“Advertising is the work that is usually most visible and that we are most judged by. We will not be seen as a great creative agency, a great idea company, without great advertising”, Ogilvy Worldwide Chairman, Shelly Lazarus. .
It is easy to be successful when times are flush, but not so easy when times are tough. Despite the onset of a global recession, the spotlight has never shone more brightly on opportunities for Africa. .
The Africa network is not planning to downsize our commitment to clients and network partners. This is not to say that because our business is in developing markets, we will not be affected by the global crisis. .
Potential cuts in foreign grants and loans, which constitute about 40% of some of our national budgets, drops in remittances from emigrant workers, price drops on commodity exports, declines in export-led production and employment, and the inevitable suspensions of some government programmes and projects in the coming years, will have their impact. .
We will need to change fast, but stay on course and adopt the best possible course in quality delivery, while remaining frugal, professional and valuable. .
Importantly, we have gained clarity and experience that will guide us and our partner clients through the tough times ahead. We will accomplish this when we join our imaginations and creative skills to our common purpose of delivering a well-organised and successful Ogilvy Africa network. .
“Advertising is the work that is usually most visible and that we are most judged by. We will not be seen as a great creative agency, a great idea company, without great advertising”, Ogilvy Worldwide Chairman, Shelly Lazarus. .
It is easy to be successful when times are flush, but not so easy when times are tough. Despite the onset of a global recession, the spotlight has never shone more brightly on opportunities for Africa. .
The Africa network is not planning to downsize our commitment to clients and network partners. This is not to say that because our business is in developing markets, we will not be affected by the global crisis. .
Potential cuts in foreign grants and loans, which constitute about 40% of some of our national budgets, drops in remittances from emigrant workers, price drops on commodity exports, declines in export-led production and employment, and the inevitable suspensions of some government programmes and projects in the coming years, will have their impact. .
We will need to change fast, but stay on course and adopt the best possible course in quality delivery, while remaining frugal, professional and valuable. .
Importantly, we have gained clarity and experience that will guide us and our partner clients through the tough times ahead. We will accomplish this when we join our imaginations and creative skills to our common purpose of delivering a well-organised and successful Ogilvy Africa network. .
Great work is the obvious route. Our work is what speaks beyond our voices. It is why clients come to us. While we will continue to compete on price, we will focus on making the work better and providing superior service. The associated benefits of this approach include more opportunities, higher rewards, greater trust, stable relationships and new business. .
There is phenomenal enthusiasm across our network of country agencies and the huge pool of talent that we engage for our clients. Based on this partnership, I have no doubt that the best work is yet to come. .
Our challenges may be new, but the fact that clients will continue to desire good work and service, but may just buy less, remains. It would be tragic to strip out quality from the service mix. We will continue to articulate and work tirelessly at two primary inter-locking platforms: quality of work and value of service. .
These foundations of our success will be underpinned by the following:
● Creativity. Staying number one is our major headache. We want to build ideas people love enough to make their own. .
● Effectiveneness. We will continue to measure the effectiveness of our work. And so will our clients.
● Insights. Illuminating local, regional and international thinking, which helps great work. .
● Channel. Neutral and innovative thinking/solutions, which transcend television, radio, print, cinema and outdoor. Embrace the new digital media channels..
●Client Service. Will draw the line between good and great relationships..
● Training. Our people will continue to be our key assets. We want our network to be the place where the best ideas-people want to work and grow..
● Pride. We will not be judged on how much our clients like us, but on how good the work is..
● Money. Strike a balance between smart business and financial management. Pay our suppliers on time and build quality reciprocal relationships in our markets. .
This best-foot-forward approach will help us not only to increase our market share, but guide us to create ideas that will connect with people and impact their behaviour in a relevant, interesting and useful way. .
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