Ogilvy & Mather Creates Online Video Division
Marketing communications giant Ogilvy & Mather has jumped into the digital video space by formally launching a specialty video area, the Advanced Video Practice. The company has been developing the unit for the past two years.
During that time, Ogilvy & Mather has been creating interactive video experiences for clients such as IBM, Nestle, and DuPont. Specialty areas for the new division include digital influence, search optimization, search marketing, creative, content strategy, and social selling. The video practice is led by Robert John Davis, who joined Ogilvy in 2008.
The practice recognizes the power of YouTube for video marketing; it lists the creation and implementation of global and regional YouTube strategies for IBM, Raisinets, Purina, and DuPont among its achievements. It will also focus on producing, distributing, and measuring online video across a range of platforms.
"The industry thus far has taken a 'build it and they will come' approach," says Davis. "The reality is, the marketplace is much more advanced than that. It is not just 'TV 2.0' - a new way to get TV programs online. This is a vibrant, interactive engagement medium that goes beyond watching videos to engaging with videos. As advanced video opportunities continue to grow across mobile and device-oriented experiences, maximizing this channel is vital for a brand's success. Video is too important to treat as an add-on to TV or web marketing efforts."