New unified Ogilvy group built on new organisational design, consulting offering, brand identity and design system, global digital platform, and partnership model
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 organisational structure and brand identity.
“This has been an 18-month journey for our brand and the largest transformation in the history of our agency.
“To meet the changing needs of our clients, we are 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,” said John Seifert, Chief Executive, The Ogilvy Group.
The digital revolution has fundamentally disrupted the marketing industry, impacting consumer behaviour, the media landscape and competition. The agency’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 the agency stands for and believes in – that brands matter now more than ever.
The integrated brand brings together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising, and Ogilvy Public Relations along with various company sub-brands and speciality brands under a single, unified group with a common identity, positioning, client service model and P&L.
“Our creativity is the foundation of the agency’s global network and the most powerful competitive advantage that we have. We are building on the creative heritage of David Ogilvy to fuel our future,” said Tham Khai Meng, Chief Creative Officer, The Ogilvy Group.
Using the common language of ligature, the new brand logo represents the agility, collaboration and connectedness that the brand is uniquely capable of delivering for its clients.
The iconic red has been reintroduced in a brighter Pantone and a secondary palette of grey, pink, blue and yellow has been added to emphasise the company’s desire to modernise, whilst maintaining, its strong heritage.
The brand’s fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans.
In addition, the company’s website has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership. The agency collaborated with COLLINS, an award-winning 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. The scale and diversity of our global network is the source of our strength.
“At the agency, 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 centre and create sustained brand value on behalf of our clients for years to come,” added Seifert.