EPISODE 7: HOW DOES OGILVY GET READY FOR MODERN MARKETING? (PART 1)
Ms. Dieu Anh: And from our side, how Ogilvy can be ready for it when there are many so choices there. How we get ready in term of building the expertize to provide expertize or service to client?
Mr. Kent: Well, I feel very blessed that I'm in a company that it has a lot of forsight. I joined Ogilvy 17 years ago to run Ogilvy Interactive back that was called interactive at a time when most agencies weren't even thinking about that. So Ogilvy hasn't been playing catch-up, Ogilvy has been investing for decades and new businesses. I mean David, people don't realize that David Ogilvy really want to do the marketing of the original direct marketers, back in the day when nobody knows what's right market was. So Ogilvy DNA has always been to look to the future and find new relevant ways to do things. We invested in interactive that became digital media through NEO quite some times ago, we invested in digital media to reveal that some time ago, we had a great PR offering for years before people realize the importance and the potential of influence with built-in great activation business over the years. We've hired data analyst.
So this is not something we're just catching up with something, We've been doing for a long time and continue to invest in. Today it means new things for example, we have a company, great part of our agency, called Verticurl that do automated marketing, that use automated platform because more consumers you know are responding via digital channels where automated marketing is very effective. We do a lot of Search Marketing through our NEO. So the reality is we as a company have been involved in this for quite sometime and the way we do it to go back to the original question is it goes back all to the consumer. So we look it will be called customer journey as a grounding to understand what is the way.
For example a new mother - a woman becomes pregnant she's going to have a baby – a blessed event in her life. What does she start thinking about? What does she look at? Where did she get influence by? Because eventually she's going to buy a variety of products of babies making brand decision before the babies come out, already starting to form brand association because we marked for it. So how do you talk it to them? What do you talk it to them? You pay attention because you are pregnant. You pay attention because you said something on social media, something they say on Facebook and friends are talking about. So it’s vital in today world to make the decision base on the consumer journey, really understanding that people and then determinate which ideas, which programs with static in various combination will work. It bases upon the human journey, so I think that's pretty central to the way we think about it and it needs to be. Because the customer journey is very different journey by category, by product. If you’re buying a caterpillar equipment, building equipment, that’s very different here than it is for a woman who is buying diaper. So you always get to understand the context of the person's body.