Indiantelevision.com Team

(14 March 2007 4:20 pm)

MUMBAI: The Ogilvy Group has announced the launch of its worldwide activation company OgilvyAction, to specialise in 'Last Mile' brand communication.

Headquartered in New York, the specialst unit will operate in India out of six cities including Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Chennai.

With over 1,000 employees across 36 countries, OgilvyAction will provide services in promotional, shopper and trade marketing, experiential, sports and entertainment sponsorship, digital and retail design.

"In today's cluttered and competitive world, marketers need to find new ways to connect their brands to the real lives of their customers and the business needs of their trade customers," said Roth. "With studies showing that nearly 70 percent of purchase decisions are made near or in the store, OgilvyAction plans to reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase."

Operating in the OOH business in India through Ogilvy Activation which was launched three years ago and currenlty functions in the area of outdoor advertising, event management, retail communication and rural marketing space.

Though Ogilvy Activation is a pioneer in its own right, the launch of the new unit was prompted by the need for greater synergy across the globe to ensure seamless service to the large number of MNC clients who are associated with the agency. The new entity will ensure greater sharing of knowledge and know-how across markets, adds the release.

"With activation becoming an increasing need among our clients globally, it just makes sense to bring this important business closer to the Ogilvy brand," said Ogilvy & Mather Chairman and CEO Shelly Lazarus. "For any brand to be successful today, it needs to surprise, delight and build deep, loyal connections with its consumers. The activation offering of OgilvyAction will enable clients to do that."

Ogilvy & Mather India CEO Pratap Bose said, "We are witnessing a revolution in the way we shop. Shopper marketing is increasingly becoming a key ingredient of the overall marketing mix. With the launch of OgilvyAction in India, we will be able to provide our clients cutting edge global tools in shopper marketing. We will also be able to bring in the best available practices in activation across categories from our global knowledge pool."