Ogilvy Gets Activated, Will Focus On 'Last Mile'

The Ogilvy Group is the latest ad agency to buy into the buzzword du jour, with the launch of OgilvyAction.

OgilvyAction--such a breathless creation that it needs to be uttered as a single word--encompasses all Ogilvy's activation companies in North America, including 141 and BEN Marketing.

Although the term activation has generally been understood to mean the exploitation and maximization of marketing opportunities connecting brands to consumers, OgilvyAction will be focused specifically on what the company is calling "The Last Mile."

"With studies showing that nearly 70% of purchase decisions are made near or in the store, OgilvyAction plans to reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase," says Rick Roth, CEO of OgilvyAction. Roth is a 25-year veteran of The Ogilvy Group. He was named CEO of 141 Worldwide in December 2004.

OgilvyAction will have more than 1,000 employees in 46 offices in 36 countries--providing services in promotional, shopper and trade marketing, experiential (formerly 141boomerang), sports and entertainment marketing (formerly 141premiere), digital (formerly 141xm) and retail design (formerly Red).

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In North America, OgilvyAction will have offices in New York, Chicago, Atlanta, Stamford, Toronto and Honolulu. Jay Farrell will be North American CEO for OgilvyAction. In Asia, 141 will continue to exist as part of BatesAsia.

The move was expected. In a September 8, 2006MediaDailyNews story about Initiative Worldwide naming Tim Spengler chief activation officer, it was noted that Google search turned up a URL for Ogilvy Activation, which, when clicked, linked visitors to 141 Worldwide's Web site.

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