Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 14 pages
Data source: Published sources
Abstract
The advertising industry was facing serious 'headwinds' varying from cost cutting by clients to controversy over ad-buying transparency and the rise of AdTech agencies such as Facebook and Google. Moreover, the clients were questioning the relevance of brands in a digital environment. To better compete, the agency holding companies like WPP Group Plc (WPP) were making adjustments to align their separate agencies to become more efficient and let clients pick the talent they want to work with. Amidst this scenario, in order to capture fresh appeal in the market and to create new and relevant outlook, the 70 year old, WPP's network agency, Ogilvy & Mather Worldwide (Ogilvy) whose multi-discipline operating model became too complex to handle announced the 'refounding' of the agency into an creative network, with a tagline 'Makes Brands Matter'. In a rapidly moving forward world, analysts were wondering whether Ogilvy's change to overcome new age challenges would pay-off in the long run.
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources
About
Abstract
The advertising industry was facing serious 'headwinds' varying from cost cutting by clients to controversy over ad-buying transparency and the rise of AdTech agencies such as Facebook and Google. Moreover, the clients were questioning the relevance of brands in a digital environment. To better compete, the agency holding companies like WPP Group Plc (WPP) were making adjustments to align their separate agencies to become more efficient and let clients pick the talent they want to work with. Amidst this scenario, in order to capture fresh appeal in the market and to create new and relevant outlook, the 70 year old, WPP's network agency, Ogilvy & Mather Worldwide (Ogilvy) whose multi-discipline operating model became too complex to handle announced the 'refounding' of the agency into an creative network, with a tagline 'Makes Brands Matter'. In a rapidly moving forward world, analysts were wondering whether Ogilvy's change to overcome new age challenges would pay-off in the long run.
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Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources