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June 11, 2018

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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. Last year, Ogilvy won 350 pieces of new business—including Mondelez in the U.K. and Australia and British Airways— according to consulting firm R3’s creative agencies new business league table. But it also lost American Express, an account it had held for more than 50 years, to Mcgarrybowen. “Losing American Express was a blow to the cultural heart of the company,” said R3 co-founder and principal Greg Paull, but he adds that Ogilvy’s ability to think and act globally on anchor clients such as IBM, Nestle and Kimberly Clark demonstrates how it’s “one of the few networks that really works.” What’s needed now, according to Mr. Paull, is a big new business win or case study to demonstrate how its restructuring has been a success. Write to Lara O’Reilly at lara.oreilly@wsj.com Using Design Thinking to Fight Gender Bias in the Workplace Design thinking — a human-centered, collaborative, and iterative approach to solving problems — can help organizations reduce the impact of implicit gender bias in the workplace. By employing the experiences and perspectives of real people, design thinking can help business leaders identify and address barriers in the hiring, retention, and advancement of women. Please note: The Wall Street Journal News Department was not involved in the creation of the content above. Ad Agency Ogilvy Rebrands and Restructures to Simplify Its Offering The WPP agency is doing away with its sub-brands and has a redesigned logo An error has occurred, please try again later.