CANNES, France, June 16 /PRNewswire/ --
Ogilvy Worldwide today introduced four themes -- Dada, Data, Alpha and Beta -- to rally the marketing communications industry as it reinvents itself in the digitally-driven world.
During a seminar at the Cannes Lions 2008 Advertising Festival, which featured hot creative work from around the globe, Jan Leth, Vice Chairman, Global Digital Creative, Ogilvy Worldwide and Jean-Philippe Maheu, Chief Digital Officer, Ogilvy North America, called for both marketers and agencies to rethink the way they conduct business.
Dada
Dadaism was an art rebellion, a backlash against the status quo, a breaking free of constraints and conventions. It stood for unexpected juxtaposition, combinations of incongruous elements that tried to say something entirely new.
"Not only was Dadaism the first mash-up art form, it was characterized by collaboration across different disciplines and represented the ultimate in lateral thinking. What could be a more perfect metaphor for the revolution occurring in our industry today?" Jan Leth asked.
Data
Data surround us. It is used to segment audiences, construct media plans, set context, increase relevance and measure results and ROI. Data provides the basis for better marketing science, while giving people the ability to engage in new forms of storytelling that are participatory and dynamic.
Speaking about Data, Jan Leth said, "It is no longer purely the domain of the consulting and analytics department. It's imperative that creatives explore ways to integrate dynamic and participatory data into storytelling."
Alpha
Digital alpha dogs are those mavens who spread opinion like wildfire through the blogosphere. Alpha dogs are the people who care about brands. They are the early adopters and the influencers. Through word-of-mouth, conversational marketing and user-generated content, they are becoming the most trusted source of information behind friends and family.*
"Now, more than ever, it's critical to engage the Alphas, your loyal fans and advocates. Reach the people who count, don't count the people you reach," commented Jean-Philippe Maheu.
Beta
Innovations in digital technology are accelerating. Consumers have numerous choices and are setting the agenda more than ever. Marketers and agencies need to constantly experiment in this new world that is 'perpetual beta.'
"The days when we had the luxury of spending six months refining a marketing program to perfection are long gone. Today's world of 'perpetual beta' demands a different approach to our work: we must develop and launch our campaigns faster, and then learn and adjust. Innovation with an efficient feedback loop is key," remarked Jean-Philippe Maheu.
*Source: eMarketer Bridge Ratings and University of Massachusetts 2007 Trusted Sources of information according to US Consumers, 1997 and 2007.
Notes to editors:
The "Dada, Data, Alpha Beta" seminar was held at 5pm at the Debussy Theater in the Palais des Festivals at Cannes Lions 2008, the 55th International Advertising Festival.
Jan Leth
Vice Chairman, Global Digital Creative
Ogilvy Worldwide
Since joining Ogilvy in 1996, Jan has steered the agency's highly regarded digital creative, helping Ogilvy to win more awards in the interactive category than any other agency. These include the Cannes Cyber Lions Grand Prix, the LIAA Grand Prix and the Clio Grand Prix. He has overseen creative development for a long list of blue-chip clients, including Allstate, American Express, TD AMERITRADE, Cisco, Dove, Fanta, IBM, Kodak, Kraft, Sprite and Yahoo!. Jan has served on virtually every creative jury in the world and currently serves on the Board of Directors of The One Club.
Jean-Philippe Maheu
Chief Digital Officer
Ogilvy North America
Jean-Philippe is responsible for digital growth and innovation at Ogilvy North America. He leads digital strategy for clients such as Dove, IBM and Time Warner Cable. He is also responsible for recruiting and nurturing the best talent and strategic partners across the spectrum of the digital landscape, including mobile marketing, video, gaming, digital media, search and social media. Jean-Philippe is the former chief executive officer of Razorfish, a leading web professional services firm and played a critical role in growing the company from US$1 million in revenue to more than US$250 million.
Ogilvy Worldwide
Ogilvy Worldwide (www.ogilvy.com), a subsidiary of WPP Group plc (Nasdaq: WPPGY), is one of the largest marketing communications networks in the world, with 450+ offices in 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion, and related services. The agency services Fortune Global 500 companies including American Express, BAT, BP, Cisco, Coke, DHL, DuPont, Ford, Gillette, GSK, IBM, Johnson & Johnson, Kimberly Clark, Kodak, Kraft, Lenovo, Mattel, Motorola, Nestle, SAP, Unilever, and Yahoo!. As Brand Stewards, the agency works to leverage the brands of its multinational clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity. The hallmark of the agency's brand-building capabilities is 360 Degree Brand Stewardship(R), a holistic look at communications, using what is necessary from each discipline to build a brand.
Web site: http://www.ogilvy.com
