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Agencia: Ogilvy & Mather Argentina Anunciante: Mondelez Producto: Tang Tema: La Mesa de Lucas Director General creativo: Maximiliano Maddalena / Javier Mentasti Head Of art: Diego Grandi Director creativo: Patricio Elfi / Juan Pablo Carrizo Directora de arte: Micaela Gallino Redactor: Alejandro Juli Directora de Ctas: Mariela Seijo Asistente de Ctas: Micaela Matheos Jefe audiovisual agencia: Valeria Pinto (Parson) Productor agencia: Viviana Simone (Parson) Compañía Productora: LANDIA Director: Lucas Shannon Edición: Andrés Boero Productor Ejecutivo: Nico Cabuche Jefe de Producción: Leonardo Muriel Compañía Post-Productora: La Posta Post-productor: Luciano Taccone Dirección Postproducción: Juani Libonatti Director de Fotografía: El mex Cámara Utilizada: Alexa Productora Musical: Supercharango Responsable por el cliente: María Eugenia Krismancich / Andrés Guaragna / Federico Andino / Paula Bruni |
Etiqueta: Ogilvy & Mather
Building a Passion Brand: Key Findings and Insights from our 2013 Global Advocacy Study – vía @socialogilvy
“All human actions have one or more of these seven causes: chance, nature, compulsions, habit, reason, passion, desire” – Aristotle
When we think of how people express passion for a brand, do emotions trump reason?
We know brand advocacy is hugely important to making marketing more relevant and effective. And advocacy via social channels is especially valuable because of its tremendous potential to scale.
But what really drives people to express their passion for a brand through advocacy in social media? Our newest Social@Ogilvy research – the most comprehensive study of global social advocacy to date – analyzes millions of social brand mentions to help us better understand advocacy for brands online. The data – which includes about 7 million mentions of 20+ brands and 8 feature films across 4 countries including China, Brazil, UK and US – provide us with insights and clues on how to build brand advocacy.
Here are some key findings:
1) Brands are largely failing at driving advocacy in social media. Most brands are driving very low social advocacy from their satisfied customers. It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels. This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.
2) Practicality trumps emotion. Overall, advocates in all four countries were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.
3) True passion is rare. For most brands, the majority of mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.
Based on these findings, we’ve come up with 5 key recommendations for brands interested in tackling the social advocacy gap. Take a look through our study to learn more about how brands can turn advocacy into passion.
A special thanks to Mark Bonchek at Think Orbit, for providing some invaluable suggestions on an earlier draft of our study.
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You Need to Hear This Table
Sure iPods are great, but they’ve always had one flaw, you can’t rest your pint on one. As part of their new urban headphones campaign, ‘You Need To Hear This,» Philips unveiled tables you need to hear. Pub goers across London got a chance to listen to trending music curated specifically for the neighbourhood they were in just by plugging their headphones into bespoke tables.
Each table featured hand illustrated typography and iconography inspired by its neighbourhood – all prompting people to plug their headphones directly into the table (Philips headphones were provided by the bar). The surfaces were entirely handmade using three types of wood: American oak, fumed oak and maple and each used a range of techniques including marquetry, laser etching, wood burning and hand distressing.
Client: Philips
Agency: Ogilvy & Mather London
Brixton Table Illustrator: Ged Palmer
Hackney Table Typographer / Illustrator: Alison Carmichael / Steve Bonner
Shoreditch Table Illustrator: Mateusz Witczak
Production Company: Physical Pixels
Writer: Chris Joakim
Art Director: Mike Donaghey
Planner: Mattijs Devroedt
Project Managers: Louisa Lewis, Sasha Dunn
Account Leads: Olivia Rzepczynski, AJ Coyne
Creative Directors: Gerry Human, Ivan Pols
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New York City’s 20 Most InDemand Employers – thnxz @bjshally
Our company rankings just got more interesting. Last year, we gave you the world’s Most InDemand Employers, along with sub-lists for specific countries and functions. Now we’re taking our insights down to the city level and just today at Connect in New York, we announced the Big Apple’s rankings.
So where do New Yorkers most want to work? Based on LinkedIn’s massive data set – and the actual actions of over five million professionals residing in the New York area* – here’s a snapshot of the city’s professional landscape and its most desirable employers. Did your company make the list?
Industry insights:
- Google’s #1 spot hints at the city’s booming tech industry, but it is still the sole internet company on the list.
- Health & Pharma companies are the most well-represented, with five industry giants in the top 20: Johnson & Johnson, Pfizer, Bristol-Myers Squibb, Merck, andNovartis.
- Media is also well represented, with Conde Nast, Viacom, NBC Universal, andESPN the most attractive to potential candidates.
- In the fashion/retail space, larger shops Ralph Lauren and Coach make the list, as does the more petite outfit J. Crew.
- Among the myriad finance and consulting firms, Goldman Sachs, McKinsey & Company, and JPMorgan Chase make the cut.
- Despite New York’s reputation as the advertising capital of the world, Ogilvy & Mather is the only ad agency in the top 20.
Other key takeaways:
- Large companies dominate: over 75% of the companies employ more than 10,000 people, but smaller ones still manage to compete.
- Headquarters matter: the majority of companies are headquartered in New York while only a quarter of them are based elsewhere.
- There’s some overlap with the Global Top 20: Google, Apple, PepsiCo, McKinsey & Company, and Ogilvy are the five companies that make both lists, with Google taking the top spot in each.
Working for a sought-after company has a certain cachet. It feels good. It makes you more satisfied and productive. It makes you less likely to leave. And then when you do want to leave, it makes you a more desirable candidate.
For the companies themselves, it’s simple: a good reputation makes recruiting easier, cheaper, and faster, while a bad one does the opposite. That’s why we developed theLinkedIn Talent Brand Index, a powerful tool to help employers measure and improve their talent brand.
At LinkedIn, we love using our data to help members and companies gain a professional edge. Stay tuned for additional InDemand rankings, and much, much more! #inTalent
*How did we rank the winners? We analyzed billions of data points between members and companies and compared them to thousands of survey responses to determine a company’s familiarity and engagement score. The 5 million+ New York City member actions were factored in, including connecting with employees, viewing employee profiles, visiting Company and Career Pages, and following companies. We then analyzed the same activity for just the five million members residing in the Greater New York area. We excluded LinkedIn from all rankings for the sake of objectivity.
Note: This post originally appeared on our LinkedIn Talent Solutions blog.
- Topics:
- LinkedIn Talent Solutions
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Five Trends to Watch for at Mobile World Congress 2013 – #MWC13 // Social@Ogilvy
With 70,000 attendees, 1,500 exhibitors and over 100 conference sessions, the Mobile World Congress can be an overwhelming experience. The conference ranges across all aspects of the mobile economy, from hardware and infrastructure to marketing and education. Fortunately, Martin Lange, Executive Marketing Director of Digital Strategy for Ogilvy & Mather, will be attending the conference.
Since Martin is deeply immersed in the mobile ecosystem, he’s keeping track of what really matters in this, the most rapidly evolving aspect of marketing and communications.
Martin will focus on the following top five mobile trends during the conference, including his perspective on some must-see keynotes and panels which will bring these trends into sharp relief. Be sure to follow Ogilvy at MWC 2013 on Tumblr or @OgilvyWW on Twitter for real-time updates of all things Mobile World Congress.
Here are Martin’s top 5 trends to watch for at Mobile World Congress 2013 (#MWC13). Below that is a more in-depth look into each trend.
Source: Uploaded by user via Social@Ogilvy on Pinterest
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David Ogilvy: Writing Tips for Ad Agency New Business
See on Scoop.it – Gabriel Catalano the name of the game
David Ogilvy remains one of the most famous names in advertising and continues to provide us with relevant content marketing tips.
In 1948, at the age of 37, Ogilvy founded the agency that would become Ogilvy & Mather. Starting with only a staff of two and no clients, he built his agency into one of the eight largest advertising networks in the world. Today it has more than 450 offices in 169 cities.
Included in this collection of Ogilvy’s writings and speeches is a personal letter and a staff memo. Both are rich with tips and insights that will help you to create better copy to use as a magnet for new business.
David Ogilvy remains one of the most famous names in advertising and continues to provide us with relevant content marketing tips.
In 1948, at the age of 37, Ogilvy founded the agency that would become Ogilvy & Mather. Starting with only a staff of two and no clients, he built his agency into one of the eight largest advertising networks in the world. Today it has more than 450 offices in 169 cities.
“On the occasion of his 75th birthday, Ogilvy’s staff put a book together of all Ogilvy’s best memos and speeches [The Unpublished David Ogilvy]. This is a particularly insightful book, because Ogilvy was maybe one of the most gifted leaders when it came to creating a corporate culture. And as his company grew to over 200 offices, he knew the only way he could protect the culture was by constantly communicating with his people.
In the following letter to Mr. Ray Calt, Ogilvy provides us with a list of his habits as a copywriter.
April 19, 1955
Dear Mr. Calt:
On March 22nd you wrote to me asking for some notes on my work habits as a copywriter. They are appalling, as you are about to see:
I have never written an advertisement in the office. Too many interruptions. I do all my writing at home. Continuar leyendo «David Ogilvy: Writing Tips for Ad Agency New Business»
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10 Tips on Writing from David Ogilvy | de los tipos que rompieron el molde…
http://bit.ly/LF9w3t
by Maria Popova | brainpickings.org
“Never write more than two pages on any subject.”
How is your new year’s resolution to read more and write better holding up? After tracing the fascinating story of the most influential writing style guide of all time and absorbing advice on writing from some of modern history’s most legendary writers, here comes some priceless and pricelessly uncompromising wisdom from a very different kind of cultural legend: iconic businessman and original “Mad Man” David Ogilvy. On September 7th, 1982, Ogilvy sent the following internal memo to all agency employees, titled “How to Write”:
The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.
Woolly minded people write woolly memos, woolly letters and woolly speeches.
Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:
1. Read the Roman-Raphaelson book on writing. Read it three times.
2. Write the way you talk. Naturally.
3. Use short words, short sentences and short paragraphs.
4. Never use jargon words like reconceptualize,demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
5. Never write more than two pages on any subject.
6. Check your quotations.
7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
8. If it is something important, get a colleague to improve it.
9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
10. If you want ACTION, don’t write. Go and tell the guy what you want.
David Continuar leyendo «10 Tips on Writing from David Ogilvy | de los tipos que rompieron el molde…»
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La evolución del profesional de las relaciones públicas: de Julio César a Mark Zuckerberg
Las relaciones públicas no son ni mucho menos un invento de la era moderna. En realidad, el primer gran profesional de las relaciones públicas fue el emperador romano Julio César. Una infografía publicada porPRWeb recoge la evolución de esta disciplina en los últimos 2.000 años.
http://www.marketingdirecto.com
Las relaciones públicas no son ni mucho menos un invento de la era moderna. En realidad, el primer gran profesional de las relaciones públicas fue el emperador romano Julio César. Una infografía publicada porPRWeb recoge la evolución de esta disciplina en los últimos 2.000 años.
50 a.C: Julio César se vale de la biografía La Guerra de las Galias para convencer a los romanos de su elección como jefe de estado.
394 d.C: San Agustín era para el emperador de Roma el equivalente moderno del jefe de prensa de un presidente.
1776: Thomas Paine escribió un panfleto que convenció al ejército de Estados Unidos de luchar por la independencia del país contra Inglaterra, pese a las inclemencias del invierno.
Década de 1780: Benjamin Franklin fue pionero en la utilización de los medios impresos para dar voz a problemas como la educación, el abolicionismo y la seguridad nacional.
Década de 1840: P.T. Barnum promocionó con tanto éxito Ringling Bros. y Barnum & Baily Circus que su nombre sigue siendo aún conocido después de 120 años de su muerte.
1807: El secretario de Estado de Lincoln, William Seward, logró conectar con grandes audiencias gracias a su poder sobre la prensa.
1903: Las relaciones públicas se convierten por fin en una profesión. Ivy Lee es contratado por John D. Rockefeller para manejar las relaciones públicas de la familia Rockefeller y de Standard Oil.
1923: Edward Bernays publicó el primer libro sobre relaciones públicas: Crystalizing Public Opinion. Después, introdujo la idea de utilizar la psicología para las relaciones públicas.
Década de 1940: Antes de fundar Ogilvy & Mather, David Ogilvy aplicó con éxito la filosofía de la relaciones públicas al mundo de la diplomacia.
1982: Albert Tortorella, de Burson Marsteller, se la ingenió para sacar a Johnson & Johnson de una grave crisis de comunicación.
Década de 2000: El desarrollo de Facebook y otras redes sociales cambia radicalmente la manera en que las marcas y los consumidores interactúan, creando nuevas oportunidades para las relaciones públicas. INFOGRAFIA >>> Continuar leyendo «La evolución del profesional de las relaciones públicas: de Julio César a Mark Zuckerberg»
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Agencias indiferentes a Timeline
La mayoría de las agencias más grandes, como BBDO, Ogilvy, McCann Worldgroup, CP&B y McGarryBowen todavía no han hecho el cambio. La excepción es Leo Burnett, que muestra una secuencia temporal muy rica que cuenta la historia de la agencia que comienza el 5 de agosto de 1935 en Chicago.
Pero lo que más sorprende, comenza Advertising Age, es que ni siquiera las agencias digitales se suman a esta novedad. Digitas, dee Publicis Groupe, Profero y R/GA, 360i y AKQA, tampoco dieron ese paso. Sorprende, porque como ha dicho fortune, timeline ha convertido un servicio social en un poderoso medio para contar historias.
mercado.com.ar
La misma semana en que Facebook activó su secuencia temporar las anunciantes se apresuraron a adoptar la nueva plataforma, pero no así las agencias de publicidad.
Muchas agencias se especializan en asesorar a sus clientes sobre la mejor estrategia en Facebook, pero son pocas las que hacen lo que dicen y crearon un “timeline” para sí mismas.
La mayoría de las agencias más grandes, como BBDO, Ogilvy, McCann Worldgroup, CP&B y McGarryBowen todavía no han hecho el cambio. La excepción es Leo Burnett, que muestra una secuencia temporal muy rica que cuenta la historia de la agencia que comienza el 5 de agosto de 1935 en Chicago.
Pero lo que más sorprende, comenza Advertising Age, es que ni siquiera las agencias digitales se suman a esta novedad. Digitas, dee Publicis Groupe, Profero y R/GA, 360i y AKQA, tampoco dieron ese paso. Sorprende, porque como ha dicho fortune, timeline ha convertido un servicio social en un poderoso medio para contar historias.
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10 tips para escribir por David Ogilvy
Del casi inconseguible: The Unpublished David Ogilvy: A Selection of His Writings from the Files of His Partners hay un decálogo que deberíamos tener en cuenta todos los que, profesionalmente o no, escribimos aunque sea en un simple weblog:
Cuanto mejor escribas, más alto vas a llegar en Ogilvy & Mather.
La gente que sabe pensar, escribe bien.
La gente con mente confusa, escribe memos confusos, cartas confusas y discursos confusos.
La buena escritura no es un regalo divino. Tenés que aprender a escribir bien. Acá hay 1o consejos…
Del casi inconseguible: The Unpublished David Ogilvy: A Selection of His Writings from the Files of His Partners
Cuanto mejor escribas, más alto vas a llegar en Ogilvy & Mather.
La gente que sabe pensar, escribe bien.
La gente con mente confusa, escribe memos confusos, cartas confusas y discursos confusos.
La buena escritura no es un regalo divino. Tenés que aprender a escribir bien. Acá hay 1o consejos… Continuar leyendo «10 tips para escribir por David Ogilvy»
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Ogilvy y JWT crean una “joint venture” especializada en shopper marketing
Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la “joint venture” JWT/Ogilvy Action.
Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.
Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever.
Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la “joint venture” JWT/Ogilvy Action.
Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.
Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever. Continuar leyendo «Ogilvy y JWT crean una “joint venture” especializada en shopper marketing»
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Mondeo returns to TV with ‘inner beauty’ ads
Ford, which spent £2.5m on advertising for the Mondeo in 2009, compared with about £11m for the Focus and £7m for the Fiesta, last rolled out a major campaign in support of the model in 2006.
The TV ad, entitled «Desire» depicted a London skyline full of balloons with cars attached. The ad aimed to suggest that the latest incarnation of the Mondeo would usher in a new era of automotive technology.
In the UK, Ford is running an ongoing ad push to emphasise the quality of its vehicles, using the concept of the «Ford Standard». The TV, outdoor, print and digital campaign highlights features that come as standard across all vehicles in the Ford range, such as alloy wheels, keyless technology and «quickclear» windscreens.
By Alex Brownsell, marketingmagazine.co.uk
Ford Mondeo: readies TV campaign
The pan-European push uses X-ray imagery to show «under the skin» of a range of creatures, including a zebra and a stingray, before revealing the hidden technological strengths of the Mondeo, which is to be updated next year. The ads, which carry the tagline «True beauty comes from within», will break on Friday.
The campaign was created by Blue Hive, the WPP-owned agency formed in March from teams at Ogilvy, Wunderman and Mindshare specifically to handle the Ford of Europe advertising and media accounts. Continuar leyendo «Mondeo returns to TV with ‘inner beauty’ ads»
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David Ogilvy’s 7 Tips for Writing Copy That Sells | An advertising legend
David Ogilvy is an advertising legend.
Often described as the “Original Mad Man,” and “The Father of Advertising,” Ogilvy is known largely for his advertising work while serving as the founder of Ogilvy & Mather. In addition to building a multibillion dollar company, he also helped create hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.
If you spend any amount of time reading or watching David, you’re sure to be inspired to write better copy, so I’d encourage you to read his book or watch some of the videos floating around the web. In the meantime though, I’d like to present you with what I believe to be the best of Ogilvy’s arsenal:
By Nathan Hangen | http://blog.kissmetrics.com/david-ogilvy/
David Ogilvy is an advertising legend.
Often described as the “Original Mad Man,” and “The Father of Advertising,” Ogilvy is known largely for his advertising work while serving as the founder of Ogilvy & Mather. In addition to building a multibillion dollar company, he also helped create hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.
If you spend any amount of time reading or watching David, you’re sure to be inspired to write better copy, so I’d encourage you to read his book or watch some of the videos floating around the web. In the meantime though, I’d like to present you with what I believe to be the best of Ogilvy’s arsenal: Continuar leyendo «David Ogilvy’s 7 Tips for Writing Copy That Sells | An advertising legend»
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Kraft-owned Milka calls global creative pitch
By Mark Banham
http://www.campaignasia.com
http://www.campaignasia.com
GLOBAL – Milka, the Kraft-owned Swiss chocolate brand, has launched a review of its global creative account.
The global business is currently handled by Ogilvy & Mather from its Paris office.
The pitch is likely to be led by Kraft internally from the FMCG giant’s European Paris office and overseen by global vice-president of marketing Daryl Fielding.
Before joining Kraft, Fielding worked at Ogilvy & Mather for ten years, rising to managing partner, and was until recently the commercial director at The Independent. Continuar leyendo «Kraft-owned Milka calls global creative pitch»
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Nike appoints Ogilvy to AFF Cup 2010 creative brief
It is believed that JWT, Leo Burnett and local shop Kinetic were involved in the pitch with Ogilvy & Mather clinching the deal.
Nike called the pitch earlier this year to seek a creative agency to help the brand enhance its presence at the AFF Cup 2010, a symbol of football prowess in Southeast Asia since its first staging in 1996.
Nike appointed Publicis Malaysia to a similar brief back in 2008.
More recently, Nike teamed up with the Oscar-nominated director Alejandro González Iñárritu, previously responsible for Babel, Amores Perros and 21 Grams, to direct its widely successful ‘Write the Future’ ad for the 2010 FIFA World Cup.
SINGAPORE – Nike has appointed Ogilvy & Mather to handle its creative duties for the upcoming Asean Football Federation (AFF) Cup 2010 in Singapore.
It is believed that JWT, Leo Burnett and local shop Kinetic were involved in the pitch with Ogilvy & Mather clinching the deal.
Nike called the pitch earlier this year to seek a creative agency to help the brand enhance its presence at the AFF Cup 2010, a symbol of football prowess in Southeast Asia since its first staging in 1996.
Nike appointed Publicis Malaysia to a similar brief back in 2008.
More recently, Nike teamed up with the Oscar-nominated director Alejandro González Iñárritu, previously responsible for Babel, Amores Perros and 21 Grams, to direct its widely successful ‘Write the Future‘ ad for the 2010 FIFA World Cup.
Continuar leyendo «Nike appoints Ogilvy to AFF Cup 2010 creative brief»
Gabriel Catalano® 
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