Date:22/02/2006 URL: http://www.thehindubusinessline.com/2006/02/22/stories/2006022203400800.htm

Back Ogilvy's online media division re-christened Neo@OgilvyOne

Ajita Shashidhar

Mumbai , Feb. 21

OGILVYONE'S recently created online media buying and planning division, Neo, will now be called Neo@OgilvyOne globally.

The agency has a new logo, said Ms Renuka Jaypal, President, OgilvyOne India. "Ogilvy wants to be at the forefront of digital solutions and through Neo@OgilvyOne, we want to offer complete end-to-end solutions on the digital platform, from creatives to strategic planning to buying."

This launch has led to the break-up of mOne, a 50:50 joint venture with Group M. As far as the client break-up between the two companies is concerned, Ms Jaypal said, "All those clients, who are hardcore Ogilvy clients and are digitally focused, have moved to Neo."

"While the global clients include companies such as IBM, Cisco and Amex, in India, we have SBI, WorldSpace and Nokia," she added.

Ms Jaypal said that the agency is not only planning to beef up its staff strength, but is also heavily committed to impart digital training to its employees. "Since the supply of digitally trained people is not enough, we have taken freshers who have an interest in the medium."

Neo will also see the integration of the creative and media planning team. "It is very difficult to separate creative from media on the digital platform. If they don't co-ordinate, one would get less than optimum solutions."

Ms Jaypal said that though the spends on digital advertising comprise just two-three per cent of the total advertising spends of a brand, they are growing by almost 100 per cent. "Our approach has been to give our clients exposure and we are asking them to try it out."

She said that while IT and financial product companies are the highest spenders in this category, the other category, which is showing interest, is the pharma and healthcare sector. "In fact, the FMCG sector is also beginning to show interest in the digital medium and they are doing it as part of a 360-degree approach to their main campaign. For instance, we had created a blog on Cadbury's `Pappoo pass ho gaya' campaign, in which Pappoo shared his experiences as a common man, how he was getting jitters to propose to his girl and how he finally did it. We also created a platform for people to share their experience about their first date, as by doing so, they were interacting with the brand."

"The moment there is an opportunity for a dialogue, there is an opportunity for digital media," added Ms Jaypal.