On Friday February 01, 2013, Brian Fetherstonhaugh (Chairman & CEO of OgilvyOne Worldwide) presented this presentation to Ogilvy & Mather SA clients and partners as well as to local media, at the South African launch of OgilvyOne at the Johannesburg office.

2. We sell, or else.

3. 100 offices

5. unlock customer value

6. win more customers
make them more
valuable

7. Science
400 Strategists, 250 Data Analysts.
Mobile. Social. Marketing Automation.
Creativity
Creative directors dedicated to response. Leadership at Cannes,
the Direct Marketing Association Echos, and at the Effie awards.
Love
David Ogilvy said from the beginning "direct response is my first love
and secret weapon." And the 4,350 RM professionals at OgilvyOne
carry on the passion today.

8. Recent Recognition
19
Shackleton 10
Proximity 9
Wunderman 4
Rapp Collins 3
DMA Echo Awards in 2012: 19 wins including Echo Governors’ Award for Strategic Innovation

9. Leader in Customer Engagement
“Customer Engagement Agencies focus on
defining customer-oriented business
strategies. They help clients maximize
customer profitability and optimize
customer experiences by applying data and
analytics to every interaction.”
November, 2012
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments.
Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

10. Leader in Customer Engagement
The Forrester Wave : ™
Customer Engagement
Agencies, Q4 2012,
Forrester Research, Inc.
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores,
weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

11. SEARCH SOCIAL MOBILE
WHAT’S HOT (AND IMPORTANT)
PERFORMANCE E COMMERCE CONTENT
MARKETING
DATA

14. “Marketing which explicitly leverages
the consumer’s social networks to create
deeper bonds and greater relationship value.”

16. #1: MARKETPLACE EVIDENCE
“Global CMO’s #2 Concern”
#OgilvyOneSA

17. 20,000 stores
2-5% commission
40% more
conversion
#OgilvyOneSA

18. #2: THE CUSTOMER
605 ZAR 18,465 ZAR
“Brand switcher” Repeat purchaser
301 ZAR 232 ZAR
Low social media “Mummy blogger”
influence with 1,500 followers
Unwilling to Willing to co-create
collaborate with Brands
Linda Jennifer #OgilvyOneSA

19. # 3 : O G I LV Y G L O B A L
S O C I A L L O Y A LT Y S T U D Y
#OgilvyOneSA

20. # 3 : O G I LV Y G L O B A L
S O C I A L L O Y A LT Y S T U D Y
Country Category
USA Airlines
UK
Banking
Germany
France Cars
Brazil Face Care
China IT Solutions
India
Male Grooming
Indonesia
Telecom
Mexico
TV’s #OgilvyOneSA
South Africa

21. S O C I A L LY A C T I V E = H I G H E R L O Y A LT Y
+42 % RANGE FROM
TOTAL AVERAGE +0-105 %
#OgilvyOneSA

22. T H E S O C I A L L I F T E F F E C T O N L O Y A LT Y
U.S. U.K.
Cars (+55%) Airlines (+85%)
China India
Male (+90%) TV’s (+70%)
Grooming
Grooming
Grooming
Grooming
#OgilvyOneSA

23. THE SOCIAL LIFT EFFECT : SA
BEER +34%
CARS + 17%
SOFT DRINKS + 46%
FAST FOOD + 20%
FINANCIAL + 17%
HAIR CARE + 61%
#OgilvyOneSA

25. H A C K AT H O N P R O C E S S
CONCEPT PROTOTYPE PILOT
50X 6X 3X
CO-LOCATE MVP
MULTI-
DISCIPLINED
TEAM
#OgilvyOneSA

26. PA R T I C I PA N T M A R K E T I N G
#OgilvyOneSA

27. IBM : LEVERAGE EXPERTS
TO DRIVE SOCIAL OUTREACH
+ @
LISTEN TRAIN ENGAGE
$$
CONVERT
CREATE CONTENT
#OgilvyOneSA

28. MAKE YOUR EXPERTS EVEN
MORE INFLUENTIAL
@bunnyzz increased # followers from 30 to 6,000
after social engagement training and promotion support

29. AMPLIFY YOUR EVENTS WITH SOCIAL
#OgilvyOneSA

30. LISTEN FIRST, THEN CREATE
Demand
Search Post-Play Create Tagging and
Distribution Generation
Insights Interaction Content Optimizing
Results

31. #OgilvyOneSA

32. #OgilvyOneSA

33. #OgilvyOneSA

34. #OgilvyOneSA

35. BRITISH AIRWAYS “WHO’S WITH ME?”
#OgilvyOneSA

36. #OgilvyOneSA

37. Nestlé China : Mothers & Infant Nutrition : The Sisterhood
#OgilvyOneSA

38. #OgilvyOneSA

39. GRAACC “DONATE YOUR FAME”
#OgilvyOneSA

40. FIVE THINGS TO DO IN SIXTY DAYS
1. CREATE A SOCIAL BUSINESS STRATEGY
2. ASSESS YOUR TOTAL CUSTOMER VALUE
3. MAP YOUR CUSTOMER JOURNEY
4. TRY A HACK-A-THON
5. DO AT LEAST ONE PILOT WITH A/B TEST
#OgilvyOneSA