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Ad Agency Ogilvy Rebrands and Restructures to Simplify Its Offering

Ogilvy says its new identity and logo reference its founder David Ogilvy’s favorite typeface, Baskerville. Founded as Hewitt, Ogilvy, Benson & Mather in New York City in 1948 by the late David Ogilvy, the company had ballooned into a global network that encompasses an array of brands including Ogilvy Public Relations, its Ogilvy & Mather advertising agency and Social@Ogilvy. John Seifert, who joined Ogilvy & Mather’s Los Angeles in 1979 as a summer intern and rose to become Ogilvy’s group chief executive in 2016, describes the latest restructuring as a “re-founding” of the agency, which had “sort of grown into a mini-WPP” with the menu of agencies it had grown and acquired. Ogilvy began removing its U.S. sub-brands last year. “In my view, if we were going to stand apart we needed to clarify what the Ogilvy brand promise was, what its purpose was and we needed to greatly simplify the organization around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts,” Mr. Seifert said. The agency’s purpose is “making brands matter,” he added. The advertising agency sector is dealing with various headwinds, from clients cutting costs to concerns over ad-buying transparency to the rise of tech giants such as Facebook and Google. In reaction, WPP and other advertising agency holding companies have been moving to align their separate agencies to make their offerings more efficient and allow clients to handpick the talent they work with across their various units.

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