Ogilvy announces new brand identity, structure
by MarkLives (@marklives) Ogilvy has introduced a new organisational structure and new brand identity. The newly integrated brand will bring 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.
Ogilvy (now minus the Mather) sees a new organisational design that transforms it from a “matrix-managed holding company of sub-brands” to “one brand represented by twelve crafts” (creative, strategy, delivery, client service, data, finance, technology, talent, business development, marketing and communications, administrative, and production) and “six core capabilities” (brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation, and partnerships) along with a new operating system.
Ogilvy has also rolled out a new enterprise consulting offering called Ogilvy Consulting (built on the the success of OgilvyRED), focused on the areas of digital transformation, growth, business design and innovation, which will work horizontally across all of Ogilvy.
The Ogilvy Group is also establishing a formalised global partnership structure. According to the press statement announcing the rebrand, “[t]his will ensure that the diversity of our leadership — across markets, capabilities, and generations — better represents our brand for the greater good of the company today and tomorrow.” It will also roll out a new global digital platform to encourage knowledge-sharing, professional development and community-networking.
The new Ogilvy logo represents the agility, collaboration and connectedness that the brand is capable of delivering for its clients, according to the agency. “The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasise the company’s desire to modernise, while maintaining, its strong heritage,” the group statement reads. “The Ogilvy fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans.”
Ogilvy collaborated with Collins, an American branding and design agency, on the rebrand and launch.
“Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” says John Seifert, The Ogilvy Group chief executive. “The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand, and communicate about a brand. Our new organisational design will empower our people to put clients at the center and create sustained brand value on behalf of our clients for years to come.”
Updated at 9.51am on 6 June 2018.
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!