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OgilvyOne shuffle a watershed for mail

Friday, 30 March 2012
By Print 21 Online Article

Direct marketing agency, OgilvyOne, has introduced a new management structure and business strategy that aims to cut through the growing ocean of data and return to a more ‘humanity’-based approach which, according to its new managing partners, could be a boon to the direct mail channel.

Under the new structure, the direct marketing arm of advertising agency, Ogilvy, will focus less on the myriad digital channels available for DM material, and more at the precise needs of individual clients, a move that could see renewed interest in direct mail.

“I think [mail’s] got a great place, and the place is where it fits with the customer needs,” says OgilvyOne’s managing partner, Michelle Holland (pictured right). “There’s still the ability for direct mail to come through, it’s got that tactile thing that people like. When we look at customer journeys, direct mail still has such a strong offering there.”

Rather than contribute to the growing volume of data flooding into digital and online marketing channels, the new-look OgilvyOne will work with digital partners such as DTDigital, and Social@Ogilvy to analyse existing data and determine the best channel selection for its clients.

“With the data explosion, there’s so much data and insights that can be derived, and coupled with automation and IT…what we’re seeing is there is also a myriad of channel clients, its getting increasingly hard for our clients and other clients in the market to make the right decisions,” says the agency’s managing partner, Sally Kissane (pictured left).

With former Shift creative director, Rob Morrison, on board to focus purely on the creative side of things, the agency hopes to return to the basics of the DM craft and let the channel decisions be made on a case-by-case basis.

“With this customer-centric planning model, we enable our clients to select the right channel,” says Kissane. “The right channels become more evident.”

With the volume of digital marketing messaging such as email and social in the marketplace now, Holland believes that, in many cases, the ‘right’ choice for the best cut-through can often be direct mail.

“The inbox is full but the mailbox is wide open. When you have the opportunity to surprise and delight a customer with something in direct mail, we’re seeing direct responses,” says Holland.

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