Ogilvy unveils global activation firm OgilvyAction

MUMBAI: The Ogilvy Group has announced the formation of OgilvyAction to provide a full range of brand activation services globally. In North America, OgilvyAction will be comprised of all of Ogilvy's activation capabilities in the region, including 141 and Ben Marketing.

Rick Roth, a 25-year Ogilvy veteran, who was named CEO of 141 Worldwide in December 2004, will oversee all activation business at Ogilvy.

"In today's cluttered and competitive world, marketers need to find new ways to connect their brands to the real lives of their consumers and the business needs of their trade customers," said OgilvyAction CEO Rick Roth. "With studies showing that nearly 70 percent of purchase decisions are made near or in the store, OgilvyAction plans to reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase."

An official statement issued by the company states that OgilvyAction, headquartered in New York, would provide services in promotional, shopper and trade marketing, experiential (formally 141boomerang), sports and entertainment marketing (formally 141premiere), digital (formally 141xm) and retail design. The company promises to be instrumental in helping clients win in what they call "The Last Mile."

"With activation becoming an increasing need among our clients globally, it just makes sense to bring this important business closer to the Ogilvy brand," said Ogilvy & Mather chairman and CEO Shelly Lazarus.

In North America, OgilvyAction will have offices in New York, Chicago, Atlanta, Stamford, Toronto and Honolulu. Jay Farrell will be CEO for OgilvyAction in this region.

"While other networks have begun to fold their activation groups into their advertising offerings, it's great that Ogilvy is committed to OgilvyAction as a stand-alone, best-in-class component of its 360 Degree promise," said Farrell.

In certain regions, 141 will continue to exist as an independent unit in servicing clients. In Asia, 141 will continue to exist as part of BatesAsia.

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