Ogilvy unveils new identity, unifies organisational structure

Ogilvy has brought together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations under a single, unified group with a common identity, positioning, client service model and P&L. The unified group, which includes a new organisational structure and brand identity, also includes various company sub-brands and specialty brands.

The move to serve as an integrated creative network reinforces what Ogilvy stands for and believes in - that brands matter now more than ever.

Using the common language of ligature, Ogilvy's new logo represents the agility, collaboration and connectedness that the brand aims to deliver for its clients.

The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasise the company’s desire to modernise, while maintaining its strong heritage. The Ogilvy fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans.

Additionally, the company’s website ogilvy.com has been redesigned to be a dynamic destination, showcasing the breadth and depth of the agency’s creative work, talent and thought leadership. Ogilvy partnered with branding and design agency COLLINS on the rebrand and launch.

The new organisational design comprises one brand represented by six core capabilities - brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation and partnerships - and twelve crafts, along with a new operating system. Among the list of crafts include creative, strategy, delivery, client service, marketing communications and data.

Building on the success of OgilvyRED, the agency will launch an enterprise offering called Ogilvy Consulting, focused on the areas of digital transformation consulting, growth, business design and innovation, which will work horizontally across all of Ogilvy.

To lead and manage a truly integrated network business model, Ogilvy is establishing a formalised global partnership structure, ensuring that the diversity of its leadership – across markets, capabilities, and generations – better represents the brand.

The agency will also create a knowledge-sharing, professional development and customised community-networking tool called Connect, which will be used to train employees and bring the right teams together to best serve clients.

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

He described the scale and diversity of Ogilvy's global network as "the source of [its] strength", adding that the new organisational design will empower employees to put its clients at the centre and create sustained brand value on behalf of clients "for years to come".

“Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have. We are building on the creative heritage of David Ogilvy to fuel our future," Tham Khai Meng, chief creative officer, The Ogilvy Group, said.