OgilvyOne Launches “Re:Direct”

NEW YORK, NY, October 19, 2009 – As the Direct Marketing Association (DMA) meets in San Diego, CA, this week to look at the future of the direct marketing industry, OgilvyOne Worldwide is reactivating the principles of David Ogilvy to bring creativity back to the direct response marketplace.

Using the tools and techniques that have made direct marketing the hardest working discipline in the marketing tool-box, OgilvyOne is introducing “re:direct,” a movement to reinvent direct marketing in today’s digital age and reassert creativity at its core.

“When David Ogilvy first started talking about direct marketing decades ago, it was the ‘future of marketing’,” noted Mat Zucker, Executive Creative Director of OgilvyOne, New York. “Today it is still the future. We are reinterpreting what that future is with digital and creativity at the heart of our movement.”

Starting with a blog “re:direct” (redirect.ogilvy.com) and in new work for clients, the agency is focusing a sharp lens on what defines creativity in the direct space and what good looks like. The blog is one of several vehicles that the agency will utilize to demonstrate how digital strategies enable not only greater ways to improve results and response, but to do it with ideas and innovation.

According to Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, “Direct marketing has always been a great source of innovation. We need to keep innovating so that the industry's future is even brighter than its past.”

redirect, jagtag, dmaDemonstrating this in practice, Ogilvy is running a new print-to-mobile experience powered by JAGTAG‘s 2D barcode technology. Using the camera on their mobile devices, users can snap a photo of the JAGTAG 2D barcode featured in print ads and send it to 524824 for exclusive video content – in this case, a video of David Ogilvy extolling direct marketing as his “secret weapon” and telling DMA participants that now is a great time to be in the direct response industry. (Click here to watch the video.)

JAGTAG enables users to request and instantly receive this video content on their mobile devices, without having to download an application. Ogilvy recently leveraged JAGTAG’s technology as part of its new Yahoo! campaign launch.

OgilvyOne will be introducing its “re:direct” movement during the DMA 2009 Conference in San Diego on Tuesday, October 20, at a hosted cocktail reception from 4-6pm at the Hilton Bayfront Hotel, San Diego.

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

About OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 130 offices in 50 countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. The roster of clients is equally balanced between global clients including American Express, Cisco, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in our local markets. OgilvyOne Worldwide is a unit of The Ogilvy Group, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups.

Contact: Mish Fletcher
Date: October 19, 2009
Office: New York