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British Gas has appointed OgilvyOne and CHI & Partners to handle its B2B integrated advertising and marketing account. 
 
The agencies have been tasked with helping to grow the supply side of the business and promote its service offering. Part of the task will be to focus on growing customer advocacy and driving customer engagement through the development of a fully-integrated campaign.
  
Annette King, Chief Executive Officer at OgilvyOne said: “The need for brand differentiation within the energy sector is at an all time high. This campaign will enable us to combine our CRM, B2B, digital, brand and advertising capabilities to fulfill the brief on behalf of a truly innovative client.’
 
OgilvyOne and CHI & Partners will continue as lead agencies on the British Gas consumer account.

IBM, main sponsors of ITV’s coverage of the Rugby World Cup 2011 in New Zealand, will air new idents created by OgilvyOne, from Friday 9^th September 2011 starting with the opening ceremony.

The campaign centres around people having unexpectedly smart conversations about rugby, and features a number of characters discussing games they have seen, their conversations peppered with data. The campaign’s primary objective is to associate IBM with data analytics and to highlight the company’s presence in this category.

Rosemary Brown, UK Advertising Manager, IBM commented: “The campaign aims to get senior business decision makers to associate IBM with analytics by leveraging the buzz that surrounds this momentous global sporting event.”

Annette King, Chief Executive, OgilvyOne London, commented: “People in everyday situations talk in an unusually insightful manner about rugby, their conversations informed by data. This theme lies at the very heart of this campaign, and captures the public mood at the same time.”

IBM’s sponsorship also includes a presence on air, online and on mobile platforms which will run until the 23^rd October and is part of IBM’s Smarter Planet initiative. Further information on this campaign can be found at www.ibm.com/smarterdata.

OgilvyOne, Campaign’s Direct Agency of the Year, has hired two award-winning creative teams.

Laila Milborrow and Paul Pearson were with Archibald Ingall Stretton for just under three years.  They earned their stripes working on clients such as O2, Origin Wines, Skoda, lowcostholidays.com as well as producing multi-award winning work for CoppaFeel! a young breast cancer awareness charity.

In their short careers, Laila and Paul have won a 2011 Cannes Bronze Lion amongst thirteen other awards, including The Havas Internal Agency Grand Prix and a Bronze at last year’s DMAs.

They also reached 6^th place in Campaign’s top ten pieces of Direct 2010 with their work for O2 Business.

Graham Jenks and James Nester join as OgilvyOne’s senior team.

Having worked across just about every channel, from social media to interactive TV, Jenks and Nester have been recognised at all the major award shows including D&AD, Eurobest, Epica, DMA, Campaign Big and Cannes Lions.

They bring their own client, Kern Precision Scales, which won over twenty awards and nominations last year alone.

Says Emma de la Fosse, Executive Creative Director, OgilvyOne ‘We are proud to be welcoming two really talented creative teams to the agency.  Both teams have already won a bunch of awards for their creative work and we hope that they will continue to produce fabulous work for our clients.’

OgilvyOne London is delighted to announce the appointment of Ann Higgins (above) to the new position of Head of Customer Strategy, with immediate effect.

Reporting into Ogilvy EMEA Regional Director of Consulting Mark Inskip, Ann will be responsible for helping to unite the complex skill sets and disciplines of modern marketing and CRM – planning, strategy, data analysis, search, creative, engagement, experience planning and so on – to create strategies for OgilvyOne’s major clients including BT and British Airways.

Ann arrives from OgilvyOne Paris, where she has spent the last year as Director of Experience Planning, working on CRM, consulting, e-commerce, mobile and analytics programmes and as Global Strategy Director (Digital & CRM) on the Nestlé account since 2008.

She began her marketing career in 1998 when she was selected for OgilvyOne parent company WPP’s acclaimed Marketing Fellows programme.

After initial spells in London at WPP agencies JWT, Mindshare and The Henley Centre (now The Futures Company), she joined OgilvyOne in New York in 2001 as a senior Relationship Marketing Consultant and was nominated Partner in 2003. She worked on brands such as Polo Ralph Lauren, Cisco, SAP, Unilever and Kimberly Clark and led successful new business pitches for the agency’s consulting group.

Mark Inskip said: “This is another fantastic appointment and a welcome addition to an already very strong consulting and planning team.

“Ann has an excellent record as an innovator and strategist on complex accounts and is an expert on addressing and solving challenges, especially in the digital sphere; and her record in helping to grow clients’ business, as well as our own, is second to none.”

OgilvyOne London unveiled its latest campaign last night at a packed London art gallery private view. The campaign, called “Taste”, is for OgilvyOne client Freggo ice-cream, and kicks off with an exhibition at the Menier Gallery.

Taste uses ground-breaking “data visualisation” technology as part of the Sensational Ice Cream campaign for Freggo.

OgilvyOne creative team, Rae Stones and Fiona Sanday, have been working with Andrew Shoben from Greyworld, an art collective renowned for its work in urban spaces, to create a bespoke computer program that captures six core elements of the ice cream flavour, all of which have been validated by the British Society of Flavourists.

The response data (sweetness, richness, creaminess, juiciness and so on) are fed into the program to define how the visuals look.

Visitors to the exhibition can not only view Greyworld’s visualisations of various Freggo flavours, but also create their own, bespoke “artworks’ by feeding their own perceptions into a computer (below).

OgilvyOne London’s chief executive Annette King said: “Freggo is one of those accounts we love having – it offers the opportunity to really stretch our creative muscles. We thought that a new and unique product deserved marketing that was a break from the norm. Enjoying ice-cream is a sensual, almost immersive experience – which is also different for every single person. So why not have advertising which is itself immersive and tailored to the individual’s personal perceptions?

“In collaboration with Greyworld, our creative team, led by joint ECDs Charlie Wilson and Emma de la Fosse, has come up with what we think is a high-impact campaign which will get the brand talked about and which will delight the target audience.”

Charlie and Emma added: “We buy ice-cream based on what it tastes like, or what we think it will taste like. Given that Freggo’s flavours are unusual and distinctive, we wanted to show people what their taste buds experience when trying them for the first time. It’s never been done before so, we developed a taste test with the Gaucho Head of Wine and asked the Society of Flavourists to validate it. The result is six simple questions which you answer based on how you taste each flavour. Your own personalised art is then generated. As no two people taste things in the same way, each piece of art is unique to the individual.”

Martin Williams, operations director at Gaucho Restaurants (that’s him in the white jacket above) said after the event: “OgilvyOne came up with an amazing idea and made huge efforts turn them into reality. The concept and art look fantastic – I am sure that it will continue to get great publicity and drive traffic to Freggo.”

The public are invited to view Taste at the Menier Gallery, London Bridge (www.meniergallery.co.uk) until 16^th April.

The taste test will also be featured at Freggo’s Swallow Street, London store. Customers will be able to take the test, see their art and receive an email with their own artwork or upload it to their Facebook, Twitter or other social media pages and share with friends and family.

You can view a selection of photos from last night’s event – plus posters and other promotional materials – at the Ogilvy Group UK Flickr pages

British Airways today (April 12, 2011), announces the extension of its relationships with two of its lead agencies -OgilvyOne London and Bartle, Bogle Hegarty (BBH).

The announcement follows an internal review and evaluation undertaken by the airline.

OgilvyOne, the airline’s digital and direct agency, will continue in its capacity as British Airways’ global loyalty and below-the-line marketing communications agency. The team will continue to support British Airways’ Executive Club and OnBusiness programmes – and remain the digital and direct agency within Europe, Africa and Asia Pacific regions.

Ian Romanis, British Airways head of customer engagement, says: “Over the last three years we have developed a strong partnership with OgilvyOne and have continued to be impressed by their strategic capability, creativity and value they have added to our business”

Annette King, OgilvyOne London chief executive says: “British Airways is a fantastic brand – one that the whole team here at OgilvyOne are very proud to work with. We’re all thrilled that our partnership has been extended and look forward to producing more great work together in the coming years.”

BBH, who were appointed in 2005, will continue as British Airways global advertising agency, supporting brand communications across the world.

Earlier this month, Campaign magazine published its prestigious School Reports. These rate the UK’s agencies’ performance over the past year, with a mark given out of 9. As you might expect for a company which won the same magazine’s “Direct Agency of the Year” title a couple of months previously, OgilvyOne London got full marks – 9 out of 9. It was the only agency of its type to score so highly.

You can download the full School Report here: OO School Report

OgilvyOne London will be using ground-breaking “data visualisation” at an art installation next month as part of its “Sensational Ice Cream” campaign for Freggo.

Freggo is a new venture from the owners of the popular Gaucho group of Argentinian restaurants and the first outlet opened in London’s West End on 9th September 2010. The brand is hugely popular in Argentina, where it’s known as “Freddo”

OgilvyOne creative team Rae Stones and Fiona Sanday have been working with Andrew Shoben from Greyworld, an art collective renowned for its work in urban spaces, to create a bespoke computer program that captures six core elements of the ice cream flavour, all of which have been validated by the British Society of Flavourists. The response data (sweetness, richness, creaminess, juiciness and so on) are fed into the program to define how the visuals look.

Freggo’s unusual flavours include Malbec & Berries Dulce De Leche and Temptation and the brand is positioned as an upmarket treat for sophisticated young urban adults, particularly those who enjoy nightlife and clubbing.

OgilvyOne London’s joint executive creative directors, Charlie Wilson and Emma de la Fosse, say: “Freggo is a distinctively different ice-cream that offers jaded palates a new experience. We thought that a new and unique product deserved marketing that was a break from the norm. Enjoying ice-cream is a sensual, almost immersive experience – which is also different for every single person. So why not have advertising which is itself immersive and tailored to the individual’s personal perceptions?

“With our colleagues at Greyworld our creative team has come up with what we think is a high-impact campaign which will get the brand talked about and which will delight the target audience.”

The public are invited to view Taste at the Menier Gallery, London Bridge from 12th to 16th April. Come back to www.ogilvy.co.uk soon for a report on how things went!

To celebrate being named Campaign magazine’s Direct Agency of the Year, OgilvyOne London threw a bash for clients and the media at the Club At The Ivy in London. Among the speakers were Ogilvy Group UK vice-chairman and OgilvyOne legend Rory Sutherland (above); OgilvyOne London’s chief executive Annette King (that’s her below, with OgilvyOne’s global boss, Brian Fetherstonhaugh), and Campaign editor Claire Beale.

Also present neo@ogilvy MD Richard Wheaton and Paul O’Donnell, chairman of Ogilvy Group, senior management from other Group agencies, top creatives, senior account handlers and of course representatives from OgilvyOne’s blue-chip client base (including IBM, British Airways, American Express, BT, British Gas and BUPA).

More pictures of the night can be found here.