Ideas

Will the difficult circumstances of the last year eject us back into travel mode, or will we emerge cautiously and tentatively?

Customer loyalty marketing is big business. But do loyalty programs actually make customers more loyal?

Authenticity, connection and value are the keys to keeping the relationship between people and tech mutually beneficial.

The explosion of remote connectivity has led to enhanced engagement between doctors and the pharmaceutical industry.

Super Bowl 55 saw brands try to toe the lines between entertainment, authenticity, earnestness and humor.

How evolutionary psychology can provide practitioners with a framework to plan, create and design ads.

While we’re relying on our service providers more than ever, a lack of love for the sector remains.

As the need for mental health support services continues to grow, providers have pivoted quickly to telehealth options.

Ogilvy Health CEO Kate Cronin on the pandemic's impact on healthcare brands, the future of wellness, and more.

Holiday ads in this unique year brought visions of the ghosts of holiday past, present and yet to come.

How China's digital-born brands operate, disrupt established brands and win loyal consumers by storm.

Sustainability is increasingly a priority for consumers, and social is fertile territory for brands to contribute to the cause in credible ways.

Dive into how we got here, what you can do with C-Commerce, how to deliver next-level C-Commerce.

As we all work hard to be resilient and adapt to the realities of a pandemic, organizations have an opportunity to support this pursuit.

As people continue to spend more time at home and online, live video enables brands to maintain connection to their audiences through interaction and…

Trust, talent, and cultural differences are top priorities for companies looking to expand their reach globally, writes Chris Reitermann.

Every brand can grow through wellness. The Wellness Gap report explores what consumers need, and what brands need to do better.

Now is the time for healthcare providers and payers to move from consumerism and retail to a loyalty mindset.

Gen Z might not be growing up in a picture-perfect world, but that’s helped shaped the generation's uniqueness.

The future of big data's impact in healthcare is large and looming, and it will be here sooner than you think.

Leadership and a cohesive vision are crucial to determining whether your company is digitally determined or digitally distraught.

The solution for brands' Covid woes lies in a simple change of focus: from how to sell more to how to service more.

Events have long been the lifeblood of pretty much every business sector on the planet. The perfect synergy of actions, attendees, and participants has…

As sports return, marketers must take lessons from how the sports world adjusted during the lockdown.

Providing psychological and physical safety should be the minimum standard for preparing employees to return their workplaces.

Successful CRM means happier customers, and happier customers leads to brand loyalty.

The pandemic has put financial institutions and brands in a leadership position, whether they want it or not.

Pour one out to the ancient gods of our industry. Let's recognize what we've lost this year, but also what we've learned.

Rory Sutherland and LinkedIn's The B2B Institute investigate the biases and misconceptions that cause us all to undervalue B2B marketing. 

Just because you're a digital-first DTC brand doesn't mean you can't and shouldn't market on the tube. 

Are we looking at a permanent future with no mass gatherings? Likely not. But we’d be naïve to think that anything will truly go back to the way it was…

The changed brought on by Covid-19 are no marketing nightmare, but instead a reality of changing assumptions and behaviors that brands have to deal…

How a brand sounds doesn’t merely deserve the level of attention and detail given to visual branding. It demands it.

A brand taking a stance, speaking up, and acting on justice is about doing both the right thing and the necessary thing.

A six part series by Ogilvy's team in Denver covers the opportunities that abound for brands amidst this time of massive change.

The following is a memo sent from Ogilvy USA Leadership to all USA staff on June 18, 2020.

We have compiled a list of anti-racism resources that can be used to help build a more just and equal world.

The collection, storage, and search for digital assets and information is changed forever with the deployment of Artificial Intelligence at scale.

Edward Kim, Global Principal, Commerce Strategy and Solutions at Ogilvy Consulting explores how to evolve revenue diversity to meet consumers’ needs,…

What does the future hold for Amazon as it becomes even more of a needed service rather than a place we go for the things we love?

There’s another way to be meaningful to the currently burgeoning TV audience: providing something they can actually use.

Healthcare, pickup and delivery, and streaming entertainment are some of the areas people are flocking to on mobile during the coronavirus pandemic. …

It is imperative that leaders rise to this occasion and steer their organizations in the right direction, not just for now but well into the future.

Brands wondering what to say during the COVID-19 crisis should instead ask themselves first what they’re doing.

A guideline for thinking about how your customer experience will change in the face of COVID-19.

The Ogilvy UK People Team and Ogilvy Consulting Behavioral Science Practice's guide to effective remote working.

Renata Mittnacht and Carly Gibson lay out the best practices brands should follow on social media throughout this challenging time.

As social media has matured, the voice of corporate leaders have become integral to brand communications.

As marketers and communicators in a time of crisis, we can control how we communicate both internally and externally.

A solid design system is key to any digital product if you want to ensure efficiency and consistency over time.

Delivering a meaningful, relatable story that resonates with all stakeholders proves challenging for high science brands.

Every year, major themes emerge from the ads that air during the Super Bowl. Here are five takeaways we had from this year's Big Game.

For those managing and measuring a multichannel customer experience, considering an expanded definition of a design system can alleviate some major…

In the "post-truth" age, brands have to mobilize consumers by focusing not on what the company does or how it does it, but why it does it.

CES 2020 proved that it's time that every company focus on finding its digital business model—if it’s not already too late.

Five marketplace trends to keep an eye on if you’re planning or considering a TV campaign in 2020.

Staying focused and keeping things simple allows you to define specific goals and KPIs to drive meaningful impact.

If your business doesn't deliver on the needs of the connected consumer, rest assured someone else will.

Why designers must build better and more human-centered experiences that are inclusive of all people.

How can brands set themselves apart in a digital atmosphere with such little or no direct interaction with their customers?

How to ensure your marketing doesn't lead shoppers into the wrong hands...your competitors'.

The three main characteristics defining this disruption-fraught operating environment are ubiquitous data, unlimited connectivity, and massive…

Shelly Lazarus, Chairman Emeritus of Ogilvy, speaks with INTA Bulletin on the importance and global reach of brands in the digital age.

Many economies are already experiencing the huge spending power of the elderly. Asia will be no different.

Sustainable enough is not good enough. By grounding sustainability efforts into their core, brands can begin to help make the world better faster.

Fixing the weak links in how we measure personality to make better use of behavioural science in marketing.

As internets around the world become more closed off, actions preventing the continued erosion of this vital global tool must emerge. 

Amid the opportunities and constraints of the automation economy, brands need to think about how they can better the human experience.

Advertising may have contributed to the digital over-dependence many people experience today, but David Reichman says the industry can now be the…

In this fractured, fast-as-the-speed-of-an-algorithm environment, it’s fair to ask: To Brand or Not To Brand?

You don’t have to ditch the spirit or feel of your brand when striving for more actionable creative. You just have to be smart about how you…

Addressable TV is the opportunity to serve your ad into specific households. Here’s our take on making the most of your addressable campaign.

A Q&A with Nadja Bellan-White, Chief Cleint Officer, EMEA, recently honored by UK FTSE and leading African-American lifestyle and business…

Lifted by hot money, the rising practice of 'influencer marketing' is doing unkind things to the meaning of the word. Real influence can only be earned…

A deep dive into this year's Cannes Lions festival shows an advertising industry in transition.

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As the dust settles on the recent environmental protests, activists would do well to consider three key behavior change principles.

Consumers make most of their buying decisions quickly and unconsciously. So the focus should be on designing communications which rely on mental…

How a direct-to-consumer campaign for stroke awareness shows the effectiveness of establishing an emotional connection to the audience.

The major challenge that retail brands must reckon with is not physical versus digital. It’s cultural, writes Rune Sølvsteen.

Here are 5 often-overlooked questions Direct-to-Consumer brands planning for a direct-to-consumer TV or digital video initiative should consider.

Brands searching for a connection with audiences shouldn't just schmooze them with a moving image, but leave an idea burning inside them.

Often, the larger the business, the slower the speed getting from insight to execution. But the more more experience you have testing your thinking,…

Sara Smoler recaps both the Forbes Under 30 Women's Summit and the REALITY 30 Under 30 Women's Program, where the importance of diversity, social…

Taking ethical risks can hurt corporate reputation. Peter Hirsch on how the best way to guard against this is to identify risks before they do any…

Six psychological insights used by leading thinkers in the field of persuasion that people, brands and organizations can use in everyday encounters.

Nicholas Cocks ponders how the ad industry can prepare for a future in which advertising has given way to automation, nudging and surreptitious…

Sherina Florence, ECD of Ogilvy in New York, talks with Ogilvy.com about why creative teams made up of different perspectives are crucial. 

As online activity grows, so does the potential for both ‘black sheep’ and ‘herd mentality’ to proliferate.

Millennials are well-equipped to handle the mammoth issues before them as the most educated, most connected generation in American history.

It's valued at $1.5 billion and has a reach of 385 million people globally. So why are brands hesitant to join in?

Antonis Kocheilas, Global Leader, Brand Strategy, provides insights on the ads featured during the 2019 Super Bowl, an event where some argue that the…

In remembrance of Bill Phillips, Kenneth Roman recounts how Phillips helped New York City's nickname "The Big Apple" become iconic.

Read the full paper to find out which brands have used Instagram to not only take on entrenched competitors, but usurp them.

Rory Sutherland on why advertising needs to burst the efficiency bubble.

CES is all about the latest tech...which means big implications for brands and consumers. Here are our key takeaways. 

Bill McCabe offers three bonus digital strategies to help make the most of your TV campaign while giving your online marketing a boost.

As connected and smart devices reach ubiquity, brands have to consider how they are handling data privacy, security, and transparency.

Ritesh Patel and Pierre Robinet discussed the challenges facing pharma brands in the era of the connected, self-tracking consumer.

TV can generate great interest in your brand, but converting that interest into sales is where the real challenge lies.

For way too long, TV and digital marketers have separated themselves into two different worlds. But there is value in bridging the TV-to-online…

Peter Buell Hirsch examines why companies should care about their employees engaging in political speech in the office, and how they can manage it.

At Spikes Asia 2018, Kellogg’s Chief Commercial Officer Shekar Khosla and L’Oréal’s Singapore CMO, Viksita Menon talked about what it takes to be a…

In her speech at the Spikes Asia 2018, Aline Santos Head of Diversity & Inclusion at Unilever talks on how advertising in Asia needs to adapt to…

Many in the marketing industry today don’t really understand brands. Today, with more channels, more choice, more speed, more confusion — more noise…

The effect of artificial intelligence will be felt across multiple industries, and advertising is no different. From programmatic buying to e-commerce…

Ogilvy, Google and the UN Women’s Unstereotype Alliance came together to create an app to empower female professionals in the advertising industry.

Data, in the right hands, can be a force for good. A benefit to creating a message that resonates.

Scott Kronick, Ogilvy's Regional Leader of PR & Influence in Asia-Pacific, on the success of the 2010 Beijing Olympics and the future 2022 Winter…

There are four principles that can help organizations tackle the challenges to creating effective change management, says Peter Buell Hirsch.

'Cordless' explores the opportunities and pitfalls brought about by the destabilization of the once very tightly-defined television industry.

If brands don’t want their reputation trashed it’s important to be able to identify, differentiate and manage real and fake news.

A lot of businesses talk about purpose. But what does that actually mean, and how do brands achieve it while keeping their stakeholders happy?

To crack a creative block, David Bowie found another persona inside himself. Can marketers learn from the success of Ziggy Stardust?

Is AI a tool for creatives to utilize to do great work, or a threat to their very existence? 

Five ways technologies such as artificial intelligence and chatbots will fundamentally alter health & wellness, for everyone involved: providers,…

Why business executives can't leave data analytics to the specialists but need real mastery in order not to be blindsided by the increasing diverse and…

"7 Lessons from Established Online Video Viewers" demonstrates that a new way of thinking is required to reach the deeply established viewers.

As users want more targeted, quick, short-form content, Facebook is adapting to keep users within its ecosystem. A look at some of the most-talked-…

At the most recent Campaign Underground summit, a line-up of advertisers and scientists explored the unconscious bias of brands.

What is it about sports that makes its fans so passionate? And is there anything brands can take away from sports fandom?

Corporate image campaigns come and go, but influencer engagement must be a continuous commitment to be effective.

At the recent IBM THINK event, the company revealed its latest “5 In 5”, the five innovations that will change our lives within five years.

The demise of brands has been greatly exaggerated, writes David Fowler. Brands are an existential reference point with enormous monetary value. They…

For Velocity markets to enjoy the full benefits of future development, they will need to find new solutions to many challenges.

We break down Mobile World Congress 2018 into 4 key takeaways, including the promise of 5G speeds and the implications of an AI-powered world. 

The GDPR comes into force with far-reaching implications for companies. The journey to compliance may be painful for many, but it represents a golden…

It is crucial that the advertising industry dispel myths around what sort of candidate is suited to what sort of work, and foster diverse talent.

Here are five proven principles to help brands craft winning integrated and customised campaigns.

A distinctly Chinese sensibility is now emerging in brand storytelling, thanks to increased confidence on the part of marketers to make a statement and…

Surely it's time for the term 'emerging markets' to be replaced by a descriptor that better reflects these economies today.

Talking about diversity is insufficient, movie star Thandie Newton said during a panel on inclusion at Cannes Lions. 

The 2018 edition of Mary Meeker's Internet Trends report includes significant focus on eCommerce, mobile, and more. Here are our top 10 takeaways.

Longevity offers a boost for healthcare providers, insurers, technology firms and companies that can help humans live longer, more productive lives. …

For your brand to be successful you need to understand what people want and then ensure they get it in the manner they expect. Easier said than done.…

The future is still bright for big brands, provided they provide value and make our lives more simple. That is, as long as they take a more evidence-…

Great brands understand there can be no compromise or easy shortcuts. A brand lives or dies by its reputation.

What the story of a famous hotel chain tells us about the importance of brands.

So how do you get better ideas out of your creative team?  David Fowler shares a few things that push their buttons.

Author of Ogilvy on Advertising in the Digital Age, the spiritual follow up to David's famous book, Miles Young offers 13 predictions for the future of…

Mobile apps will continue to play a major role in our fully-connected future, just not in the way we've come to expect.

Eye-tracking technology has numerous applications, from entertainment to market research to assistive disability technologies and medical diagnoses and…

Ajinkya Pawar discusses how the changing advertising landscape has forced agencies to change their business models, and why the successful agency of…

The postulated benefits of purpose are irresistible: the flexibility to enter and create new markets; the engagement and retention of top talent;…

Virtual Reality comes closest to recreating true human experience, says Bottle Rocket CEO Calvin Carter.

When Ogilvy’s Worldwide Chairman and CEO John Seifert laid out his plan for Ogilvy’s “Next Chapter”, he made it clear that this was more than just a…

Ogilvy.com spoke with Creative Director Chris Rowson about the Type With Pride font project and carrying on the legacy of Gilbert Baker.

In "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the…

Amidst growing global economic uncertainty, a new Ogilvy report argues that 12 “velocity” countries — comprising more than half of the world’s…

"For Goodness' Sake" by Chris Houston (with Jordan Pinches) is about transforming businesses into “Purposeful Enterprises.”

Most companies need to rethink how they build and care for their brands. This Red Paper by Susan Machtiger and Jaime Prieto shows them how.

It has been challenging to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy…

Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But…

The big ideaL conveys the ethos of the brand or company to people from different cultures and to employees and consumers alike.

While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we have been…

How an understanding of the power of data can unlock hidden ROI in any organization.

An examination of the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level…