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
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
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
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
G.Tools and other Ogilvy reports provide detailed information on the
results of the network’s PR efforts.