“La mesa de Lucas”, pre-estreno de Ogilvy para Tang – @DossierNet

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

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.


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

New York City’s 20 Most InDemand Employers – thnxz @bjshally

Brianne ShallyApril 18, 2013

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?

Top 20 InDemand Employers NYC

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.
  • In the fashion/retail space, larger shops Ralph Lauren and Coach make the list, as does the more petite outfit J. Crew.
  • 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.

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.

David Ogilvy: Writing Tips for Ad Agency New Business

Foto de David MacKenzie Ogilvy
Foto de David MacKenzie Ogilvy (Photo credit: Wikipedia)

See on Scoop.itGabriel 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. Leer más “David Ogilvy: Writing Tips for Ad Agency New Business”

10 Tips on Writing from David Ogilvy | de los tipos que rompieron el molde…


by  | 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,demassificationattitudinallyjudgmentally. 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 Leer más “10 Tips on Writing from David Ogilvy | de los tipos que rompieron el molde…”