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| Sunday, 7 September 2003 |
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| News Business Features Editorial
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Thinking global and acting local Ogilvy and Mather has deep roots in all markets it operates in, which helps the company understand the pulse of the people. "Even though our strategy is global, advertising will be done to suit the needs and wants of the locals. Therefore, the impact is greater," said Tony Wright, Senior Partner Ogilvy and Mather North America and Chief Strategy and Planning Officer. "We spend a lot of time with the client, investigating the appropriate strategy to advertise a product as we cannot apply one strategy to all products. For example, an advertising campaign for computers can be similar globally, but a campaign for food products would have to be different as one global campaign will not serve the purpose," he said. Wright said unlike in the past, it is difficult to get consumers' honest opinions now. "Therefore, we have created a new division which lives with consumers to understand their ways. This is a new technique; it is captured on video and shown to the client, which gives a fairly clear picture of similarities and differences of consumers and their likings." He described the international advertising conference held in Sri Lanka as an opportunity to bring creative people and the business aspect as close as possible. Originality, relevance and freshness of ideas are the keys to the success of advertising. Wright said that writing should be informative and factual as the company's founder David Ogilvy had wished. He said advertising, like everything else, is changing daily. The main reasons attributed by him to this change are the influence of the Internet and computers, continued growth of global brands and the brand experience. Due to the influence of the Internet and computers, modern day consumers are very knowledgable. Therefore, they will want the very latest. Expressing his views on brand experience, Wright said: "The advertising campaign and the real experience should be similar or else the consumer will get impatient". Wright joined Ogilvy in 1995 and has led the company on many global assignments in addition to leading successful business presentations for clients such as Kodak, Motorola, AT&T Wireless, BP, Goldman Sachs and DuPont. His work at Ogilvy extends from the launch of the American Express Blue Card to the global rebranding of BP 'Beyond Petroleum'. He has been a frequent contributor to major events and conferences including those of the American Press Institute and Marketing Services Institute and has discussed branding issues for CBS Marketwatch and CNN. He was inducted into the Advertising Hall of Achievement in 2001. He began his advertising career in London at Saatchi and Saatchi before moving to Chiat/Day in Los Angeles and Toronto, becoming the youngest member of its worldwide board and the driving force behind the famous 'Energizer Bunny' campaign. In 1989, he formed McElligott Wright Morrison White, which was subsequently sold to the Omnicom Group. Wright then became a founding partner with Omnicom in the New York agency Berlin Wright Cameron, created to serve Volkswagen. |
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