Ogilvy launches B2B unit in Mumbai, Delhi and Chennai

MUMBAI: After testing waters in Bangalore for a couple of years, Ogilvy India has now launched its B2B (Business to Business) unit called Ogilvy Business Network in Mumbai, Delhi and Chennai.

The unit was launched in Bangalore in 2004, which is now being headed by Shenaz Bapooji.

Ogilvy B2B is a specialist practice dedicated to business to business communications – “The B2B specialist who understands branding. The branding specialist who understands B2B.”

Present at the launch were Ogilvy & Mather erstwhile O&M India CEO and now O&M Japan CEO John Goodman, IBM Brand Services Asia Pacific director and B2B Practice Group leader Bill Merrick, Ogilvy Business Network Bangalore head Shenaz Bapooji, O&M India’s Renuka Jaipal and J C Giri.

In his introductory address titled ‘Are the right people making your marketing decisions?’ Merrick threw light on the various reasons why agencies don’t use B2B solutions for their clients. “There are some root causes for this. For one, people are not trained to make the right decisions in these areas. The learning and data points are too few and the results of the same were not scrutinized and hence mistakes will be repeated. Also, people don’t spend wisely on B2B services because they can’t.”

Speaking on the launch of Ogilvy Business Network in the three cities and its focus, he said, “This will be a focus segment for Ogilvy in the coming months and we have established suitable resources and finalized investments to support its growth. I am also happy to announce that from our launch in Bangalore, we have already recorded business wins in B2B in the last few months. The B2B practice group will help people learn how to learn from their mistakes.”

“Last year the AC Nielsen reputation study on agencies in India blessed us with the number One slot by a landslide. We’re committed to initiatives like these to ensure we retain that spot in the future by a constant diet of innovation and unique added-value servies for our clients,” said Goodman.

He added, “The influx of foreign direct investment (FDI) has had a huge impact on B2B growth in the country in the last few years. Also, B2B has been a terribly neglected area for agencies like us. The launch of this unit is a deliberate attempt to rectify that. The idea is to put different components of our business and create one seamless offer.”

Ogilvy has a large database of all the work its clients are doing and this will help in finding solutions for other clients too. “Many clients don’t have access to what others are doing. But thanks to our huge clientele list, we can tell them what others are doing and hence set a benchmark. Our database will also ensure that clients won’t have to learn from their own mistakes.”

The agency has developed systems, tools and designs to offer clients seamless solutions.

Ogilvy Business Network will aim at harnessing the existing strengths of the agency to provide clients with best of breed solutions driven by strategy and insights. Existing services such as Ogilvy PR, OgilvyOne, OgilvyInteractive and Ogilvy Activation will complement the new initiative.

“We are the only agency in India to have a B2B practice group set up. We recognize that fundamentally, B2B and B2C (Business to Consumer) are different and the challenges of communication for B2B clients calls for a specialization that no one else can offer. All our clients can get all of this… if they choose to!” Merrick concluded.

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