Index hide1 The announcement of Ogilvy occurs at a time when a significant advertising spend estimate has been established, as revealed by the Advertising Expenditure Forecasts.2 within Mexico, great estimated growth in investment in advertising through key media such as digital, movie theaters and outdoor advertising.3 Figures posted by latin ad They place Mexico in the second position of investment in advertising within Latin America.
The announcement of Ogilvy occurs at a time when a significant advertising spend estimate has been established, as revealed by the Advertising Expenditure Forecasts.
within Mexico, great estimated growth in investment in advertising through key media such as digital, movie theaters and outdoor advertising.
Figures posted by latin ad They place Mexico in the second position of investment in advertising within Latin America.
Ogilvy has new creative leadership and the agency’s operations add a new internal episode, which will undoubtedly define the communication challenge facing brands and the industry in general, by naming its new Global CEO.
Under this approach, a very interesting challenge is revealed that we cannot ignore and that is how the messages escalate before the consumer, in the hands of managers who have found in this announcement a unique opportunity to redefine the creative exercises they use to communicate their marks.
Given the new trends, the metrics have also been refocused with studies What “Barriers to Representative Advertising” where the creative impact of inclusion in advertising is measured.
Within this document, very interesting reactions to creative inclusion are revealed, for example, a 65 percent of creatives consulted consider representative or inclusive campaigns to be inauthentic; the 51 percent of professionals say that these are too political campaigns and a 44 percent recognizes that they generate a negative perception when activated.
With these new challenges in advertising, where there is no longer talk of stereotypes but of misuse of inclusive campaigns, it is clear that there has been progress in the industry and in this progress it is important to see the changes that are implemented operationally, because in function of these changes is how new activities are established in the market with, for example, the direction they assume in agencies such as Ogilvy.
The new age of Devika Bulchandani
The extalent of McCann Devika Bulchandani is the new CEO global of Ogilvy and its arrival occurs with the best cover letters in creativity, such as being an accomplice in iconic campaigns such as Fearless Girl and memorable pieces like “True Name” for master card.
In her creative commitment, the work carried out by Devika does not disappoint and on the contrary, she patents the most valuable resource in communication, which is assuming the direction of an agency and revealing the strategy behind it.
An important point that he revealed is that he will take the history of the agency, to start with his business plan, thus ensuring that the work of the agency will integrate the clients into the projects, so that from this closeness he will be betting for the creativity to dictate the new goals of the company, something expected of the agency, considering that it is its main asset.
It is important to know of the arrival of bulchandani a Ogilvysince the industry recently reported the departure of Wendy ClarkWhat CEO global of Dentsu International.