special “Alumni” project brief from the National Youth Orchestra of Great Britain (NYO).
The NYO, which was founded in 1948, offers young musicians between the ages of 13 and 19 orchestral training in the symphonic repertoire. The 160-strong Orchestra performs regularly in some of the UK’s most prestigious venues with internationally renowned conductors such as Sir Colin Davis and Sir Simon Rattle.
As a registered charity, the NYO receives no direct government support and relies of the generosity of private and corporate donors and supporters to carry out its work. In its diamond jubilee year, the organisation has decided to focus on raising both its national profile and tapping into its army of alumni (former members of the NYO include Simon Rattle, Mark Elder, Thomas Ades, Judith Weir and Alison Balsom).
OgilvyOne has been engaged to approach the 1,250 passive alumni and reconnect them with the NYO in the hope of enlisting their financial support. It is also hoped that some of these “passive” alumni will be able to help establish contact with as many of the 975 or so former members who have completely lost touch with the Orchestra as possible.
Work on the project will start in July, with OgilvyOne initially helping NYO with its databases and creating an email campaign. A creative campaign should follow shortly afterwards.
Sam Williams-Thomas, deputy managing director and head of new business at OgilvyOne London says: “This is a very interesting piece of work for a client which plays a vital role in the cultural life of the nation. It offers a number of opportunities which I think many of the creatives here will be extremely keen to get their teeth into. It’s going to be fun, as well worthwhile.”
The NYO is actively supported by British Gas, another of OgilvyOne London’s clients.
12 June 2008
By Kevin Whitlock
Today Emma de la Fosse, creative partner at OgilvyOne London, jetted off to the South of France for the Cannes Lions festival. But she won’t be attending as a delegate, she has been asked to sit on the jury of the Direct Lions – a huge honour, and recognition of her achievements within, and service to, the direct industry. She’ll be evaluating the best DM work from around the globe, with the winners announced on the evening of 16th June.
Emma has been at OgilvyOne since 1999. Together with her art director (and husband) Charlie Wilson, she has garnered awards for both integrated and direct campaigns including two Grands Prix from Campaign, Gold and Silver Lions, four Gold Direct Marketing Association Awards, and awards from D&AD and The One Show (so she’s no stranger to awards herself).
6 June 2008
By Kevin Whitlock
One of the biggest problems that utilities and telecomms companies face is that of customer “churn”, with promiscuous consumers looking around for the best deals. Persuading lapsed customers that the grass wasn’t necessarily greener on the other side is tricky… memories can be short.
To help BT win back customers who’d defected we came up with a “While you were out we tried to deliver …” Royal Mail card to communicate what has changed about BT’s service.
Marketing magazine described it thus: “It looks authentic enough at first glance to make the reader believe they have missed an important package or letter – only after reading the card does it become clear that it is advertising BT. This is misleading in the best possible way – it is clever, innovative and shows real effort.
“This can’t be said of every mailer that comes through the letterbox, and
the piece shows imagination, using the right channel, format and environment to get consumers to sit up and take notice, and setting the brand apart from its numerous competitors.”
5 June 2008
By Kevin Whitlock
OgilvyOne London today announced that it has added another piece of British Airways business – the £2m-plus digital European and African account – to its client list.
The latest task – which was won after a competitive pitch against the joint forces of Publicis and Zenith Optimedia – comes just a week after we won the biggest pitch of 2008 so far, the global DM and loyalty communications business, won after a three-way shootout with WWAV Rapp Collins and Carlson.
OgilvyOne’s relationship with the airline began at the end of last year, when it won the digital Asia-Pacific account.
The new account will be run out of London, led by Jo Coombs, and we’ll be taking responsibility for the airline’s digital advertising across 40 European and African countries. Neo, our digital media planning and buying shop, will handle the digital media planning. Another agency will be handling the UK digital account.
This is the first time BA has appointed a single agency to handle its Euro-African business - previously it appointed agencies on a project-by-project basis.
Annette King, managing director of OgilvyOne London, said: “This makes it a hat trick for us — the grand slam of pitches. First the Asia Pacific digital business. Then the global direct and loyalty business. Now the European digital business. We are absolutely thrilled and look forward to being able to bring our full might to work for British Airways – strategically, creatively, digitally and globally. We are very extremely proud to add this great British brand to our client portfolio.”
