We sell, or else.
100 offices
unlock customer value
win more customersmake them morevaluable
Science400 Strategists, 250 Data Analysts.Mobile. Social. Marketing Automation.CreativityCreative directors dedicated to r...
Recent Recognition                                                                                                    19  ...
Leader in Customer Engagement                                                                     “Customer Engagement Age...
Leader in Customer EngagementThe Forrester Wave :                                                                  ™Custom...
SEARCH        SOCIAL       MOBILE WHAT’S HOT (AND IMPORTANT)PERFORMANCE   E COMMERCE   CONTENT MARKETING                DATA
“Marketing which explicitly leverages  the consumer’s social networks to createdeeper bonds and greater relationship value.”
#1: MARKETPLACE EVIDENCE            “Global CMO’s #2 Concern”                                        #OgilvyOneSA
20,000 stores2-5% commission40% moreconversion                #OgilvyOneSA
#2: THE CUSTOMER605 ZAR                                 18,465 ZAR“Brand switcher”                         Repeat purchase...
# 3 : O G I LV Y G L O B A LS O C I A L L O Y A LT Y S T U D Y                                     #OgilvyOneSA
# 3 : O G I LV Y G L O B A LS O C I A L L O Y A LT Y S T U D Y  Country                Category     USA                   ...
S O C I A L LY A C T I V E =   H I G H E R L O Y A LT Y      +42          %             RANGE FROM   TOTAL AVERAGE        ...
T H E S O C I A L L I F T E F F E C T O N L O Y A LT Y            U.S.                        U.K.    Cars           (+55%...
THE SOCIAL LIFT EFFECT : SA   BEER +34%   CARS + 17%SOFT DRINKS + 46% FAST FOOD + 20% FINANCIAL + 17% HAIR CARE + 61%     ...
H A C K AT H O N P R O C E S S CONCEPT        PROTOTYPE       PILOT50X                 6X                  3X  CO-LOCATE  ...
PA R T I C I PA N T M A R K E T I N G                                        #OgilvyOneSA
IBM : LEVERAGE EXPERTS          TO DRIVE SOCIAL OUTREACH               +                                   @LISTEN        ...
MAKE YOUR EXPERTS EVEN     MORE INFLUENTIAL    @bunnyzz increased # followers from 30 to 6,000after social engagement trai...
AMPLIFY YOUR EVENTS WITH SOCIAL                              #OgilvyOneSA
LISTEN FIRST, THEN CREATE                                                                 Demand Search     Post-Play    C...
#OgilvyOneSA
#OgilvyOneSA
#OgilvyOneSA
#OgilvyOneSA
BRITISH AIRWAYS “WHO’S WITH ME?”                                   #OgilvyOneSA
#OgilvyOneSA
Nestlé China : Mothers & Infant Nutrition : The Sisterhood                                                             #Og...
#OgilvyOneSA
GRAACC “DONATE YOUR FAME”                            #OgilvyOneSA
FIVE THINGS TO DO IN SIXTY DAYS   1. CREATE A SOCIAL BUSINESS STRATEGY   2. ASSESS YOUR TOTAL CUSTOMER VALUE   3. MAP YOUR...
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh
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OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh

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On Friday February 01, 2013, Brian Fetherstonhaugh (Chairman & CEO of OgilvyOne Worldwide) presented this presentation to Ogilvy & Mather SA clients and partners as well as to local media, at the South African launch of OgilvyOne at the Johannesburg office.

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OgilvyOne Worldwide - Presentation by Brian Fetherstonhaugh

  1. 1. We sell, or else.
  2. 2. 100 offices
  3. 3. unlock customer value
  4. 4. win more customersmake them morevaluable
  5. 5. Science400 Strategists, 250 Data Analysts.Mobile. Social. Marketing Automation.CreativityCreative directors dedicated to response. Leadership at Cannes,the Direct Marketing Association Echos, and at the Effie awards. LoveDavid Ogilvy said from the beginning "direct response is my first loveand secret weapon." And the 4,350 RM professionals at OgilvyOnecarry on the passion today.
  6. 6. Recent Recognition 19 Shackleton 10 Proximity 9 Wunderman 4 Rapp Collins 3 DMA Echo Awards in 2012: 19 wins including Echo Governors’ Award for Strategic Innovation
  7. 7. Leader in Customer Engagement “Customer Engagement Agencies focus on defining customer-oriented business strategies. They help clients maximize customer profitability and optimize customer experiences by applying data and analytics to every interaction.” November, 2012The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forresters call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments.Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
  8. 8. Leader in Customer EngagementThe Forrester Wave : ™Customer EngagementAgencies, Q4 2012,Forrester Research, Inc. The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forresters call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
  9. 9. SEARCH SOCIAL MOBILE WHAT’S HOT (AND IMPORTANT)PERFORMANCE E COMMERCE CONTENT MARKETING DATA
  10. 10. “Marketing which explicitly leverages the consumer’s social networks to createdeeper bonds and greater relationship value.”
  11. 11. #1: MARKETPLACE EVIDENCE “Global CMO’s #2 Concern” #OgilvyOneSA
  12. 12. 20,000 stores2-5% commission40% moreconversion #OgilvyOneSA
  13. 13. #2: THE CUSTOMER605 ZAR 18,465 ZAR“Brand switcher” Repeat purchaser 301 ZAR 232 ZARLow social media “Mummy blogger” influence with 1,500 followers Unwilling to Willing to co-create collaborate with Brands Linda Jennifer #OgilvyOneSA
  14. 14. # 3 : O G I LV Y G L O B A LS O C I A L L O Y A LT Y S T U D Y #OgilvyOneSA
  15. 15. # 3 : O G I LV Y G L O B A LS O C I A L L O Y A LT Y S T U D Y Country Category USA Airlines UK Banking Germany France Cars Brazil Face Care China IT Solutions India Male Grooming Indonesia Telecom Mexico TV’s #OgilvyOneSA South Africa
  16. 16. S O C I A L LY A C T I V E = H I G H E R L O Y A LT Y +42 % RANGE FROM TOTAL AVERAGE +0-105 % #OgilvyOneSA
  17. 17. T H E S O C I A L L I F T E F F E C T O N L O Y A LT Y U.S. U.K. Cars (+55%) Airlines (+85%) China India Male (+90%) TV’s (+70%) Grooming Grooming Grooming Grooming #OgilvyOneSA
  18. 18. THE SOCIAL LIFT EFFECT : SA BEER +34% CARS + 17%SOFT DRINKS + 46% FAST FOOD + 20% FINANCIAL + 17% HAIR CARE + 61% #OgilvyOneSA
  19. 19. H A C K AT H O N P R O C E S S CONCEPT PROTOTYPE PILOT50X 6X 3X CO-LOCATE MVP MULTI- DISCIPLINED TEAM #OgilvyOneSA
  20. 20. PA R T I C I PA N T M A R K E T I N G #OgilvyOneSA
  21. 21. IBM : LEVERAGE EXPERTS TO DRIVE SOCIAL OUTREACH + @LISTEN TRAIN ENGAGE $$CONVERT CREATE CONTENT #OgilvyOneSA
  22. 22. MAKE YOUR EXPERTS EVEN MORE INFLUENTIAL @bunnyzz increased # followers from 30 to 6,000after social engagement training and promotion support
  23. 23. AMPLIFY YOUR EVENTS WITH SOCIAL #OgilvyOneSA
  24. 24. LISTEN FIRST, THEN CREATE Demand Search Post-Play Create Tagging and Distribution GenerationInsights Interaction Content Optimizing Results
  25. 25. #OgilvyOneSA
  26. 26. #OgilvyOneSA
  27. 27. #OgilvyOneSA
  28. 28. #OgilvyOneSA
  29. 29. BRITISH AIRWAYS “WHO’S WITH ME?” #OgilvyOneSA
  30. 30. #OgilvyOneSA
  31. 31. Nestlé China : Mothers & Infant Nutrition : The Sisterhood #OgilvyOneSA
  32. 32. #OgilvyOneSA
  33. 33. GRAACC “DONATE YOUR FAME” #OgilvyOneSA
  34. 34. FIVE THINGS TO DO IN SIXTY DAYS 1. CREATE A SOCIAL BUSINESS STRATEGY 2. ASSESS YOUR TOTAL CUSTOMER VALUE 3. MAP YOUR CUSTOMER JOURNEY 4. TRY A HACK-A-THON 5. DO AT LEAST ONE PILOT WITH A/B TEST #OgilvyOneSA

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