OgilvyOne Worldwide | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||020 3193 3000|
|Main Fax||207 345 3888|
OgilvyOne Worldwide Contacts
|Sam W.||Chief Executive Officer||London|
Sample of Associated Brands
|Jo C.||Chief Executive Officer||London|
|Dickon L.||Client Partner||London|
|Brian J.||Chief Strategy Officer||London|
|Nelly A.||Executive Vice President, International Development||London|
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Q2 Campaigns Imminent: BT, EE complete direct review, gear up for top spending period
Subject: Digital, Outdoor Experiential, Sponsorship, Online, Social, TV.
Company: EE Limited, is a telecommunications service provider. The company operates in over 170 countries around the world.
Opportunity: Following a Wunderman is likely to win BT and EE's direct marketing business.
The pitch put the expected winner against AnalogFolk are still competing for the digital content brief.
Currently on the creative side, retained Group M to its combined £160m media account but with a newly formed team between Maxus and MEC agencies called Team Connect. Based in Maxus' East London office, the 60-strong team should be active by now.
All of these shifts followed the merger of EE and BT and several months on our vulnerable accounts list.
Sellers should engage ahead of Q2, one of EE's and BT Group's biggest spending periods. If you miss it, don't worry because Q3 is the other. Digital, sponsorship, TV and outdoor continue to see higher spending. EE doubled digital spending this year, while BT increased by nearly £7m.
Media Spend: BT spent £8.4m on outdoor ads during the first half of the year with broadband ads making up £3.2m of this. The brand spent £77.5m across all pillars during H1 2016, with TV, press and direct mail making up the majority. BT spent £163m all year in 2015, with £96m in in the second half.
EE spent £14m during the first half of 2016, with £3.3m on TV, £.9m in outdoor and £2.6m in press. EE spent £29m in 2015 with £14m in the back half of the year.
Competitors: BT has faced heavy competition from rival Vodafone in regards to its faster broadband service, so retaining customers is key as market share is easy to lose in the highly competitive market.
Digital Breakdown: According to Pathmatics, BT has spent £15m on digital so far this year, securing 1.4bn impressions.
This is up from 2015, when BT spent £9.8m during the same period.
This year's activity had peaks in Q2 and Q4, as expected, with the majority of monthly spend going towards desktop ads.
Spend share favoured direct publishers, while impressions were largely from DSPs and ad networks, as you can see in the charts.
Google's DSP and ad network, Xaxis and Rocket Fuel were the main indirect sources.
Top destinations were youtube.com, ebay.co.uk and businessinsider.com.
EE spent £13m on digital so far this year, securing 1.4m impressions.
This was more than double its budget last year, which peaked at £4.9m during the same time frame.
The majority of spend went towards desktop in Q2 and Q3 this year, with direct taking up 70% of spend share.
However, Ad networks Google, Amazon and Advertising.com made up 48% of impressions, trading desk Xaxis made up 21% and DSPs RadiumOne and DoubleClick made up 19%.
Direct publishers only made up 11% of impressions share.
Top sites for EE were techradar.com, youtube.com and ebay.co.uk.
81 Newgate Street,
London EC1A 7AJ England
020 7356 5000
Mr Zaid Al-Qassab
Chief Brand and Marketing Officer, BT Group
Mr Dan Ramsay
Consumer Marketing Director