President, Global Consumer Marketing and CCO,
Ogilvy Public Relations E-mail
Our global Consumer Marketing practice focuses on strengthening the consumer relevancy of some of the world’s best-known household brands. From the kitchen cabinet to the medicine cabinet, we cover the full range of consumer products—consumer packaged goods, travel and tourism, retail, consumer health and nutrition, fashion, beauty, food, beverage and consumer technology.
Today, more than ever, clients rely on us to infuse their brands with credibility and bring them to life in new and engaging ways. We use a wide array of channels to build brands—online and offline. From traditional media relations to digital influence, from media events to house parties, from celebrity outreach to key expert influencers. Our work runs the gamut to influence consumer purchases before they step foot in the store to integrating the product into consumers lives, and beyond that turning consumer enthusiasts into brand activists spreading word of mouth.
Sometimes 'news' is inherent in a brand or product. Other times we need to create news. Either way, we work with our clients to anchor brands in relevant trends, and surround and inform our target in meaningful ways. For Ford, we leveraged consumers' drive to be green to promote the Fusion Hybrid, for our Unilever portfolio of food brands we tap into consumers desire for easy and healthy meal solutions at home as everyone returns to the kitchen and for LG ,we are making life better with increased connectivity that lets us do more, faster, wherever we are.
Consumers today want to have a relationship with the brands to which they are loyal. They are more curious, resourceful and scrutinizing than ever before. Consumers want brands to help them lead better, healthier and more fulfilling lives. They want brands that 'get them.' One size does not fit all when talking to the various generations – Gen X, Gen Y, Millennials and Young Boomers. We engage with consumers in various life stages.
Ultimately, we believe that the best consumer PR programs drive talk-a-bility…getting consumers to think and talk about a client’s brand in new ways.
But, whether working online or offline, Consumers are more discerning than ever before.
We pride ourselves on thinking first like brand marketers, then applying that thinking to the PR channel in all its expanded glory to achieve the following:
• Repeated editorial coverage whether that's via traditional journalism or 'citizen journalism'
• Engaging and unexpected experiences within their daily lives
• 'Endorsements' from trusted messengers
• 'Reasons to believe' that will turn them into ambassadors for our clients' brands
Collaboration is at the heart of all we do. With and without our clients present, we easily work with other agency partners to develop ideas and programs that meet client’s business objectives. We call this 360 Degree Brand Stewardship—working as part of an overall marketing communications team to ensure that PR is fully integrated.