was launched in India around three years ago. This division of Ogilvy was mainly active in markets such as India and South Asia. But now, Ogilvy plans to take it to its other markets in 36 countries. In the process, it has rebranded it as OgilvyAction.
With the rechristening, Ogilvy also wants to focus on last-mile communication. This is because today, more and more brandowners are realising the need to communicate with the consumer at the last mile, as this is where the consumer makes his final purchase decision.
The rebranded unit plans to offer a wide spectrum of services such as shopper and trade marketing, experiential marketing, digital, retail design and sports & entertainment marketing.
It will also use its proprietary tool, Last Mile Analytics, to drive sales and brand equity for local and global clients.
Rick Roth, CEO of 141 Worldwide, a WPP Company, will oversee all activation business at OgilvyAction as its worldwide CEO.
While OgilvyAction is headquartered in New York, in India, it will operate out of six cities, Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Chennai.
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