Ogilvy launches retail activation shop
Ogilvy New Zealand has launched a local office for the network’s world-leading shopper marketing and retail activation agency, OgilvyAction. In its first month, the business has already won the New Zealand Pork account in a competitive five-way pitch (agencies not disclosed).
The work will entail an integrated partnership focused on driving purchase behaviour through a journey of digital awareness, engaging in‐store communications, promotions and demonstrations.
Ogilvy executive director, Paul Manning, established OgilvyAction New Zealand in December 2011, formally launching this month. Wendy Ballard will lead the new operation, taking up the position of business director – OgilvyAction NZ.
Says Manning: “OgilvyAction will build on our capabilities to influence shoppers in the retail environment, where purchase decisions are made. We call this ‘owning the last mile’.”
The New Zealand office opens its doors with 18 staff, a mix of existing Ogilvy talent and new recruits. The business will have offices in Auckland and Wellington. It will also draw on the extensive resources of the Ogilvy network, locally and globally.
OgilvyAction will take over all specialist trade marketing and retail activation work for Ogilvy’s existing clients, including liquor giant, Pernod Ricard New Zealand.
Ogilvy New Zealand is also affiliated with Hypermedia the country’s largest specialist in‐store media company; Demoworks, New Zealand’s foremost sampling and demonstrations company and Infield, the group’s nationwide logistics, field marketing and merchandising operation.
“This represents a huge local commitment to the field of shopper marketing and activation, in response to rapidly growing demand here”, added Manning.
OgilvyAction is the shopper marketing and activation arm of the Ogilvy network and is the largest specialist network of its kind in the world. With the addition of OgilvyAction New Zealand, the group will have 84 offices in 62 countries around the world.
3 Comments
Good spelling
In my iPhone Inbox this afternoon (and presumably everyone else’s in NZ Adland):
Stoppress: Ogilvy adds to retail arse.
Arse? Yes really. Arse. That’s what it said.
So I click on it thinking Ogilvy have finally admited they’re at the arse-end of the busines, to find…oh! They used the word ARESENAL. Silly PR people didn’t think of that one, I bet.
Ah. The truth outs in the end though. Retail. The arse of the business. Even the kings of retail think so and go on record saying so.
My arse, that was a funny old email.
Yeah, fuck retail. You don’t need to actually *sell* stuff to make money, just make massive brand masturbation tv ads and sell the awards to pay rent etc.
Ass.