Approximately 10 years ago, social communities were considered the digital marketing Holy Grail. At that time, the organic reach of social platforms was still double-digit and it was uncommon that marketeers had to invest in paid media to reach their customers. If you were a brand with an active community (read with a large chunk of followers), it is likely that your page engagement and interactions were extremely high. Social communities however still provide added value to their members in a crowded, mistrusted and sometimes toxic social media environment. While communities may not be the answer to every short-term business objective, they can prove helpful in the long run and act as a useful addition to your digital marketing strategy. In this new paper, we will explore what makes an effective social community, why you should care, what you should learn from them, and, importantly the new business models of community-focused platforms that are emerging.
The future of loyalty is more human and more creative than ever. Why? Because the past year has accelerated changes in the ways we work and learn, the ways we transact business, and the ways we connect with one another. After the disruption and emotional turmoil brought on by COVID-19, social unrest, and divided politics, we’re more selective about how we spend our time and money, and we desire experiences that are both authentic and engaging. The things that matter to us have come into focus, and we care about protecting those, whether that means spending more time with our families, improving our personal wellness, and/or standing up for social justice. We’re looking for reassurance, safety, and security. And our focus is more local, more purpose-driven, and far more digital. Learn all about how and why the future of loyalty will be defined by getting up close and personal, the connection of brand and loyalty, the measurement of customer behavior and emotion, and more.
Proud to be recognized as one of the world’s leading creative companies at Cannes Lions 2021! Our record 8 Grand Prix & 73 additional awards earned by our teams, clients, & partners shows the impact of #BorderlessCreativity ✨
Brilliant article from Ogilvy's Behavioural Science Expert, Peter Hirsch, on the impact of behavioral science & how it can help businesses enhance consumer understanding, research, employees & more! For anyone looking to infuse research-based observations into corporate practice, this is a must read!
At this year's D&AD Awards, Ogilvy earned top honors with “Courage is Beautiful” for Dove, which was awarded a Yellow Pencil in the Press & Outdoor – Press Campaigns category. In addition, Ogilvy also took home 8 Graphite Pencils, 16 Wood Pencils, and earned 26 Shortlists. In all, 19 offices contributed to Ogilvy’s impressive performance at this year’s D&AD Awards. Congrats to all our incredible team members who made this possible!
In the wake of the Black Lives Matter movement, a spotlight has been shone on the particular ethical issues surrounding diversity, equity, and inclusion from the boardroom to the warehouse floor to your Instagram feed. According to WARC’s 2020 study, 91% of people surveyed consider racial profiling to be a problem in the advertising casting process. With nearly 50% of Gen Z individuals being Black, Indigenous, or People of Color (Pew Research Center, 2018), it’s time to start treating diversity, equity, and inclusion within your brand as the norm, not the exception. Ogilvy is taking decisive action in our influencer marketing practice to redefine the industry approach. Read more about building modern brands through diverse, values-based influencer partnerships.
Issues around systemic racism in business and society are too big to solve without help from a variety of perspectives, so one of advertising’s most iconic creative agencies is calling for input from outside the industry. Ogilvy has created a cross-industry diversity lab called The Force, which brings together leaders from various industries to develop solutions that put DEI efforts at the center of business strategies. The Force innovation lab includes representatives from Airbnb, Blumhouse Productions, Calm, The City of Santa Monica, Gallagher and the Natural History Museum of Los Angeles, among others. We can't wait to see the incredible work that comes out as a result of this new activation.
Watch this! Ogilvy UK & Dove do it again, this time using the power of creativity to expose the dangerous beauty standards of the social media era. This is a campaign for the books.
The past 13 months have been tough on everyone’s mental health. As 9.7 million people in the U.S. remain unemployed, and those working from home struggle with burnout from their screens, the overall well being of Americans dropped sharply last year. As a result, employee wellness programs took on new meaning. To rise to the occasion, Ogilvy has launched a new program, called 100% You, that aims to address a fuller picture of wellness for employees, spearheaded by James Kinney, our new chief people officer in North America and global chief diversity, equity and inclusion officer. The program includes weekly Zoom seminars around four pillars: money, movement, minds and meals — to address financial, physical, mental and dietary wellness. U.S. employees are given a time code to attend sessions, which are held during the work day. Congrats to James and all involved!
Proud to announce that KateCronin, Global CEO of OgilvyHealth was inducted into PR Week's Hall of Femme class of 2021! Congratulations, Kate! Learn more about Kate & all the other inspiring women honorees via the link!