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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 …

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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  • 1. We sell, or else.
  • 2. 100 offices
  • 3. unlock customer value
  • 4. win more customersmake them morevaluable
  • 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. 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. 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. 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. SEARCH SOCIAL MOBILE WHAT’S HOT (AND IMPORTANT)PERFORMANCE E COMMERCE CONTENT MARKETING DATA
  • 10. “Marketing which explicitly leverages the consumer’s social networks to createdeeper bonds and greater relationship value.”
  • 11. #1: MARKETPLACE EVIDENCE “Global CMO’s #2 Concern” #OgilvyOneSA
  • 12. 20,000 stores2-5% commission40% moreconversion #OgilvyOneSA
  • 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. # 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. # 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. 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. 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. THE SOCIAL LIFT EFFECT : SA BEER +34% CARS + 17%SOFT DRINKS + 46% FAST FOOD + 20% FINANCIAL + 17% HAIR CARE + 61% #OgilvyOneSA
  • 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. PA R T I C I PA N T M A R K E T I N G #OgilvyOneSA
  • 21. IBM : LEVERAGE EXPERTS TO DRIVE SOCIAL OUTREACH + @LISTEN TRAIN ENGAGE $$CONVERT CREATE CONTENT #OgilvyOneSA
  • 22. MAKE YOUR EXPERTS EVEN MORE INFLUENTIAL @bunnyzz increased # followers from 30 to 6,000after social engagement training and promotion support
  • 23. AMPLIFY YOUR EVENTS WITH SOCIAL #OgilvyOneSA
  • 24. LISTEN FIRST, THEN CREATE Demand Search Post-Play Create Tagging and Distribution GenerationInsights Interaction Content Optimizing Results
  • 25. #OgilvyOneSA
  • 26. #OgilvyOneSA
  • 27. #OgilvyOneSA
  • 28. #OgilvyOneSA
  • 29. BRITISH AIRWAYS “WHO’S WITH ME?” #OgilvyOneSA
  • 30. #OgilvyOneSA
  • 31. Nestlé China : Mothers & Infant Nutrition : The Sisterhood #OgilvyOneSA
  • 32. #OgilvyOneSA
  • 33. GRAACC “DONATE YOUR FAME” #OgilvyOneSA
  • 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