O&M Launches Marketing Transformation Consulting Arm OgilvyRED

Ogilvy & Mather has announced the launch of OgilvyRED, a new consulting arm that brings together senior strategic specialists to consult on marketing transformation for brands in Asia Pacific. 

Jerry Smith has been appointed Chairman of OgilvyRED Asia Pacific, a dual role he will maintain alongside his position as President & CEO for OgilvyOne Worldwide in the region. Commenting on the launch of OgilvyRED, Smith said: “Now more than ever, our clients are in need of answers to help them drive growth through innovation and change. OgilvyRED in North America and Europe has already been enormously successful in helping our clients drive the marketing transformation they need for the long-term. So it’s an exciting time to roll out this capability for the brands we work with here in Asia”.

OgilvyRED will be led by Lucy McCabe, who has been appointed President for Asia Pacific. Commenting on the launch, McCabe said: “Our clients are facing bigger challenges and asking tougher questions than ever before. Technology has driven real change in consumer behaviour in an ever more fragmented marketing environment. CMO’s know that they need to drive transformation and innovation and have big ambitions, but there is a very real gap in organisational ability to design and orchestrate that change. This is where we step in - to help them design, quantify, and execute with a measurable ROI”.

The new consulting arm launches in the region across more than 10 countries, and with six specialist practices, each led by an expert in their field. They include Brand Strategy, Customer Strategy, eCommerce, Influencer Strategy, Data & Marketing Analytics, and Marketing Technology. 

Paul Heath, Chairman & CEO of O&M in Asia Pacific commented: “Brands clearly need specialist advice when it comes to emerging areas such as e-commerce and technology. This typically doesn’t come from a traditional agency approach with a communications brief. With OgilvyRED sitting at the heart of the O&M Group, it gives us a unique ability to bring together strategic and executional capabilities unlike other consulting firms in the market”.