En adición al anuncio realizado por Ogilvy Guatemala el día de ayer con la obtención de dos Leones de Cannes por la campaña “RINGTOWNS” de su cliente Claro, se confirma hoy que obtiene un tercer premio por la campaña “CAMOUFLAGE” de su cliente Hooters.
Guatemala. 23 de junio, 2010 – Con el anuncio de la obtención de sus primeros dos Leones de Cannes (Cannes Lions International Advertising Festival 2010), Ogilvy Guatemala ya había obtenido algo histórico el día de ayer. Con la notificación de un tercer premio, se marca la primera ocasión en que una agencia de publicidad guatemalteca logra obtener tres premios en este festival, así como que dos empresas de nuestro país logren un León de Cannes en este evento, el más prestigioso festival creativo a nivel mundial.
Hooters Guatemala, franquicia de la cadena global de Restaurantes Hooters, se ha caracterizado por innovar la industria de restaurantes y entretenimiento en Guatemala. La campaña premiada “CAMOUFLAGE”, fue diseñada para incrementar la visita de clientes durante el horario conocido como “Happy Hour”. La campaña gráfica, diseñada para periódico, comunicó la oferta promocional de una manera disfrazada, presentándola como un anuncio de otra categoría de productos, a manera de causar un mayor impacto e interés en la misma. La campaña participó en la categoría “Restaurantes y Comida Rápida”.
En el caso de Claro, lo que empezó como un ejercicio creativo para desarrollar una campaña que destacara un amplia cobertura de la red celular de su cliente Claro, utilizando la riqueza y variedad cultural de los departamentos y ciudades de Guatemala, desembocó en un reconocimiento muy importante a nivel mundial. “RINGTOWNS” tiene como objetivo el destacar la cobertura de Claro en más de 2,000 localidades del país y se caracteriza por la creación de ringtones identificativos de los 22 departamentos de Guatemala, así como de algunos de sus municipios, ciudades y pueblos más emblemáticos. La campaña se encuentra apoyada por un sistema de “Respuesta Directa” a la transmisión de los comerciales y busca generar descargas inmediatas por los usuarios. El primer León obtenido por Claro fue en la categoría de “Respuesta directa a la publicidad”: TV, Radio e infomerciales”, en la que se destaca el uso del mercadeo directo. La segunda agradable noticia provino de la misma campaña, al ganarse el segundo León de Cannes en la categoría de “Mejor uso de medios digitales, incluyendo dispositivos móviles”.
Ramiro Eduardo, Vice-Presidente de Servicios Creativos de Ogilvy Guatemala, indicó: “El sueño de todo publicista es el de pertenecer a un equipo capaz de ganar un premio a nivel mundial. Hoy lo hemos logrado TRES veces por primera vez en la historia de Guatemala y queremos celebrarlo junto a nuestros apreciados clientes, quienes nos dan la oportunidad de experimentar y atrevernos a desafiar lo tradicional en la comunicación publicitaria de sus marcas.”
Por su parte, Juan Mauricio Wurmser, Presidente y Gerente General de Ogilvy Guatemala, agregó: “La alianza estratégica que desarrollamos con nuestros clientes, nos permite contar con su apertura y apoyo para crear publicidad de alto valor, impacto y efectividad. Tres Leones de Cannes reafirman un nivel de excelencia creativa que hemos puesto a servicio de todos nuestros clientes, desde hace 16 años”.
El equipo creativo responsable de los dos primeros Leones está compuesto por el VP de Servicios Creativos, Ramiro Eduardo; el VP de Servicio al Cliente, Gustavo Alejos; el Director de Innovación, Miguel Mayén; el Director Creativo Asociado, Rubén Leyton; la Planificadora Estratégica, María Andrea Salvadó; y el Director de Arte, Francisco Coutiño. Al logro del tercer León de Cannes se suman ahora, Herberth Monterroso, Director Creativo Asociado; Tete del Cid, Directora de Mercadeo y Servicios; Roberto Gómez, Creativo Conceptual; y Antonieta Contreras, Ejecutiva de Cuentas.
Otra campaña de Ogilvy Guatemala resultó también reconocida como finalista del Festival. Otra campaña de su cliente Claro TV Satelital, titulada “Michael Jackson”, en la categoría de “Mejor uso de música o diseño de sonido” con una pieza de radio.
Tres “León de Cannes” se suman ahora a la extensa lista de reconocimientos obtenidos por Ogilvy Guatemala en sus 16 años de existencia: Clios, New York Festivals, Premios Jade, Premios XXI, FIAP, Ojo de Iberoamérica, Festival Caribe, Premios EFFIE, y Kin de Oro.
HONG KONG, March 18, 2010 – OgilvyOne Worldwide Hong Kong announced today that Raymond Leung has been appointed as Media Planning Director of Neo@Ogilvy, reporting directly to Kitty Wong, Managing Director, OgilvyOne Worldwide Hong Kong.
In his new role, Leung will supervise all aspects of Neo@Ogilvy operation including planning, buying and consulting. He is responsible for the quality of the agency output, both strategically and creatively.
"Media planning and buying is only one of the facets in today's complex digital marketing world. There are many different digital channels which play key roles in a customer's journey. Neo@Ogilvy is the expert in providing integrated solutions to customers, which are aimed at bringing out the ultimate benefits of different channels including Search Engine Optimization (SEO), Search Engine Marketing (SEM), social media and mobile" said Kitty Wong, Managing Director, OgilvyOne Worldwide Hong Kong. "We are happy to have Raymond to take the reins as the leader of Neo@Ogilvy in Hong Kong. His experience and expertise will be key to pushing our digital marketing offerings to new heights"
About Neo@Ogilvy
Neo@Ogilvy (www.neoogilvy.com) is the world's leading full-service digital and direct media company with more than 650 specialists in 39 offices in 32 countries. The agency manages digital media investments for blue-chip clients such as IBM, American Express, Cisco, TDAmeritrade, Kodak, Allstate, Yahoo! and others, providing a full range of digital and direct media strategy, planning and buying, direct print and TV, email marketing, search marketing, mobile marketing, analytics and emerging platform services.
Neo@Ogilvy is part of Ogilvy & Mather (www.ogilvy.com), a subsidiary of WPP (NASDAQ: WPPGY), one of the largest marketing communications networks in the world with 450+ offices in 120 countries providing advertising, relationship and interactive marketing, public relations, sales promotion and related services. Ogilvy services Fortune Global 500 companies including American Express, BP, DuPont, Ford, GSK, Gillette, IBM, Kodak, Kraft, Mattel, Morgan Stanley, Nestlé, Unilever, and YUM.
DUBAI, UAE, March 18, 2010 – Memac Ogilvy & Mather Dubai has been named Agency of the Year at the 2010 Dubai Lynx Awards, recognized as the leading advertising festival in the Middle East and North Africa (MENA). The awards, now in their fourth year, were announced on March 17th at The Palladium, a world-class entertainment and events venue in the heart of Dubai Media City.
Till Hohmann, Executive Creative Director of Memac Ogilvy & Mather Dubai, celebrated the Agency of Year honor saying, "Only a short six months after our success at the GEMAS Effies, this agency has reached the twin peaks of effectiveness and creativity. We are the most effective and the most creative agency of the Middle East!"
In addition to the Agency of the Year honors, Memac Ogilvy was ranked the #2 network of the year, behind JWT but ahead of Y&R.
Ogilvy offices in Dubai, Tunisia and Manama (Bahrain) won a combined 25 awards: two Grand Prix, ten gold, three silver and ten bronze awards, with 14 short-listed. Memac Ogilvy & Mather Dubai won the Direct Grand Prix for its "Dustvertising" campaign for BP Visco Engine Oil – as well as all 10 gold, the three silver and seven bronze. Memac Ogilvy Label Tunisia received the Interactive Grand Prix for its "Boga Cidre" ad for beverage company SFTP and two bronze awards.
All of the winners can be viewed at www.dubailynx.com/winners/2010/.
Grand Prix
BP Castrol Visco Engine Oil "Dustvertising"
Memac Ogilvy & Mather Dubai
SFBT Boga Cidre
Memac Ogilvy Tunisia
Gold
(x3) Berlitz Language Center "Ticket Stamp Promotion"
Memac Ogilvy & Mather Dubai
(x2) Volvo Seat Belt Anniversary "Safe & Style"
Memac Ogilvy & Mather Dubai
The Economist "Hot Spots In-Store"
Memac Ogilvy & Mather Dubai
World Black Belts Centre "Little Red Riding Hood Fights Back"
Memac Ogilvy & Mather Dubai
Brinker International Chili's "Taste the Southwest"
Memac Ogilvy & Mather Dubai
Kraft Foods Toblerone "Sweet Tweets By U"
Memac Ogilvy & Mather Dubai
Al Safadi Restaurant Food Donation Initiative "Ramadan Stickers"
Memac Ogilvy & Mather Dubai
Silver
Bespoke Fine Textiles & Tailoring "Offcuts Business Cards"
Memac Ogilvy & Mather Dubai
Jumeirah Group Harry Ghatto's Karaoke Bar "Shisha Karaoke Promotion"
Memac Ogilvy & Mather Dubai
Berlitz Language Center "Rubik's Cube"
Memac Ogilvy & Mather Dubai
Bronze
(x2) Volvo Seat Belt Anniversary "Safe & Style"
Memac Ogilvy & Mather Dubai
Al Safadi Restaurant "Delivering the Spirit of Ramadan"
Memac Ogilvy & Mather Dubai
Memac Ogilvy "Downsized for Recession"
Memac Ogilvy & Mather Dubai
Groupe Delice Milkana Cheese "KHOBZWJBEN"
Memac Ogilvy Tunisia
Scuderia Dubai Exoto Tifoso "Grab Your Own!"
Memac Ogilvy & Mather Dubai
SFBT Boga Cidre "Viral" / "Dhafer Campaign"
Memac Ogilvy Tunisia
Berlitz Language Center "Ticket Stamp Promotion"
Memac Ogilvy & Mather Dubai
The JamJar "Scary Poster 1 / 2 / 3"
Memac Ogilvy & Mather Dubai
Short-Listed
(x2) Coca-Cola Coke Light "Very Important Apartment"
Memac Ogilvy & Mather Manama
(x2) Unilever Ponds "Growth Needs Nurture Internal Campaign"
Memac Ogilvy & Mather Dubai
Memac Ogilvy "Downsized for Recession"
Memac Ogilvy & Mather Dubai
Unilever Ponds "Turning Trade into Romantics"
Memac Ogilvy & Mather Dubai
GSK Panadol "Tag Your Moment"
Memac Ogilvy & Mather Dubai
SFBT Boga Cidre
Memac Ogilvy Tunisia
BP Castrol Visco Engine Oil "Dustvertising"
Memac Ogilvy & Mather Dubai
The Economist "Hot Spots Promotion"
Memac Ogilvy & Mather Dubai
Volvo Seat Belt Anniversary "Ejector Seat" / "1960s Woman"
Memac Ogilvy & Mather Dubai
Batelco Blackberry Service "My BB Rap Song"
Memac Ogilvy & Mather Manama
Desert Chill Ice Cream "Arabic English Classic"
Memac Ogilvy & Mather Dubai
Groupe Delice Milkana Cheese
Memac Ogilvy Tunisia
About Memac Ogilvy
Memac Ogilvy started its operation in Bahrain in 1984. The company offers advertising, public relations, direct marketing, activation, planning and creative services to a large portfolio of clients through 11 offices across the Middle East and North Africa. This wide geographical coverage, along with its group of some 450 professionals, gives the company a unique insight into different segments of the Arab markets.
Who We Are
Close the Sale
As the Activation arm of the Ogilvy Network we exist to Close The Sale. It is this single-minded proposition that has helped to define us in three key ways:
Where We Excel
For our client’s brands, we bring our strategic and creative excellence to life in an area we call, “The Last Mile.” It is the distance a person travels (both physically and mentally) as they move along the path to purchase – from Consumer, to Shopper, to Buyer.
To truly understand this, we have to know how, why, when and where a consumer becomes a shopper. It is this focus on human behavior that drives everything from our strategic insights to our creative work.
Why It Matters
We sit in the middle of a very interesting three-way intersection. It’s a dynamic, fluid space that connects the brands we market, the retailers who sell them and the shoppers who buy them.
What makes us unique is our ability to see deeply into each of these relationships. It is our working knowledge of these complex relationships that allows us to set specific goals for each as we work to solve our client’s business objectives. For this reason, these interdependent relationships have become the focal point of our strategic efforts.
What We Do
Shopper Marketing
Every single one of us is a consumer. We all consume things. But there is a sharp distinction to be made between a Consumer and a Shopper. There is a process we all go through mentally that takes us from being a passive “consumer” to an active “shopper.”
As such, it is always our objective to discover the switch in the Consumer’s mind that triggers them to not only become a Shopper – but more importantly – a Buyer. Only through rigorous dissection of Shopper behavior as well as ongoing, proprietary research like our global SDMIS, (Shopper Decisions Made In Store) can we deliver the kind of valuable insights that allow for compelling, flawless creative execution.
The kind of creative that turns Consumers to Shoppers and Shoppers to Buyers in The Last Mile.
Trade Marketing
Once considered the back-office engine that drove the retail industry, this discipline has never been more important. As market dynamics continue to squeeze and threaten retailers it becomes incumbent upon the brands to work within their account’s parameters. As a result, brands now seek advocacy from their retailers in an attempt to better sell their products in an ever more competitive landscape.
Which is exactly where we come in. Whether it is category management, channel planning or merchandising and visibility, we help our clients understand a retailer’s point of view, which enables them to build a vision those retailers…their customers, can buy into.
Promotional Marketing
The insights derived from Shopper and Trade propel our Promotions. Picture a line graph of consumer activity around a brand. Now imagine a sharp, sudden spike erupting through the center of it. That surge is the result of a well-planned, creatively conceived and perfectly implemented Consumer Promotion.
Regardless of what form the promotion takes, it’s designed to do one thing: make a consumer act. To ‘try,’ ‘buy,’ ‘visit,’ ‘enter’ or ‘click’ – at the end of the day, if it doesn’t drive someone toward the cash register or online shopping cart, it isn’t successful.
To that end, we spend a large portion of the development time for our Consumer Promotions determining how we’re going to measure their success. Armed with behavioral, in-market analytic tools, we constantly refine and hone our Consumer Promotion programs, allowing us to deliver fresh ideas with tangible results. Once set in motion, it becomes an insight-driven engine that fuels sales.
Experiential Marketing
A brand is merely the sum of all the experiences a consumer has with it. Accordingly, it is critical we create as many positive experiences as possible. Everything – from how you’re greeted by a member of the sales team, to how easy it was to book your flight online, to how engaging a display in a supermarket can be – every single touch point with a brand has the power to be ‘an experience’ – and all of them (whether real or virtual) should leave a lasting impression. It is through this lens of the relationship between the brand and consumer that we create our experiential concepts.
With a field marketing capability that can deliver a truly global footprint, we elevate all of our best practices (Trade, Shopper and Promotions) to an emotional 3-dimensional experience whether in or out of the store. For this reason and our fastidious dedication to measuring its effectiveness, our ability to activate brands experientially is unparalleled.
How We Do It
Smartly
We’re an ideas company. Specifically, a big ideas company. And we’re not really particular about where those ideas come from either. Actually we insist they come from everywhere. It doesn’t matter if it’s an international tour or a coupon at a shelf, it must be based on a brilliant consumer insight, only then can it be considered a big idea.
We feel the key to our business is understanding the shopper even better than they know themselves. To understand what inspires them, what intrigues them and ultimately, what is going keep them moving along the path to purchase.
Accurately
With uncompromising rigor we’ve been able to bring smart digital business solutions to our clients. By giving our employees across the board the ability to track, measure and in some cases predict a wide variety of sensitive metrics for our brands, we’ve created a results based culture.
As it is baked into everything we do, and everything we create, it puts measuring our work and our brands growth front and center – exactly where it belongs. This is the cornerstone of our suite of Shopper measurement tools. Our Last Mile Analytics.
Digitally
There is constant change in the activation space as more and more touch points become digital. Once they are digital they become measurable, and this has underscored what separates us from the competition.
From in-store media to online influence to mobile applications and the convergence of them all, we are able to reach Shoppers in new and surprising ways by providing branded utility to them that goes far beyond the products we sell.
By incorporating a deep set of digital tools with the right data and analytics experts with a robust creative offering we don’t just produce big ideas, we produce big ideas that move products off shelves or into on-line shopping carts.
And because we are a global network, we can take what we discover in Singapore to Sao Paulo in a nanosecond.
Get to Know Us
We’re loath to get to know our clients through credentials meetings. Our experience has shown we create much better work (and partnerships) when we sit down and listen to you instead. With that in mind, we typically like to have a conversation about your business issues and objectives.
Once all information has been shared and we understand what the needs are, our solutions architects then draw from the pertinent skill sets we have on the floor to address the issue at hand – and that team is then responsible for developing your business solutions.
Of course, given the importance both shopper and trade marketing have in this day and age, we feel they should be weaved into the very fabric of a brand’s positioning.
To that end, we help our traditional counterparts understand the mindset of shoppers and the trade by bringing key insights to the table early in the process. By working closely with our partners and sharing our collective knowledge to the best of our ability we’ve been able to create an extremely flexible architecture which, in turn, helps drive our collaborative nature.
If you think we can be of assistance in any way, please don’t hesitate to email us or visit our website http://www.ogilvyaction.com/.
We will help you win in the last mile.
Leadership
Sheila Hartnett – North America – sheila.hartnett@ogilvy.com
Steve Harding – Europe, Africa & Middle East – steve.harding@ogilvy.com
John Goodman – Asia Pacific – john.goodman@ogilvy.com
Regis Duarte – Latin America – regis.duarte@ogilvy.com
