Ogilvy Helps Clients Succeed Through New Approach to Data

Launch of new white paper on "Math Marketing"

NEW YORK, N.Y., AUGUST 12, 2009 – The most successful marketers today are those who turn the "data deluge" into insights that drive real business growth. Leading advertising agency, Ogilvy & Mather Worldwide, has identified ways to ensure data drives accountability and reveals transformational consumer insights.

Dimitri Maex, Head of Global Data Practice, Ogilvy & Mather Worldwide, observed, "All too often, marketers are overwhelmed by the data available to them. They are driven by what is technically possible rather than by what will make a real difference to their businesses. The biggest challenge for them is how to translate mathematical insights into recommendations and actions that can make a direct impact."

In a new white paper entitled "Math Marketing: The New Landscape of Marketing Analytics," Mr. Maex describes the evolution of Math Marketing and outlines powerful ways Math Marketing can work harder by increasing the accountability of marketing efforts and uncovering valuable consumer insights that can be turned into powerful marketing ideas to fuel growth.

"From our experience of working with some of the world's best brands including IBM, Cisco and TD Ameritrade, the ones who are winning have managed to turn the vast volumes of complex data to their advantage by generating transformational insights that drive incremental growth," said Mr. Maex.

Carla Hendra, CEO of Ogilvy & Mather North America, remarked, "CMOs are under increasing pressure to deliver business results and to demonstrate the contribution that marketing makes to their organization. The days of guess work and soft metrics are over – Math Marketing is the future."

2009 marks the 20th anniversary of Ogilvy & Mather's Global Data Practice, which was established in response to increasing demands from Ogilvy & Mather's global clients to ensure greater efficiency in marketing investment and budget allocation.

The Double Think (www.thedoublethink.com) is a blog created by Mr. Maex and Colin Mitchell, Worldwide Planning Director, Ogilvy & Mather Worldwide, in which they explore the synergies between traditional brand planning and marketing analytics.

To obtain a PDF of "Math Marketing," please email Stephen Greifer, Executive Vice President, OgilvyOne North America, at stephen.greifer@ogilvy.com, putting "Math Marketing" in the subject line.

For further information, please contact Mish Fletcher, mish.fletcher@ogilvy.com.

About Ogilvy & Mather
Ogilvy & Mather (ogilvy.com) is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, wpp.com.) For more information, visit www.ogilvy.com.

Contact: Mish Fletcher
Date: August 12, 2009
Office: New York