Ogilvy to deploy its Marketing Technology Center of Excellence across MENA
Posted on May 29, 2018

Ogilvy will be deploying its Marketing Center of Excellence across the MENA region through its Memac Ogilvy offices.

The new offering, announced by worldwide CEO John Seifert, will bring the company’s vast range of MarTech solutions together into one expert capability. As part of Ogilvy’s Next Chapter strategy, integrating all Ogilvy offerings under a single P&L, the Center of Excellence (COE) provides offices and clients with a skilled and highly competitive hub model.

The move aims to further demonstrate Ogilvy’s knowledge and capabilities in deep technology, a focus area for the company as it sets its sights on becoming the world’s leading digital agency.

“We’ve steadily grown our capabilities in the area of deep digital in recent years, in line with Next Chapter,” said Patou Nuytemans, CEO, Memac Ogilvy, Chief Digital Officer, Ogilvy EMEA. “In order for clients to become truly digital, they require partners with not only strategic and creative digital skills, but also deep expertise in technology. That’s what the Center of Excellence is all about. We are thrilled to be able to offer it here in the MENA region, where clients are increasingly showing great desire to innovate and transform digitally.”

More than 900 employees from around the world including a Middle-East based team make up the COE, and are trained in leading technology platforms such as Adobe, Salesforce, Oracle, Sitecore, Acquia/Drupal, Marketo, IBM, iOS, Android, and more.

Ogilvy’s worldwide Chief Delivery Officer, Gunther Schumacher, who led the development of the COE, said, “One of the biggest challenges in today’s world is marketers that invest in technology but don’t have enough understanding of how to transform the way they work within their new environment. So that’s our sweet spot. We send people in, that can drive those technology platforms for you, with your teams, and make them work for you.”

The MarTech Center of Excellence should not be seen as a software company, but more of a marketing services company that helps brands make the right technology investments, and make the most of those investments. It falls in line with Ogilvy’s technology strategy, with a specific focus on platform and enabling tools, while driving integration and growth of its technology studios around the world.

“The Center of Excellence is all about delivering meaningful experiences through data and technology. Today, our goal is to make brands matter by utilising the very best of available technology platforms, with the experience and expertise internally to create efficient and exciting solutions to our clients’ problems,” Nuytemans added.

The MarTech COE is one of a number of new services being delivered by Memac Ogilvy in MENA, and by Ogilvy across the globe, as it continues executing its Next Chapter strategy, placing clients and client-performance at the heart of its business, with the single goal of making brands matter.