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Ad Agency Ogilvy Rebrands and Restructures to Simplify Its Offering

Ogilvy says its new identity and logo reference its founder David Ogilvy’s favorite typeface, Baskerville. WPP co-chief operating officer Mark Read, who moved into the position following the departure earlier this year of the holding company’s former CEO, Martin Sorrell, said in an April interview the company’s focus was on strengthening its business in North America . He said WPP’s creative agencies “are the ones most challenged by all the changes going on in our business.” WPP reported a 0.1% decline in like-for-like net sales—a measure used to judge its underlying performance—in the three months ended March 31. Aside from the new branding and structure, Ogilvy is launching a software platform called Connect, to help employees across the network collaborate. It acquired the software in March from a learning management platform called Fuse. Publicis Groupe is launching a similar platform called Marcel later this year, which it is developing with Microsoft and it says is powered by artificial intelligence. Elsewhere, Mr. Seifert is also setting out a goal that 50% of Ogilvy’s leadership, who will assume “partner” roles under the new structure, will be women in the next 24 months, up from 36% currently. Last year, Ogilvy won 350 pieces of new business—including Mondelez in the U.K. and Australia and British Airways— according to consulting firm R3’s creative agencies new business league table. But it also lost American Express, an account it had held for more than 50 years, to Mcgarrybowen. “Losing American Express was a blow to the cultural heart of the company,” said R3 co-founder and principal Greg Paull, but he adds that Ogilvy’s ability to think and act globally on anchor clients such as IBM, Nestle and Kimberly Clark demonstrates how it’s “one of the few networks that really works.” What’s needed now, according to Mr.

For the original version including any supplementary images or video, visit https://www.wsj.com/articles/ad-agency-ogilvy-rebrands-and-restructures-to-simplify-its-offering-1528203601

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