Reports from Our Operating Brands
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Reports from our operating brands Agency networks p28-48 Media Investment Management p49-55 Information, Insight & Consultancy p56-60 Public Relations & Public Affairs p61-66 Branding & Identity p67-71 Healthcare Communications p72-73 Specialist Communications p74-77 WPP Digital p78-79 How we’re doing Agency networks Ogilvy Group Ogilvy & Mather Worldwide OgilvyOne Worldwide Ogilvy Public Relations Worldwide Ogilvy Healthworld OgilvyAction Report by Shelly Lazarus (right) Chairman and chief executive officer 007 was a year that tested us. It was a year that saw massive industry upheaval, waning consumer confidence and an increasingly uncertain global economy. Yet it was also a year where our founding belief in the power of big brand ideas was reaffirmedand rewarded. 2007 was a year in which most of our clients fully integrated digital media into their marketing plans. It was a year that saw mobile channels outgrowing traditional ones, as our digital revenues continued to grow faster than those of our traditional advertising business. It was a year when we brought digital, interactive, public relations, consumer Mark Schäfer 2007 © experience and a range of other communications disciplines ever closer as we expanded our definition of advertising. It was a year during which we turned the corner into the Agency of the Year by Campaign magazine; Germany was future and saw the promise that lies ahead. named Best Online Agency of the Year by the Art Directors 2007 was also the year that a 75-second film, created by Club of Germany and Agency of the Year by the German our Toronto office for a small sales activation assignment, Dialogue Marketing Awards; and our Toronto team was won an unprecedented double Grand Prix at the Cannes honored for strategic excellence by Strategy magazine. Festival, for best viral effort and best television commercial, and showed once again how outstanding creative remains our greatest goal and highest calling. It was a year of honor for our offices around the world. 2007 was a year in which most Ogilvy North America was named Best Large Agency of the Year by the American Association of Advertising of our clients fully integrated digital Agencies, best direct marketing agency by BtoB magazine, media into their marketing plans and leading interactive agency by Forrester Research. For the fourth consecutive year, Ogilvy Mexico was ranked No.1 among 120 agencies by the prestigious trade magazine Merca2.0. India walked away with the coveted Not only does our talent span borders, it goes across Agency of the Year title at the Effie Awards, and won Creative disciplines, too. Our Ogilvy Group operating companies Agency of the Year at the Abby Awards for the 10th time in had great growth and many accomplishments in 2007. Details 11 years. Singapore clinched the Agency of the Year accolade are provided by the CEOs of the individual groups in their at the Creative Circle Awards, and won top honors in the respective letters below, but I am proud to provide a summary. advertising and interactive categories. Asia-Pacific was once OgilvyOne continues to grow revenues and capabilities. A again named Best in Region by Media magazine. Italy won long-term leader in customer engagement strategies and direct big at the NC Awards, bringing home the top award for marketing, our interactive practice is marking its 25th holistic, integrated marketing. London was named Best Direct anniversary this year. 28 How we’re doing WPP ANNUAL REPORT 2007 How we’re doing Agency networks We have increasingly put digital and direct efforts at the center of our clients’ communications strategies, and We can measure, we can segment, OgilvyOne continues to bring us advantage by integrating new and emerging platforms into our offering. we can get precise, but if the Ogilvy Public Relations (OPR) had another excellent communication doesn’t move people, year with all practices firing on all cylinders. Public relations – whether via digital influence, government relations or doesn’t delight and surprise, doesn’t traditional means – is at the heart of every brand these days. ultimately drive revenue for the client, Our OPR team is leading the industry in integrating the increasingly voluminous global conversations in ways that then the effort is wasted have enormous value for the brands we represent. Ogilvy Healthworld continued its strong growth in 2007. Now operating in 35 countries, our health communications and in Asia (where we created a soap opera to launch a new team serves an increasing number of regional and global product) come quickly to mind. Creative strength, in every brands. This is a result of the centralization of marketing discipline, is not just good to have; it is vital to our success. efforts by pharmaceutical companies, and of Ogilvy It sets us apart and defines our value. Healthworld’s burgeoning range of capabilities. This is another Creative strength is also a sure way to attract business area where we see outstanding expansion in the coming year. from new and existing clients. Two wins stand out in 2007. OgilvyAction consolidated and relaunched in 2007. First, Ogilvy Paris won the prestigious Louis Vuitton global The group’s core offer – influencing the last mile leading up account, for whom we are now delivering a full 360 Degree to the sale – is increasingly important in the highly-competitive service. This was a huge win, hotly contested. We silenced all retail climate. OgilvyAction knows how to deliver this globally. doubters with a campaign that has captured the imagination I see only great growth here. of the public around the world. It is the kind of work that In addition to these operating units, we have integrated makes our clients and us famous. a number of other key capabilities into our portfolio. Two Our win back of Motorola was no less gratifying. We are that merit specific mention are Neo@Ogilvy and RedWorks. grateful to our Moto teams in Asia and Latin America, whose Two years ago, we founded Neo@Ogilvy to provide our stellar work on the brand convinced the client to reinstate us clients with a full range of digital and direct media planning as lead global agency. and buying, search marketing, research, and analytics. Neo We also had big wins from existing clients, long my has had extraordinary growth in the past year, becoming measure of success. We won Coca-Cola in Brazil, a huge a global leader with 30 offices in 23 countries. market; and Sears in the US, a sweet recovery of a beloved RedWorks is our rapid-response production team. retailer. We also had wins from Abbott, Aflac, Allergan, BAT, As speed of delivery becomes more and more important, BMS, BP, Boehringer Ingelheim, Cisco, Diageo, Duracell, RedWorks has built an effective connection from our creative Johnson & Johnson, Kodak, Kraft, Unilever and Wyeth, and brand community to a set of skilled craftsmen and among others. producers. Since cost efficiency is as important as speed, In the future, as always, everything we do must be many of our RedWorks personnel are located in lower-cost evaluated in the context of our clients’ businesses. We can hubs around the world where they can produce high-quality measure, we can segment, we can get precise, but if the communication materials at the best possible price. This is a communication doesn’t move people, doesn’t delight and solution to a client problem that benefits us both. surprise, doesn’t ultimately drive revenue for the client, then The one strength across the entire Ogilvy family that bears the effort is wasted. We continue to adhere to the Ogilvy mention above all is our creativity. I have been here over three promise: “We sell or else.” decades and have never seen our creative better or more focused A closing note on 2007 is that while the year had its on big ideas. Our teams keep coming up with – and extending – challenges, we did not flinch. We came out of the year with brand ideas that win awards and sell. Yes, the Dove campaign new ways of working, a better array of tools, more efficient won more accolades than any brand last year, but we have had processes, outstanding creative resources, and strong so many other successes on so many other brands: leadership across our operating companies and practices. ‘My Life. My Card.’ for American Express; the continuing We enter the new year with confidence and enthusiasm; story of ‘Beyond Petroleum’ for BP; ‘The Human Network’ and with the conviction that David Ogilvy would be as proud for Cisco; the ‘It’s Time for Real’ campaign for Hellmann’s; and pleased about our performance and potential today as we and the Pond’s work in the US (where we made the brand are of the principles and legacy he left us. part of the story in the television mini-series The Starter Wife) WPP ANNUAL REPORT 2007 How we’re doing 29 How we’re doing Agency networks OgilvyOne Worldwide As clients look for more accountability in their marketing investments, we are ready. Our Consulting and Analytics practice showed outstanding growth in 2007. Neo@Ogilvy – Report by Brian Fetherstonhaugh our digital media, direct response and search marketing Chairman and chief executive officer operation – continues to shine. Neo’s revenues grew well beyond our expectations on the strength of a core of global clients and 70 new business wins. It is now a truly global As we leave 2007 and enter 2008, it is very clear what clients force, with 30 operations in 23 countries. want most: marketing innovation, digital leadership and Looking ahead to 2008, OgilvyOne will continue to accountability. At OgilvyOne Worldwide, these are the innovate.