Q&A: Sam Williams-Thomas of Ogilvy, on why the marketing group is dropping its 'OgilvyOne Business' identifier

Earlier this month, WPP company Ogilvy launched a rebrand which rationalised its construction and structure, but performed away with different sub-brands… including Ogilvy One company. Joel Harrison requested CEO Sam Williams-Thomas to describe the reasoning behind the noticeable modifications

B2B supply OgilvyOne Business was produced four years back through the merger of their current B2B company and DNX that is surrey-based which it acquired in a multi-million pound transaction in 2014. The founders of DNX formally left year that is last prior to the end of their particular make completely. Therefore is it the termination of the fantasy to build b2B that is world-class, with globally celebrated consumers?

It’s been launched that Ogilvy features done a worldwide rebrand of their companies and it is losing various associated sub-brands, including OgilvyOne company, its B2B procedure. Can you explain the explanation because of this choice?

Sam: Our business transformation and rebrand can be as much a response to customer requirements, as it’s an improvement technique for the Ogilvy Group. In some sort of where all facets of customer company is getting ultimately more complex, disconnected and disintermediated, clients wish higher quality, simplicity and ever more joined up solutions. We received feedback from many consumers who were buying more than one solution from Ogilvy, whom stated they wanted one team, one lead, usage of an easy number of the talent and that is best ideally one invoice!

At Ogilvy, we’re all about solving client problems with less solutions that are ordinary. And where imagination are at the center of all we do. It really is a decision that is global all align under one brand ‘Ogilvy’ in order to simplify, and clarify our service offering for our clients. We might be losing the marketing (when you look at the UNITED KINGDOM Ogilvy & Mather, OgilvyOne, OgilvyPR as really as OgilvyOne Business) but the capabilities behind these companies continue to be, more powerful than ever before. We’ve one door that is front our services and by breaking down the silos between our capabilities, the leaders can bring together the best talent and solutions to answer client problems.

Indeed we already worked with many of our B2B clients in this way, creating integrated teams from the start that is very combining marketing, personal content, need gen and station expertise as needed. (age.g. Inmarsat, Vodafone, EY, Samsung).

Earlier this thirty days, WPP company Ogilvy launched a rebrand which rationalised its construction and structure, but performed away with different sub-brands… including Ogilvy One company. Joel Harrison requested CEO Sam Williams-Thomas to describe the reasoning behind the noticeable modifications

B2B supply OgilvyOne Business was produced four years back through the merger of their current B2B company and DNX that is surrey-based which it acquired in a multi-million pound transaction in 2014. The founders of DNX formally left year that is last prior to the end of their particular make completely. Therefore is it the termination of the fantasy to build b2B that is world-class, with globally celebrated consumers?

It’s been launched that Ogilvy features done a worldwide rebrand of their companies and it is losing various associated sub-brands, including OgilvyOne company, its B2B procedure. Can you explain the explanation because of this choice?

Sam: Our business transformation and rebrand can be as much a response to customer requirements, as it’s an improvement technique for the Ogilvy Group. In some sort of where all facets of customer company is getting ultimately more complex, disconnected and disintermediated, clients wish higher quality, simplicity and ever more joined up solutions. We received feedback from many consumers who were buying more than one solution from Ogilvy, whom stated they wanted one team, one lead, usage of an easy number of the talent and that is best ideally one invoice!

At Ogilvy, we’re all about solving client problems with less solutions that are ordinary. And where imagination are at the center of all we do. It really is a decision that is global all align under one brand ‘Ogilvy’ in order to simplify, and clarify our service offering for our clients. We might be losing the marketing (when you look at the UNITED KINGDOM Ogilvy & Mather, OgilvyOne, OgilvyPR as really as OgilvyOne Business) but the capabilities behind these companies continue to be, more powerful than ever before. We’ve one door that is front our services and by breaking down the silos between our capabilities, the leaders can bring together the best talent and solutions to answer client problems.

Indeed we already worked with many of our B2B clients in this way, creating integrated teams from the start that is very combining marketing, personal content, need gen and station expertise as needed. (age.g. Inmarsat, Vodafone, EY, Samsung).

WPP invested serious cash DNX that is acquiring almost years back in a bid to construct an expert globally recognised B2B operation – does this suggest that this fantasy is finished?

Far from it – the dream is very much indeed live. B2B has spearheaded a lot of the rise in past times couple of years with both regional and client that is global (Vodafone Enterprise, Inmarsat, EY, Samsung, American Express B2B, QuickBooks). It is still very much seen as the growth engine in the combined team, with brand new customer company developing by more than 5% in 2017. B2B today presents roughly 20% of British group revenue and we now have over 150 B2B professionals across Sea Containers and Shere, dedicated to solving B2B client dilemmas, worldwide and   that is local branding has changed, the focus on B2B as a specialist practice within Ogilvy remains. 

Should we assume that this means Ogilvy is only going after ‘tier one’ B2B clients in future, probably those with a large presence that is b2C really?

It is based on your concept of tier one, but for us it’s less about size or spending plan and more about aspiration. B2B is certainly not a homogenous sector, we act as a brand that is global, outsourced marketing department, demand gen agency and everything in between.  Some of our clients operate multi-market and multi-sector, supplying enterprise and SME businesses, some have a defined audience of just a few 100 sector specific businesses, some have B2C arms but most don’t.
We work best with brands that have a term that is long, whom take part us across a lot more than one service or capability and where we’re jointly responsible for their growth.

Why should B2B customers now choose non-B2B Ogilvy that is identifying over companies that more overtly show a preference for, and an expertise in, B2B?

We possess people that are same the same B2B experts that we had before. We’ll continue to be a force in the B2B industry through the Thought Leadership and Events we are known for, through membership of the BMC and by winning b2B awards that are specific18 within the last few a couple of years). We’re had been constantly element of Ogilvy and now by removing the obstacles and silos inside our organization, consumers could have greater usage of B2B talent and solutions, whether imaginative, method, manufacturing, MarTech or account, from throughout the British Group and even World. Therefore in a variety of ways, we possess the most readily useful of both planet’s.  It only is not a stand alone agency when you look at the sense that is traditional

Is there any connection between this announcement and the recent departure that is much-publicised of Martin Sorrell from WPP?

No. Nothing. The Ogilvy global transformation happens to be 2 yrs when you look at the preparation in the usa, utilizing the UK market developing this new business strategy within the year that is past. Sir Martin and the interim WPP leadership were all very aware and fully supportive of the Ogilvy business strategy plans before Sir Martin departed.

Sir Martin has sometimes been a character that is controversial together with grounds for their deviation weren’t entirely transparent – what’s his history at Ogilvy? Is he a secured asset, or somebody that Ogilvy are going to be wanting to distance itself from?

Sir Martin Sorrell, during their time in the helm of WPP, had been a proponent that is huge of’ – both across agency teams and across WPP agencies. WPP are now distancing themselves from this ‘horizontality’  word but the sentiment to drive integration across and within strong Operating Companies remains. His focus on client and growth development benefitted all of us. It resulted in Ogilvy (& WPP) teams winning Vodafone, IAG (British Airways) Walgreens Boots Alliance and BP.

Is this announcement an indication of hatches becoming battened straight down ahead of stormy seas? Could be the want to focus power and dimensions in a breeding ground where in actuality the benefit of nimble newcomers is  

( that is increasingly apparent****)

No, it really is less about battening straight down for stormy seas, and much more about transforming our company and construction to higher react to todays marketplace and consumers requirements. All consumers are searching for companies to be more nimble, nimble, versatile and  Many are that is efficient also looking for efficiencies from rationalising their roster from hundreds, down to a few.  So it’s less about us making our breadth and depth of B2B expertise more accessible to clients.

Since about us emphasising our strength and size and more getting DNX, you’ve preserved two centers of operation – in London (today at water Containers home from the Southern Bank) plus in Shere, Surrey, the home that is former of. Are you maintaining this setup? Exactly what benefits does it provide?

Yes, I will be maintaining these two internet sites, and talent that is we increasingly share the two. The two locations provide us with two different centres of excellence expertise that is, tech skills where some customer jobs tend to be more worthy of Shere as well as others to Sea Containers. The locations that are separate allow us to manage conflict business effectively.

What does the look that is future when it comes to variety of B2B marketing and advertising that Ogilvy are going to be performing for the consumers? Exactly how are you currently adopting client that is changing and a better dependence on technology?

I would state tomorrow for B2B at Ogilvy appears brighter than ever before. We are a group that is growing of specialists, now with access to a wider range of expertise.  And we feel better equipped than ever to support their ever changing Tech needs to our clients. Our one Ogilvy business method features seen us gather our MarTech services and abilities into one centre of quality- the Ogilvy Technology Studio. It uses very nearly 900 people from round the World who tend to be been trained in all of the leading platforms including Adobe, Salesforce, Oracle, Sitecore, Acquia/Drupal, Marketo, IBM, iOS, Android os among others. They support our local and global teams in building, working, and keeping experiences that are digital handling marketing and advertising automation surroundings for most of your top consumers.