Ogilvy Rebrands After 70 Years
Posted on June 06, 2018 | By ArabAd staff

Continuing its “Next Chapter” transformation journey, the global advertising agency has announced a new organisational structure and a rebrand set to unify the company under one single identity.

“This has been an 18-month journey for our brand and the largest transformation in the history of our agency,” asserted John Seifert, CEO, The Ogilvy Group.

“To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago.”

Ogilvy’s plans to respond to the digital revolution that has fundamentally disrupted the marketing industry. The rebrand is designed to stress further on what the agency stands for. “Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have,” said Tham Khai Meng, CCO, The Ogilvy Group.

“We are building on the creative heritage of David Ogilvy to fuel our future.”

Ogilvy's new mission is to serve as an integrated creative network that Makes Brands Matter.

The integrated Ogilvy brand brings together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations under a single, unified group. “The whole idea behind One Ogilvy… is about responding much faster, with more agility and cost-flexibility to organize the right talent for our clients depending on whatever complexity and set of needs they have,” Seifert detailed. “Be that in individual markets, regions or globally, one aspect of our offering or all aspects of our offering. A big part of this is about becoming a much more client-centered organisation.” 

The company identified six core capabilities—“brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation, and partnerships,” explained John Seifert, chief executive at Ogilvy. 

Ogilvy collaborated with COLLINS, an award-winning independent branding and design agency, on the rebrand and launch.

The new Ogilvy logo represents the agility, collaboration and connectedness that the brand is uniquely capable of delivering for its clients.

The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasize the company’s desire to modernize, while maintaining, its strong heritage.

The previous corporate typeface, Baskerville, have been redrawn and customized as Ogilvy Serif and Ogilvy Sans. 

Moreover, the company’s website ogilvy.com has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership.

“Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” added Seifert.

“The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand, and communicate about a brand.

With more than 16,000 employees across 450 offices in 120 countries, the agency network seems set and ready to embark on a new journey into this brave new world and unveil Ogilvy's "Next Chapter" in adland.