Updated at 3:03 p.m., Friday, January 5, 2007
Ogilvy adds brand activation to Honolulu office
Advertiser Staff
The Ogilvy Group, an advertising agency, said Honolulu will be one of six offices in its North America region where it will locate its new brand activation service, OgilvyAction.The company said the new unit will "become the global authority in transforming consumer behavior along the path to purchase and ultimately helping clients win in what OgilvyAction calls "The Last Mile."
"In today's cluttered and competitive world, marketers need to find new ways to connect their brands to the real lives of their consumers and the business needs of their trade customers," said Rick Roth, chief executive officer of OgilvyAction, in a news release.
"With studies showing that nearly 70 percent of purchase decisions are made near or in the store, OgilvyAction plans to reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase."
The service will have more than 1,000 employees in 36 countries and will provide promotional, shopper and trade marketing, experiential, sports and entertainment marketing, digital and retail design services.
Other North American offices for OgilvyAction will be located in New York, Chicago, Atlanta, Stamford, Connecticut and Toronto.
