Ogilvy & Mather Staffs Up in Social Media and Youth Marketing
By STUART ELLIOTT for the New York Times February 13, 2012, 9:00 AM
One of the biggest advertising agencies, Ogilvy & Mather Worldwide, is starting practice units that are devoted to helping clients navigate two areas that are rewarding but confusing: social media and youth marketing.
Ogilvy & Mather, which is part of WPP, the world’s largest ad-agency holding company, is to announce the formation of the social media unit, called Social@Ogilvy, on Monday morning.
The other unit, Ogilvy Youth, is in a nascent stage, or, in keeping with the vernacular of younger consumers, “in beta.”
The new units join others at Ogilvy & Mather that are devoted to areas like cross-cultural marketing (OgilvyCulture). The formation of the units is indicative of efforts by large ad agencies to adapt to the rapidly changing needs of marketer clients, who must grapple with the seemingly continuous changes in consumer behavior.
“Thinking across the disciplines is critical,” said Miles Young, global chief executive at Ogilvy & Mather Worldwide in New York. “You have to redesign your agency around content and domains.” …blah, blah blah
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For even more laughs, click here to see the “tragically hip” Ogilvy Youth Tumblr
