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Agencies

Neo@Ogilvy global CEO talks up role of emerging markets, mobile

  •   Jul 6, 2011
  •   0

Neo@Ogilvy’s global CEO, New-York based Nasreen Madhany, has been visiting South Africa for a corporate summit, where she talked up the role emerging markets will play in the future profitability of her company.

Nasreen Madhany

Neo@Ogilvy’s global CEO, New-York based Nasreen Madhany

Neo@Ogilvy, a fully integrated division of OgilvyOne Worldwide, is a full-service digital media agency offering media strategy, planning and buying, search marketing, performance marketing, analytics and technology, mobile marketing, social media marketing and related services. The agency launched five years ago and currently operates 33 offices in 25 countries. It employees around 800 staff members globally. The SA office launched two years ago and is headed by MD Mia Scholtz. Post-AlterSage-acquisition, it employees around 10 people.

Over the past five years, digital media has been growing by 20% a year globally and Neo@Ogilvy’s growth pace outstrips this every year.

Madhany believes when an agency sells clients on digital marketing it needs to create solutions that incorporate the entire digital spectrum, and describes Neo@Ogilvy’s service as agnostic digital media planning. Strategists, media planners and creatives work together throughout the duration of a campaign to optimise performance based on tracking results. Its international reach means it does cross-border work for IBM, Cisco, American Express, Lenovo, and Kodak.

Madhany says that, while its developed market offices continue to grow, the group has identified emerging economies as key growth and innovation points, especially in the mobile market, where emerging markets are often more advanced or regularly leapfrog developed markets.

Scholtz has therefore been appointed by Madhany to lead capability development for Neo@Ogilvy’s EMEA region in the mobile field. She will be exchanging tools and best practice with the groups’ Asian offices. In these markets, social media and search are often being driven by access off mobile devices.

Mobile has been the black sheep of digital advertising due to the role the US initially took in driving Internet penetration and the development of digital marketing, says Madhany, who points out that initially access there was driven by PCs. It’s in Africa and Asia where mobile has been driving access to the ‘net. The global rise of smartphones and tablets means these regions house the expertise required to adapt digital marketing to these developments.

Madhany joined Ogilvy 37 years ago, checking tear sheets against flighting schedules in the Toronto office, and has worked her way up through the agency. While the media landscape was much simpler then, Madhany still believes in the value of a full service offering to clients.

Read the full story on BizCommunity

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Columns

  • #AgencyFocus – Sabrina Forbes
    #AgencyFocus – Sabrina Forbes
  • #Campaigns – MarkLives
    #Campaigns – MarkLives
  • #Immersion – Moonga Mkandawire
    #Immersion – Moonga Mkandawire
  • #Marketers – MarkLives
    #Marketers – MarkLives
  • Adnalysis – Bogosi Motshegwa
    Adnalysis – Bogosi Motshegwa
  • Agency Leaders – Most Admired Poll
    Agency Leaders – Most Admired Poll
  • Agency Life – TJ Njozela
    Agency Life – TJ Njozela
  • Back2Basics – Mark Eardley
    Back2Basics – Mark Eardley
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • Brand Culture – DK Badenhorst
    Brand Culture – DK Badenhorst
  • Brands & Branding – Affinity Publishing
    Brands & Branding – Affinity Publishing
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks 'n Tricks – Charlie Stewart
    Clicks 'n Tricks – Charlie Stewart
  • Dear Radio – Paulo Dias
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  • Fair Exchange – Erna George
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  • FastForward – Marguerite Coetzee
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  • Gestalt – Leeya Hendricks
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  • Headspace – Tenielle Maris
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  • Hermaneutics – Herman Manson
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  • Market Research Wrap – MarkLives
    Market Research Wrap – MarkLives
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Design – Shane de Lange
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  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Only Connect – Bradley Elliott
    Only Connect – Bradley Elliott
  • South African TV Ratings
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  • The CX-Files – Julia Ahlfeldt
    The CX-Files – Julia Ahlfeldt
  • The Interlocker — We cover comms
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  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
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