WPP’s Ogilvy & Mather has launched a new data insights and analytics unit called OgilvyAmp (as in “amplify”).
Some 300 O&M staffers have been assigned to the unit designed to help clients use data in creative and effective ways with a particular focus on strengthening relationships with customers, the agency said.
The new operation is being led by Todd Cullen, the agency’s chief data officer, and is currently being used by clients including T-Mobile, Nestle, Aetna and Merck.
Miles Young, global chairman & CEO of Ogilvy & Mather, said: “Data is at the heart of Ogilvy and always has been: no one believed in it more than [Agency Founder] David [Ogilvy]. When I appointed Todd Cullen as chief data officer last year, the idea was to create an innovative data offering, which makes data really useful -- and less distracting -- for clients. OgilvyAmp is the means by which we will make that idea a reality.”
The agency said the unit would offers clients new products and services in four major areas:
Data Strategy & Planning -- Evaluating a client’s current enterprise data capabilities and investments in the context of their customer engagement strategy and recommending and procuring the optimal mix of data types and suppliers, and optimal data spend.
Advanced Analytics & Data Science -- Providing advanced, client-specific analytics services to address customer insight, segmentation, measurement and contact strategy opportunities.
Data Management Technology -- Evaluating, identifying, selecting, securing, implementing, configuring and operating technologies and solutions to manage data.
Analytics Application Development -- Utilizing the unit’s proprietary product design and development methodology, tools and frameworks to package and commercialize analytics solutions.
“Clients are either drowning in data, or they are afraid to go in the water,” said Cullen. He likened OgilvyAmp to a “lifeboat. Rather than allowing data to overwhelm, our focus is on finding the right data sources, strategies, tools and platforms to help our clients unlock customer value and grow their businesses.”