Category: Adweek

Ogilvy Unveils a Global Restructuring to Kick Off Its ‘Next Chapter’

Ogilvy & Mather Worldwide today announced a sprawling list of promotions, shifts and restructurings—including a large new production and technology operation called Ogilvy Delivery. 

The changes were unveiled in an internal memo sent by Ogilvy & Mather Global CEO John Seifert to the agency's many staffers. Acquired by Adweek, the memo details a networkwide restructuring and a number of leadership appointments across functions, clients and regions around the world.

The many changes together encapsulate Seifert's most dramatic move since taking over for outgoing CEO Miles Young one year ago.

"Since speaking to you all in November, I have made it clear to our Executive Committee, [WPP CEO] Martin Sorrell, and the WPP Board that my number one priority as Worldwide Chairman and CEO will always be our people," Seifert writes. "Today, I am pleased to formally announce some next chapter leadership appointments across functions, markets, and clients."

In a new architecture comparable to the four worldwide "solutions hubs" announced by Publicis Groupe in late 2015, Seifert has created four "functions" to unify various disciplines across the larger Ogilvy organization under the groupings of Talent, Growth, Delivery and "Marketing, Communications and Change."

Here's the full memo, followed by summary of some of the key changes:

What is Ogilvy Delivery?

Perhaps most notable among Seifert's many announcements was the creation of Ogilvy Delivery, which appears to offer a blend of production, project management and technology services all aimed at getting work out of the concept phase and into reality.

"Ogilvy Delivery revitalizes our commitment to the 'art of making,' focusing on the critical craft skills required to bring big ideas to life in film, digital experiences, social media, print," Seifert writes.

Seifert describes the operation as having three pillars: a Program Management Office, a "studio ecosystem" encompassing production teams around the world and a new, unspecified technology model. Former OgilvyOne worldwide president and Chief Operating Officer Günther Schumacher will lead this team as worldwide chief delivery officer, partnering with Chief Technology Officer Mike Tidmarsh on the tech aspects of the new function.

New Roles for Diversity, Growth and Communications

Worldwide Chief Talent Officer Scott Murphy will lead the Talent division, managing human resources, diversity & inclusion, learning & development and talent acquisition. As part of this move, Seifert also promoted senior partner, executive director of L&D Diane Fakhouri and senior partner, chief diversity officer Lauren Pedro to lead the global learning and diversity divisions.

Paul Heath, worldwide executive director and chief growth officer, will partner with Ogilvy Public Relations worldwide chief business development officer Suresh Raj to manage the Growth function and "ensure that [Ogilvy's] markets, specialist units, and global client leaders are equipped with the talent, tools, and modern marketing expertise necessary to fuel enterprise growth."

Seifert has chosen worldwide CMO Lauren Crampsie to help create "the next chapter Ogilvy brand experience" as the head of the Marketing, Communications and Change function. She will help develop a "One Ogilvy" branded marketing effort across global offices to help strengthen the network as a brand unto itself.

Ogilvy Public Relations global Chief Communications Officer Jennifer Risi will serve directly under Crampsie and manage all media relations functions while partnering with managing director of marketing and content Nikolaj Birjukow on self-promotional initiatives. Crampsie will also now become senior adviser on the worldwide executive committee.

Seifert's memo also includes several regional leadership changes.

  • Former Ogilvy East chief Lou Aversano will become CEO of Ogilvy USA, with global PR CEO Stuart Smith heading up the Western division throughout 2017 as the two eventually become one integrated group. This larger unification has been in the works since September, when Seifert tasked Aversano with bringing all North American operations together under a single P&L.
  • Laurie Young was promoted to CEO of Ogilvy Canada last December.
  • In the Asia Pacific region, Ogilvy PR Singapore managing director EeRong Chong will oversee all operations in that country along with Chairman Chris Riley
  • Former Ogilvy & Mather Asia Pacific Group CMO David Mayo, a 15-year veteran of the network, has been promoted to CEO of Ogilvy Malaysia.
  • Katryna Mojica will succeed Adam O'Conner as chief executive of Ogilvy Hong Kong, while the latter executive works with the regional brand management community in a new role.
  • Former Mexico CEO Horacio Genolet became chief executive of Ogilvy Latina last November, with Marcos Golfari retaining the chairman role for Latin America. Chief creative officer César Agost Carreño and vp Verónica Hernández will succeed him as co-CEOs.
  • Longtime Fred & Farid partner and managing director Emmanuel Ferry will now lead Ogilvy's Paris office, reporting to Ogilvy France president Natalie Rastoin.
  • Ogilvy CommonHealth CEO and chairman Matt Giegerich will resign after 17 years leading that agency. His operation had been merged into a larger WPP group called WPP Health & Wellness.
  • Strategic consultancy group OgilvyRED will expand across all existing markets, with more offices planned in 2017, with founder Carla Hendra helping to develop a growth plan for Ogilvy's global health and wellness business. A new "Ogilvy Center for Behavioral Science" will be led by former PR CEO and chairman Chris Graves.

On the client side, Seifert promoted several executives to become members of the Ogilvy Global Brand Management team.

  • Ogilvy Japan president Todd Krugman will lead global client services for IBM.
  • Worldwide managing director Philip Heimann, who had been leading the Coca-Cola business since 2008, will now lead SC Johnson around the world.
  • Nancy Hannon, who resigned from her position at Leo Burnett Chicago last November to join the Ogilvy team, has been named executive creative director on the same account.
  • Ogilvy UK CCO Emma de la Fosse will lead global creative on Kimberly-Clark Adult and Feminine Care with Chicago ecd Chris Turner heading up Huggies.

Others have been promoted to "global executive leader" roles. They include Jamie Prieto, who will lead American Express; Paul Heath, whose clients include Unilever, Mondelez and Ford; OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh; Paul O'Donnell, who adds Allianz and Siemens to his list of clients along with Phillips; the aforementioned Horacio Genolet, who now leads Coca-Cola around the world.

In conclusion, Seifert writes that more such news will break soon: "I get more excited about the opportunity in front of us with every interaction I have with the amazing people in this company."

The affects of this extensive series of changes on the day-to-day operations of Ogilvy offices around the world will fall into place throughout 2017 and beyond as the WPP agency aims to cement a consistency that has led the Cannes Lions to name it global network of the year every year since 2011.

Article originally appeared on Adweek Advertising & Branding: Link.

American Cancer Society Picks The Richards Group to Help Set Its Brand Apart

The Richards Group has won creative agency of record duties for the American Cancer Society after a review.

The ACS, which is one of America's most-recognized charities, issued an RFP late last year as part of an effort to help differentiate itself in an increasingly crowded nonprofit field. "We're very fortunate in terms of high brand awareness, but we need to create greater stickiness," said svp of strategic marketing and alliances Irma Shrivastava.

The group's most recent review occurred in 2015, with DDB Chicago winning the business thanks, in part, to a relationship with then-svp of marketing and Wrigley veteran Daniela Campari. Last year, the organization went through some changes on the marketing side, hiring Coca-Cola veteran Sharon Byers as its chief development and marketing officer in October after ending its relationship with DDB and going on what Shrivastava describes as an advertising "hiatus."

Shrivastava, who also held top marketing roles with Coca-Cola, said, "The irony is that for-profits and not for profits are looking to do the same thing in terms of connecting with consumers. One thing we liked about Richards in addition to creative and strategy was their long-term relationships with clients, which have been very impactful." Those clients include Motel 6, Salvation Army and Home Depot, all of which have been with Richards for 15 years or more.

American Cancer Society's marketing budget has remained somewhat consistent over time. The latest numbers from Kantar Media have the group spending just under $35 million on paid media in 2015 and $15 million from January to September of 2016.

The Richards Group's first work for its new client will debut in late summer or fall of 2017.

Article originally appeared on Adweek Advertising & Branding: Link.

T-Mobile’s CEO Just Tweeted That the Brand Is Running a Super Bowl Ad This Year

Another wireless brand will make an appearance in the Super Bowl next Sunday. T-Mobile CEO John Legere announced the news today on Twitter with a three-second video featuring a pink football and lots of Super Bowl-worthy snacks.

No word on when the ad will run or how long it will be just yet, but Publicis Seattle will work on the creative. 

Last year, the brand had a hit with its "Restricted Bling" spot starring Drake dancing to his popular Hotline Bling track. 

Past ads have featured other big names, including Steve Harvey, Tim Tebow and Kim Kardashian in a 2015 Super Bowl spot. And while the brand isn't releasing details about the creative, there's a good possibility it will feature a celebrity.

T-Mobile will be competing on game day with Sprint, which announced it will run an ad in the second quarter of the game. Droga5 will handle creative for that spot.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

Sprint Promises a ‘Real Cliffhanger’ for Its Super Bowl Ad

Sprint will return to the Super Bowl this year with a 30-second spot from Droga5. The ad will run in the second quarter of the game and marks the brand's fifth Super Bowl appearance to date.

Sprint's CEO Marcelo Claure announced the ad earlier today on Twitter, writing that "it's a real cliffhanger."

No other details on the creative or concept for the spot have been released yet. Some of the brand's most recent ads have featured a familiar face in the world of cell phone ads, Paul Marcarelli. He's also known as the longtime pitchman who spouted the now famous "Can you hear me now?" tagline for Verizon.

At the time it was a major coup for Deutsch, who worked on the ads for Sprint before losing the account to Droga5 last November. Droga5 secured the account from Deutsch without pitching.

"We felt that, as part of our transformation, it was the right time to bring new thinking and fresh ideas in the mix. Droga5 is the right agency at the right time for Sprint," David Tovar, Sprint's vp of corporate communications, told Adweek at the time.

This Super Bowl spot will be Droga5's first work for the brand so it's unclear whether the cell phone spokesman will make an appearance in the ad.

Sprint's last Super Bowl ad ran in 2015, with a spot from Deutsch L.A. In the spot, Sprint issued a cheeky apology to Verizon and AT&T for cutting their clients' bills in half.

For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

FCB Mexico Is Teaching Kids About Equality With a Game They Can Play Together in Different Cities

As President Trump moves ahead with a plan to build a wall along the United States-Mexico border, Mexico City continues to find ways to teach children separated by socioeconomic status about equality. As a way to bring people together, FCB Mexico created a game that's all about breaking down walls, real and imagined.

While the discussion of a wall is obviously a hot-button issue, Humberto Polar, chief creative officer for FCB Mexico, explained that in Mexico there is a lot of division among its own people. "We have problems with crime and the economy as well. One of the things in the city is a huge difference of income, of socioeconomic levels, that historically breaks kids apart," Polar said.

The agency has been working on this project since last year, taking the game to different schools in Mexico for kids to test out. It originally created the tech-savvy tug-of-war style game for Papalote Children's Museum in Mexico City, "The Wall Breaker Rope," but the agency has installed it at local schools and shopping malls as well. Polar said he's hoping to make it a permanent fixture in the museum in the coming months.

"Divisions make us think we are different. In Mexico City, one of the most populated in the world, distances are like walls: They separate us. They divide us," the copy reads.

So what makes it more than just a game of tug-of-war?

FCB Mexico set up two machines with rope coming out of each one. One machine was set up in a wealthy neighborhood at a private school. The other was stationed at a public school in a poorer area of the country. The two machines are synched up, despite the nearly 27 mile distance between them. 

Kids who played the game at the two schools had a chance to get to know each other, even if they weren't in the same place and wouldn't normally meet each other because of their different socioeconomic statuses. In the end, "they learned that we are essentially equal," the video said.

"We found that [the game] was an interesting way to explain this division and differences that can come to the minds of kids when they hear the news, hear about what's happening in the world and hear about Mexico being a lesser kind of country in the speech of the new American government," Polar said. 

Article originally appeared on Adweek Advertising & Branding: Link.

Avocado Mentions Jumped 371% on Twitter After Trump Proposed Tax on Mexican Goods

Despite the brand's attempts to stay apolitical in the face of President Donald Trump's escalating tensions with Mexico, Avocados From Mexico–and avocados, in general–just can't stay out of the spotlight.

Social media chatter about avocados and other Mexican goods spiked tremendously on Thursday after White House Press Secretary Sean Spicer told reporters a 20 percent tax on products from Mexico could pay for Trump's proposed border wall. Less than an hour later, Spicer walked back his statement, clarifying that the proposal, which would leave American shoppers footing the bill when buying everything from beer and fresh produce to appliances and cars, was "just one idea" to pay for the wall.

Although Trump's desire for a border wall has long been a point of public discussion, Avocados From Mexico, a marketing organization in the U.S. that's owned and funded by Avocado Producers and Exporting Packers Association of Mexico (APEAM) and Mexican Hass Avocado Importers Association (MHAIA), had been hoping to stay out of the political conversation with its Super Bowl ad this year, starring Jon Lovitz. The ad will instead have a health and wellness message.

Chatter about avocados on social media spiked yesterday, according to marketing tech firm Amobee, with 33,000 tweets mentioning "avocado," compared with 7,000 mentions of avocado on Wednesday (a 371 percent increase in 24 hours). Before Avocados From Mexico's Super Bowl marketing push kicked in, the fruit was mentioned an average of 3,000 to 5,000 times per day, per Amobee, which looked at October 2016 social data for comparison. 

Even if the 20 percent tax never happens, the narrative on social media could potentially harm Avocados From Mexico by hijacking the conversation around avocados in the time period they're trying to lead that conversation on social, according to Amobee's analysis. On Thursday, there were 2,038 tweets mentioning both "avocado" and "Trump," and 1,989 tweets mentioning both "avocado" and "crisis." There were 96 tweets mentioning both "avocado" and "trade war."

APEAM released the following statement after the new president's proposal began to dominate the news cycle and online conversation:

"Overall, avocado imports benefit both the Mexican and U.S. economies, and studies show that avocado imports contribute to the U.S. economy by directly and indirectly creating jobs and stimulating growth. … As the leading avocado brand, we remain confident that the trade policy between our two governments will continue to support U.S. consumers' growing love of avocados."

APEAM, citing a 2016 Texas A&M study, also pointed out that in 2015, U.S. avocado imports generated $3.5 billion in economic output, $2.2 billion to the U.S. GDP, $1.2 billion in labor income, $594 million in taxes and 19,000 jobs to American workers.

There were 60,900 tweets mentioning the proposed 20 percent tax on Thursday, with Twitter sentiment around the tax being 10 percent positive, 74 percent neutral, and 16 percent negative, according to Amobee.

Avocados weren't the only Mexican import on people's minds on social media Thursday: There were 39,700 tweets about tequila and 31,700 tweets about Corona, Amobee reported.

While Republican Sen. Lindsey Graham didn't mention avocados, he certainly seemed to be opposed to any tax that would make it harder to buy some of America's other favorite Mexican goods:

Article originally appeared on Adweek Advertising & Branding: Link.

Wonderful Pistachios and Fiji Water Both Line Up 15-Second Super Bowl Ads

Two more food and beverage brands just jumped into the mix for Super Bowl LI.

Wonderful Pistachios and Fiji Water, both owned by The Wonderful Company, will each air a 15-second spot during the Feb. 5 telecast on Fox, the company confirmed to Adweek on Friday.

The pistachios ad will air in the first quarter, and the Fiji spot in the third quarter.

The pistachios spot, titled "Treadmill," will continue the brand's campaign with Ernie the Elephant, a CGI character voiced by John Cena. The brand has not decided yet whether to release the spot early, or wait for the game. 

Seattle Seahawks cornerback Richard Sherman has appeared in two Ernie spots to date, but he will not be in the Super Bowl ad. 

Meanwhile, Fiji Water will not be airing new creative on the game. Rather, it will use a 15-second version of a spot called "Nature's Gift." A 30-second version of that spot ran in a previous ad campaign—and was uploaded to YouTube in February 2015.

The Wonderful Company said sales of Fiji Water have been strong, but that the brand was "restrained" in its marketing last year following the severe cyclone that hit the Pacific island of Fiji last February. 

This year's Super Bowl ad is a "way of kicking-off a full year of marketing support," the company said.

While Fiji Water is a newcomer to the Super Bowl, Wonderful Pistachios is not. The brand aired spots on the 2013 and 2014 games—the former starring the South Korean singer and rapper Psy, and the latter featuring Stephen Colbert. 

Article originally appeared on Adweek Advertising & Branding: Link.

Ad of the Day: First Ad From McDonald’s New Agency Says ‘There’s a Big Mac for That’

McDonald's made headlines late last year for consolidating its $800 million-plus advertising business with a new dedicated unit inside Omncom called We Are Unlimited.

That division's first campaign for the fast-food giant launched today, and its primary goal is positioning the one and only Big Mac as a sandwich for everyone … no matter your appetite or your circumstance. 

As you can see in the spot below, line drummers, rock drummers, ballers, boarders and gamers can all agree: There's a Big Mac for that! 

Before moving its business to Omnicom, McDonald's made a big push to promote its All Day Breakfast offering along with former creative lead Leo Burnett, part of Publicis Groupe. Now it's focusing on the new multi-sized Big Mac. 

The new work marks a strategic shift focused on reaching consumers where they live, aka every available digital platform. In addition to the national TV ad buy covering the Grammys, Oscars and Super Bowl pre-game, McDonald's will run versions of this campaign on Snapchat, Facebook, Instagram, Twitter and YouTube. 

At last year's Advertising Week, McDonald's chief marketing officer Deborah Wahl elaborated on the "5,000 pieces of content" strategy embodied by this work and a parallel campaign in which the chain will give away 10,000 bottles of its literal Big Mac secret sauce via live social media video streams.

According to the release, this creative is intended to mimic "a hip-hop music video." It was directed by We Are From LA, the duo behind Pharrell's "Happy."

Those averse to change shouldn't worry, though: While "There's a Big Mac for That" will appear throughout this campaign, "I'm Lovin' It" remains the brand's main tagline. And despite The Onion's hard-hitting 2014 reports, "Lovin' Beats Hatin'" has yet to appear in any McDonald's spots.

CREDITS
Client: McDonald's

Agency: We Are Unlimited
Chief Executive Offier: Brian Nienhaus
Chief Strategic Officer: Graceann Bennett
Chief Production Officer: Jon Ellis
EVP,ECD: Christina Yu
Creative Director: Jennifer Rossini
AD: Andrea Knowles, Patrick Shing, Eric Carriere, Catherine Wong, Meagan Patry
Copywriters:  Lauren Riddoch, Phil Hahn, Benjamin O'Neill, Angeline Parsons
Group Account Director: Matthew Schabdach
Account Supervisor: Samantha Hess
Account Executive: Katelyn Ledford
Account Manager: Tom Briggs
Retail Senior Account Director: Devin Hauser

Zocalo Group
EVP, Strategic Planning: Emily Bader
Senior Account Executive: Becca Toth

Production
Director: We Are From LA
Producer : James Groves
Prod. Comp:  Iconoclast
Editor: Cutters Chicago Grant Gustavson
Music: South
Photographer: Stephen Hamilton

Article originally appeared on Adweek Advertising & Branding: Link.

Wieden + Kennedy Could Be the Perfect Match for Fox Sports After Spending 25 Years With ESPN

Fox Sports announced this week that Wieden + Kennedy would be its first ad agency of record. The agency's New York office will run the business, with the relationship beginning immediately.

This news marked the end of an era since W+K had been working with ESPN for 25 years, creating memorable campaigns for several properties including, most prominently, SportsCenter. In fact, Wieden has been working with ESPN longer than Fox Sports has been on the air; the latter organization began broadcasting in 1994.

"We are excited to begin our partnership with Wieden + Kennedy New York, an innovative and creative powerhouse that will help us build on the success of Fox Sports' marquee live events and growing momentum of FS1's studio programming," said Fox Sports evp of marketing Robert Gottlieb in a statement. "Our new partner shares our vision for the future of FOX Sports and will bring proven creative and strategic expertise to the network's impressive sports rights portfolio."

The announcement also comes at a time when Fox looks to assert a larger influence within the rapidly changing world of live sports. As the number of traditional cable subscribers drops and competition for ad dollars heats up, Fox and ESPN have become more direct rivals. Earlier this week, the two entities engaged in a minor messaging battle regarding their respective ratings.

ESPN has traditionally been a bigger spender when it comes to marketing. According to Kantar Media, ESPN's $35 million paid media total in 2015 was more than three times higher than the same number for Fox Sports. In the first nine months of 2016, ESPN spent just under $20 million while Fox spent only $4.5 million.

Various sources tell Adweek, however, that the amount of ESPN work assigned to W+K had declined in recent years before the contract between the two parties ended last month. The transition occurred without a formal review. Moving forward, the agency will promote all of Fox Sports' major properties, including its daily shows, with a specific emphasis on coverage of the 2018 World Cup.

"This is an opportunity for real partnership, with a brand whose culture is rich and inspiring," said W+K New York managing director Neal Arthur in a statement. On the agency's storied relationship with ESPN, he said, "ESPN was a defining client for Wieden + Kennedy New York and our entire network. We wish them the best."

"ESPN and W+K benefited from a long, fruitful relationship that resulted in breakthrough creative, most notably the iconic and enduring 'This is SportsCenter' campaign," said a spokesperson. "We appreciate their contributions over the years."

According to the representative, ESPN does not plan to launch a review seeking a new creative partner and will continue working with multiple agencies including its in-house shop CreativeWorks. ESPN will the continue "This Is SportsCenter" campaign; 72andSunny produced several recent ads in that campaign.

Article originally appeared on Adweek Advertising & Branding: Link.

Leo Burnett Hires Katie Newman As Its New U.S. Chief Marketing Officer

Leo Burnett has a new chief marketing officer. Katie Newman joins the team in the U.S. as CMO, effective immediately.

Newman has spent quite a bit of her career with Leo Burnett. She worked as an account supervisor for three years and as an account director for an additional three years, working on Hallmark Cards. Most recently Newman was CMO of the software and analytics company Ardent and CMO of marketing and tech incubator, The Abundancy.

Both Ardent and The Abundancy were recently acquired by Leo Burnett after the agency hired consultant and venture capitalist Andrew Swinand as its new North American CEO in early January. Swinand previously spent some time at Publicis Groupe's Starcom Mediavest Group, but most recently founded and developed The Abundancy and Ardent. After working with Newman on both operations for four years, Swinand said he knew Newman would be the perfect fit for the role of U.S. CMO.

"When I think about talent, it's power, passion and smarts. [Newman] just has been a force in terms of helping build our small entrepreneurial venture," Swinand said. "I couldn't imagine doing this without her because she's been rocking it with me for four years already."

In her role as CMO, Newman will be tasked with helping Swinand and Leo Burnett, "innovate and incubate a new model that puts data at the forefront of the creative process," Newman said. 

"It's going to start with changing the way we operate … 'Human Kind' has always been our belief system. One of the big thing we are working on now is making that into our operating system. Again that requires bringing new data, tools and technology to the forefront of our creative process," she added.

One focus for Newman in the new role will be implementing Publicis Groupe's "Power of One" strategy in order to help make Leo Burnett be part of a more open source solution for clients. Most recently the network has leveraged this thinking to help Saatchi & Saatchi win the $400 million HSBC account from J. Walter Thompson.

Newman will also focus on fusing creative with data.

"I think for the past several years creativity and data have been at odds with one another and that doesn't need to be the case. I think an exciting thing here in store for Leo Burnett is that you'll see our creative product, which has already been amazing, be even better because we are investing in those tools and technology and data to understand people better, to give them what they want and respond with experiences that are really meaningful," Newman said.

Newman will have plenty of new clients to deliver powerful creative to. Most recently Leo Burnett added Special K's U.S. business back to its roster of clients after losing the account to J. Walter Thompson in 2015. The agency also scored global creative duties for Jim Beam and added MillerCoors' U.S. retail business.

Article originally appeared on Adweek Advertising & Branding: Link.