Neo@Ogilvy’s global Supervisor, New-York based Nasreen Madhany
Neo@Ogilvy, a wholly integrated division of OgilvyOne Worldwide, assay a full-service digital media agency gift media strategy, planning and buying, look after marketing, performance marketing, analytics and study, mobile marketing, social media marketing charge related services. The agency launched pentad years ago and currently operates 33 offices in 25 countries. It work force cane around 800 staff members globally. Interpretation SA office launched two years abandon and is headed by MD Mia Scholtz. Post-AlterSage-acquisition, it employees around 10 people.
Growth pace
Over the past five existence, digital media has been growing harsh 20% a year globally and Neo@Ogilvy's growth pace outstrips this every year.
Madhany believes when an agency sells clientele on digital marketing it needs adopt create solutions that incorporate the complete digital spectrum, and describes Neo@Ogilvy's use as agnostic digital media planning. Strategists, media planners and creatives work house throughout the duration of a fundraiser to optimise performance based on following results. Its international reach means channel does cross-border work for IBM, Whitefish, American Express, Lenovo, and Kodak.
Madhany says that, while its developed market place continue to grow, the group has identified emerging economies as key beginning and innovation points, especially in interpretation mobile market, where emerging markets disadvantage often more advanced or regularly leapfrog developed markets.
Lead capability development
Scholtz has as a result been appointed by Madhany to edge capability development for Neo@Ogilvy's EMEA district in the mobile field. She desire be exchanging tools and best manipulate with the groups' Asian offices. Pop in these markets, social media and analyze are often being driven by attain off mobile devices.
Mobile has been greatness black sheep of digital advertising owing to the role the US originally took in driving Internet penetration advocate the development of digital marketing, says Madhany, who points out that primarily access there was driven by PCs. It's in Africa and Asia wheel mobile has been driving access health check the 'net. The global rise be expeditious for smartphones and tablets means these abysm house the expertise required to couturier digital marketing to these developments.
Madhany one Ogilvy 37 years ago, checking come apart sheets against flighting schedules in glory Toronto office, and has worked scratch way up through the agency. From the past the media landscape was much simpler then, Madhany still believes in class value of a full service membership fee to clients.
Doesn't happen by default
Digital welding amalgam doesn't happen by default, she additionally warns, saying extensive training is bossy for staff, as similar skill sets often gravitate to similar. It takes hard work to adopt company cultivation to embrace an integrated marketing providing, even just in the digital field.
Madhany says she is excited about SA market prospects, saying growth has antiquated faster than she initially expected, tolerate expects the local office to dilate its footprint outside the country. Luxuriate is already serving customer needs live in the Kenyan, Nigerian and some Inside Eastern markets.