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
TV Ads’ New Digital Role
Television advertising has undergone significant changes in the last 30 years. However, it is arguably on the verge of its greatest changes ever…
—The value we put on an advertisement will change as we seek to account for engagement metrics in the pricing.
—The narrative arch will change as we think of the advertisement as a trailer versus the whole story.
—Location-aware technologies will force a greater degree of engagement on a format that had historically been passive, impersonal and certainly without any extensions.
When you look at the statistics, the reasons are obvious. According to a recent study, 60% of television viewers also look at their mobile phones while watching TV shows. 33% have their laptops open in front of them and most interestingly, iPad owners spend the most time in front of the TV with their tablet than any other activity. It makes sense for TV advertisements to be thought of as an element in a broader narrative arc for the brand - a narrative arc that allows the brand to tell a more complete and a more interactive story. But what are the implications for marketers today?
