Ogilvy Launches Cross Cultural Marketing Practice

OgilvyCULTURE prepares clients for "The New General Market."

NEW YORK, NY, July 18, 2011 – To help its clients and employees prepare for the “new general market,” Ogilvy & Mather has launched OgilvyCULTURE, a new strategic services practice focused on providing insights, strategy, and consulting services to clients as part of a multi-disciplinary communications offering.

Since announcing the development of this practice last November, OgilvyCULTURE has been tapped by clients such as Kodak, IKEA and British Airways to develop strategic initiatives and communications programs that enable clients to communicate across different cultures with more informed targeting, ideas and execution.

“Our job as an agency is to help our clients anticipate and prepare for new ways to market to an ever changing consumer population,” noted John Seifert, Chairman and CEO of Ogilvy & Mather North America. “OgilvyCULTURE is one of a number of new practices that we have created to deliver marketing solutions that meet growing client needs at a time of great change and innovation.”

The practice is being led by marketing strategist Jeffrey Bowman, who explained that “Cross cultural marketing is a discipline where we explore values and beliefs of distinct cultures to help translate how brands form connecting tissues with these groups to cross-connect in a meaningful, personal way.”

To better understand this important new marketplace, OgilvyCULTURE will host the first-ever Cross Cultural Marketing Conference on July 18th. Speakers will discuss the evolving consumer landscape and share insights on how media, demographics, consumer behavior and other trends offer new ways for marketers to reach a broader audience. OgilvyCULTURE will also unveil the findings of its “Cross Cultural Report.”

OgilvyCULTURE aligns a number of new capabilities the agency has developed as part of its commitment to building a diverse and inclusive workforce, which has led to a series of strategic partnerships. OgilvyCULTURE includes broad representation from Ogilvy’s Professional Networks which include Black Diaspora, LatinRed, RedLotus, OgilvyPride, Doonya, Young Professionals, Working Parents, Women’s Leadership, and Administrative Professionals groups. The practice offers a full range of services including marketing strategy, creative strategy, digital strategy, CRM and analytics.


About Ogilvy & Mather
Ogilvy & Mather 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; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing and digital production. 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 WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.

Contact: Toni Lee
Date: July 18, 2011
Office: New York