Yesterday Ogilvy’s John Seifert unveiled the outcomes of the hard work started off in 2016, when he was named Worldwide Chairman & CEO of the Group, towards the one brand strategy. He did it through several exclusive interviews published on The Wall Street Journal and Campaign.
As a serious media we can’t use the work done by other companies operating in the same sector, so, as no press release has been published for media use by the agency, we will center in the information we could collect on the change, which has been published in the official channels Ogilvy operates, like, Facebook, Twitter and the website of the company.
And we must say that there are still points not enough explained in both exclusive interviews published on Campaign and The Wall Street Journal that may interest our readers.
New logo design: customized fonts paying tribute to David Ogilvy and connected lines
The new identity and logo are nods to David Ogilvy’s favorite British typeface ( Baskerville) while also suggesting the global network’s agility and collaboration through a simple, elegant connecting ligature. The Ogilvy fonts have also been recut and customized as Ogilvy Serif and Ogilvy Sans.
The new Ogilvy unveils a new identity and design system representing the agility, collaboration and creative connectedness that the brand is uniquely capable of delivering on behalf of our clients, Lauren Crampsie (Chief Marketing Officer, Ogilvy Worldwide) says.
Single name and brand for a new simplified and integrated offering
After being tapped to lead the agency in 2016, Chief Executive, Worldwide John Seifert set out to write the company’s Next Chapter. The global transformation was designed to clarify the company’s purpose, simplify its structure, and unify behind one single brand: Ogilvy.
The result is a new Ogilvy that get rid off its global sub brands who is to center in six core cappabilities + a consultancy arm, who has identified 12 core crafts for employees to build on and develop and will enhance integrated collaboration within the company through the launch of a software platform called Connect to help all employees accross the network work together.
Different from Publicis’ Marcel Ogilvy’s platform will not be open to clients. But Seifert hs not unveiled further information on this point.
All these with a single agency’s purpose: “making brands matter”.
“In my view”,said Seifert, ” if we were going to stand apart we needed to clarify what the Ogilvy brand promise was, what its purpose was and we needed to greatly simplify the organization around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts,”…“The agency’s purpose is “making brands matter.”
“We’re trying to put renewed emphasis on craft. It’s one thing to unplug Ogilvy PR, OgilvyOne and so on, but it’s another thing to get people to think about the skills that they build, the point of view that they have on their work that needs to be constantly improved. We want everyone to have an extraordinary personal capability in one or more crafts. Craft is a way of making people see their role in the company in a much more organic way and to think about that as a way to define themselves.”
Both declarations by John Seifert (the first one from the interview published on The Washington Post, and the second one from the interview published on campaign) have been provided by Chris Celletti (Associate Editor, Worldwide Corporate Communications for Ogilvy) in the official communication published on Ogilvy’s website.
Image over the headline.- Ogilvy new brand identity. © Ogilvy.
