Ogilvy Public Relations Worldwide
Report by Marcia Silverman
Chief executive officer
Ogilvy PR had three principal business objectives for 2007:
- Become more global in our approach.
- Build our online capabilities and 360 Degree Digital Influence offering.
- Grow our business.
We met these objectives, allowing us to serve our clients with ever greater effectiveness and to more firmly establish ourselves as a truly global agency.
Asia-Pacific, in particular, saw important advances in 2007. Our operations in the region, with a presence in every major market, are regularly cited as being twice the size of our nearest competitor.
China has been an especially fertile market, as we secured eight of the official sponsors of the 2008 Olympics in Beijing as clients. Our status in the region was underscored by 23 honors in the Asia-Pacific PR Awards, including half of all Campaign of the Year awards, while our Asia-Pacific president/CEO Christopher Graves was named PR Professional of the Year. We increased our reach in Latin America as well, by opening new offices in Brazil, Chile and Mexico.
2007 was also the year our 360 Degree Digital Influence offering was fully globalized, giving us a significant point of differentiation from the competition. We developed innovative, high-profile campaigns for Unilever's Bertolli brand and Johnson & Johnson's Aveeno brand, while also creating an online community about beds for Select Comfort. Recognizing the increasing importance of social media in public health, we guided the U.S. Department of Health and Human Services in the creation of its first blog, which addressed the issue of a possible flu pandemic.
Our expertise in digital marketing was further highlighted by the naming of John Bell, managing director of 360 Degree Digital Influence, to the Board of Directors of the Word of Mouth Marketing Association.
Our new business wins in 2007 included some household names in both the consumer and B2B markets: LexisNexis selected Ogilvy PR to aid in corporate positioning and Quaker tapped our proven expertise in cause-related communications. Additional new clients include adidas, Goodyear, Louis Vuitton, National Geographic, Nokia, CDW, California Closets and Wells Fargo. And Satyam, the IT consulting and services provider, named us its global agency of record.
As always, we worked to build our business with existing clients throughout 2007. Our prior accomplishments for Unilever and DuPont earned us significant new assignments from those global companies. We also expanded our long-established relationship with the Centers for Disease Control and Prevention, winning seven new contracts.
Our robust presence in the social marketing arena continued to be underscored by The Heart Truth campaign for women's heart health. This was the fifth consecutive year we have carried out the campaign for the National Heart, Lung and Blood Institute. We also celebrated our 20th anniversary of promoting HIV/AIDS education nationwide.
Finally, a source of particular satisfaction was the fact that we retained every one of our top 10 clients in 2007. As important as competing for – and winning – new business is, retaining existing clients and nurturing the relationship with those clients is the surest route to long-term success.
Rather than say how we do all this, I will close by quoting Tan Sock Wee, director of communications in the Asia-Pacific region for UPS – a client of ours for seven years now.
'We are constantly delighted by Ogilvy PR's 'can do' attitude; no task is too small, big ideas are the norm and they share the same passion for our brand as we do. We know we can count on Ogilvy PR to protect and lead our brand into the future.'