The enterprise work will focus on b-to-b communications and outreach to the trade media for the commercial transportation industry, according to Kendra Ensor, VP of consumer marketing at the company. For example, it will highlight new product initiatives, such as the Rand McNally IntelliRoute TND, a GPS specifically for trucking. On the consumer front, Ogilvy is helping the company with the launch of Boredom Breakers, a line of interactive products to occupy the entire family during car travel.
“With the economy heading south, we saw in the past, if gas prices didn't get too high, people would likely return to car travel,” said Ensor. “With more people this summer jumping into cars, here's something to help the time pass.”
For educators the focus will be on the digital products for schools as well as a new payment service that will make products available to individual buyers.
The firm will also help to build on the social media activity, such as the travel blog and Facebook page, that are already in place.
“[The goal] is to align their effort to make sure that their social media initiatives are really working for them, and to leverage the content they have,” said Jim Heininger, EVP in the Ogilvy Chicago office and the lead on the account. Heininger worked with Rand McNally in the early 90s when he was at Ketchum. “Their biggest opportunity [is to] leverage that great brand and make it relevant in people's lives and work settings.”
Ogilvy was selected following a four-month search that began with an RFP in the first quarter and was eventually narrowed to three firms, Ensor said. Ogilvy began work began in late June.