AD Agencies
Ogilvy rebrands its identity after 70 years
MUMBAI: After 70 years of creating some of the world’s most iconic marketing campaigns, Ogilvy has revamped itself to adopt a new mantra – ‘Makes Brands Matter’. At the heart of this transformation lies the agency’s desire to introduce a new organisational structure and brand identity. 18 months is what it took Ogilvy to complete the largest transformation in the company’s long and illustrious history.
So why did the world’s biggest digital agency shake things up? “To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago,” says The Ogilvy Group chief executive John Seifert.
The objective of redifing the brand is the agency’s response to constant digital disruptions that are impacting consumer behaviour, media landscape and competition.
The integrated Ogilvy brand brings together three distinct units of OgilvyOne, Ogilvy and Mather Advertising and Ogilvy Public Relations along with various sub-brands and specialty brands under a single, unified group with a common identity, positioning, client service model and P&L.
This unified entity (Ogilvy) will have a new organisational design. The transformation from a matrix-managed holding company of sub-brands to one brand represented by twelve crafts and six core capabilities along with a new operating system. Ogilvy will also offer new consulting options.
Building on the success of OgilvyRED, an enterprise offering called Ogilvy Consulting, focused on the areas of Digital Transformation Consulting, Growth, Business Design and Innovation, will work horizontally across Ogilvy.
The network will also launch a new global digital platform called Connect to train the employees to boost knowledge-sharing, professional development and customised community-networking.
The Ogilvy Group chief creative officer Tham Khai Meng is clear that the agency will not deviate from the values it was founded on, “Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have. We are building on the creative heritage of David Ogilvy to fuel our future.”
Using the common language of ligature, the new Ogilvy logo represents the agility, collaboration and connectedness that the brand is uniquely capable of delivering for its clients.
The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasise the company’s desire to modernise, while maintaining, its strong heritage.
The Ogilvy fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans. In addition, the company’s website ogilvy.com has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership.
Ogilvy collaborated with COLLINS, an award-winning branding and design agency, on the rebrand and launch.
“Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” adds Seifert.
“The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand, and communicate about a brand. Our new organisational design will empower our people to put clients at the centre and create sustained brand value on behalf of our clients for years to come.”
Set up in 1948 by David Ogilvy, the agency has been synonimous with iconic, culture-changing marketing campaigns through the years.
A part of the WPP group, today, Ogilvy has 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation and partnerships.
AD Agencies
ABBY Awards 2026 names 3 jury chairs across digital, PR and publisher
Aditiya, Dharmaraj and Puri to lead key categories at Goafest 2026
MUMBAI: The Ad Club has announced the appointment of PG Aditiya, Deepshikha Dharmaraj and Pavita Puri as jury chairs for the Digital, PR and Publisher categories respectively at the ABBY Awards 2026, powered by The One Club and The One Show.
The awards are set to take place during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together some of the biggest names in advertising and marketing.
PG Aditiya, founder and CCO at Talented, will chair the Digital jury. A former chief creative officer at Dentsu Webchutney, he now leads Talented, an employee-owned independent agency known for its unconventional structure and award-winning work for brands such as Meta, Google, Britannia and Tanishq. The agency has also been recognised as a global ‘Best Place to Work’ by Campaign magazine for two consecutive years.
In the PR category, Deepshikha Dharmaraj, CEO at Burson Group India, brings over three decades of experience in public relations and integrated communications. She oversees multiple entities including Burson Genesis, GCI Health India and Hill & Knowlton India. Known for her strategic counsel and leadership, Dharmaraj has also served as president of industry bodies such as PRCAI and PAFI, and has been a jury member at global platforms including Cannes PR Lions and D&AD Awards.
Pavita Puri, chief brand and marketing officer at The Indian Express Group, will chair the Publisher category. With over 15 years of leadership experience, she has been instrumental in driving the group’s transition into a digital-first media powerhouse, overseeing brands such as The Indian Express, Financial Express, Loksatta and Jansatta. Her earlier stints in advertising include roles at Rediffusion and Lowe India, where she handled marquee clients across sectors.
The appointments reflect a strong mix of creative, communications and media expertise, underscoring the awards’ focus on recognising excellence across evolving industry segments.
As the industry gears up for Goafest, the ABBY Awards 2026 promise to spotlight standout work, with seasoned leaders at the helm of jury deliberations shaping the benchmark for creative excellence.
