The Red Papers

The Ape, The Adman, and the Astronaut
by Tham Khai Meng
The Ape, The Adman, and the Astronaut



In The Ape, the Adman and the Astronaut: Rediscovering the power of storytelling, Ogilvy & Mather Worldwide Chief Creative Officer Tham Khai Meng posits that the way to move people is through telling a great story. In the advertising world, there’s forever been a struggle between the right brained and the left brained, the creative types and their reason-seeking counterparts. Despite longstanding evidence that humans are emotional and irrational creatures, creatives—the storytellers—have long been fighting for relevance. Khai says the battle has been won; the rise of social media has helped changed the landscape for good. People gravitate to great stories, and they share them with others. Thus, advertisers can’t look at storytelling as merely an option. It’s a must.

Click here to download the PDF | Click here to view on Slideshare

The Brand in the Boardroom
by Joanna Seddon
The Brand in the Boardroom



How much is your brand worth? How is it valued? How can you make it more valuable? These are questions tackled by our latest Red Paper, The Brand in the Boardroom. Written by Joanna Seddon, President of Global Brand Consulting at OgilvyRED, this paper looks into the history of Brand Valuation as a backdrop for showcasing a new methodology which can arm marketers with a strong financial rationale for their recommendations and budget requests, increasing both the influence and effectiveness of brand marketing.

The vision of Brand Valuation set forth in this paper can make a better case for investment in brand even as it links brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.

Click here to download the PDF | Click here to view on Slideshare

Learning to Read the River
by Dimitri Maex
redpaper



There are incredible volumes of data waiting to be explored by companies who see greater demand for their products and services through a better understanding of what their customers do, think and feel. The information they gather, but hardly use, could give them valuable insights into how and why their marketing succeeds and fails. Knowing that would pay off in a dramatic improvement in return on investment. Math Marketing, a tool Dimitri Maex helped invent, is the one asset that can extract highly valuable information from the stream of data every person generates every day.

Click here to download the PDF | Click here to view on Slideshare

Socialize the Enterprise
by John Bell
redpaper



Social media is not just a new channel or a few extra degrees in the 360° approach to marketing and communications. Social media is a fundamental shift in consumer behavior, and it requires marketers to change how they market, how they are organized and how they measure success. While brands from all across the globe have tested the waters of social media, they have tended to do so in disjointed feints that often end in failure. To achieve real business impact with social media brands and organizations must adopt a comprehensive strategic approach to integrating this new discipline. John Bell shows you how.

Click here to download the PDF | Click here to view on Slideshare

What's The big ideaL?
by Colin Mitchell and John Shaw

redpaper



Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies' resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.

Click here to download the PDF | Click here to view on Slideshare

Mainstream Green
by Graceann Bennett and Freya Williams

redpaper



Despite the best attempts by the green movement, mainstream acceptance of sustainability behaviors has remained elusive. Those most committed to the green movement have tried mightily to get the masses to see things their way, but Graceann Bennett and Freya Williams of OgilvyEarth suggest that things are upside-down and that the green movement needs to start seeing things through the eyes of the mass market. Original research commissioned for this Red Paper demands a radical shift in perspective if the green movement is going to stop alternately talking to itself and shouting at its detractors. The great middle offers the biggest opportunity to create the change the world so needs. They have good intentions when it comes to sustainable behaviors, but when it comes to action they get stymied. This report shows how to bridge that green gap.

Click here to download the PDF | Click here to view on Slideshare

From Cause to Change
by Bess Bezirgan, Tom Beall, Jennifer Wayman & Michael Briggs

Cause Change Book




Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what's good for individuals and good for society can also be good for business.

Click here to download the PDF | Click here to view on Slideshare