Ogilvy Rebrands and Restructures Itself To Simplify Services

Ogilvy has announced the agency’s re-founding and new mission to serve as an integrated creative network that Makes Brands Matter. Continuing their “Next Chapter” transformation journey, the company introduced a new organizational structure and brand identity. 

“This has been an 18-month journey for our brand and the largest transformation in the history of our agency,” said John Seifert, Chief Executive, The Ogilvy Group. “To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago.”

The digital revolution has fundamentally disrupted the marketing industry, impacting consumer behaviour, the media landscape and competition. Ogilvy’s plans to respond to these changing dynamics will reinject the vision, values, and ways of thinking about brands that David Ogilvy built the agency on, reaffirming what Ogilvy stands for and believes in – that brands matter now more than ever.

The integrated Ogilvy brand brings together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations along with various company sub-brands and specialty brands under a single, unified group with a common identity, positioning, client service model and P&L. 

This single, unified group (Ogilvy) is built on five key pillars:

1. New organizational design: The transformation from a matrix-managed holding company of sub-brands to one brand represented by twelve crafts and six core capabilities along with a new operating system:
• Crafts: Creative, Strategy, Delivery, Client Service, Data, Finance, Technology, Talent, Business Development, Marketing and Communications, Administrative, and Production
• Capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships 

2. New consulting offering: Building on the success of OgilvyRED, an enterprise offering called Ogilvy Consulting, focused on the areas of Digital Transformation Consulting, Growth, Business Design and Innovation, will work horizontally across all of Ogilvy.

3. New brand identity and design system: A new identity and design system, including a redesigned company website reflecting the “One Ogilvy” brand.

4. New partnership model: To lead and manage a truly integrated network business model, Ogilvy is establishing a formalized global partnership structure. This will ensure that the diversity of its leadership – across markets, capabilities, and generations – better represents the brand for the greater good of the company today and tomorrow.

5. New global digital platform: The creation of a knowledge-sharing, professional development and customized community-networking tool called Connect – to train its people and bring the right teams together to best serve clients. Source
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