INTERNATIONAL: New Ogilvy service fosters relations between offices

NEW YORK: Hoping to ease communication between companies’ international offices, Ogilvy has developed Global.comm, a new global communications model.

NEW YORK: Hoping to ease communication between companies’ international offices, Ogilvy has developed Global.comm, a new global communications model.

NEW YORK: Hoping to ease communication between companies’

international offices, Ogilvy has developed Global.comm, a new global

communications model.



The service, which can be used by companies employing agencies other

than Ogilvy, boasts three distinct phases: discovery, during which the

company’s communications infrastructure is analyzed; delivery, which

suggests and then implements changes in the communications model; and

results, where the campaign’s impact is measured and adjusted.



’What makes Global.comm unique is that we can customize the network for

the client,’ said Rob Shimmin, MD at Ogilvy’s Brussels outpost. ’Once a

problem is identified, an agency can be replaced without changing the

entire network.’



Shimmin pointed to NCR, an international consultancy, as a good example

of Global.comm in action. NCR is using the service to create a global

network of agencies in 25 countries by the end of the year. ’We wanted

an integrated network and the best possible PR agency in each country,’

said Anthony Sprauve, NCR’s assistant VP of PR. ’Ogilvy gave us that

flexibility.’



Europay International, the European counterpart of Mastercard, has

changed its agency in Sweden following the shift to Global.comm. ’We

don’t have to accept a weaker agency or keep one that falls behind in

service to get Ogilvy’s network management,’ said Richard Tischler,

Europay senior manager of corporate communication.



Global.comm also offers G.Tools, software that creates an intranet for

communication between the agencies. ’G.Tools provides a center where

information can be shared, budgets can be managed and the progress of PR

agencies can be measured,’ said John Quick, a SVP in Ogilvy’s NY

office.



G.Tools and other Ogilvy reports provide detailed information on the

results of the network’s PR efforts.



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