Ogilvy announces new brand identity

Leading advertising agency Ogilvy has announced the integration of the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations under a single group to serve as a creative network.

The company introduced a new organisational structure and new brand identity as part of its “Next Chapter” transformation journey, Ogilvy said in a statement.

“This has been an 18-month journey for our brand and the largest transformation in the history of our agency,” said John Seifert, chief executive of 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.”

The integration also brought various company sub-brands and specialty brands of Ogilvy under a unified group with a common identity, positioning and client service model.

The new Ogilvy is built on five key pillars: new organisational design, new consulting offering, new brand identity and design system, new partnership model, and new global digital platform, according to the statement.

“Our creativity is the foundation of Ogilvy's global network and the most powerful competitive advantage that we have,” said Tham Khai Meng, chief creative officer of the Ogilvy Group.