Awards case study: The traits of an award-winning marketing communications agency

Find out how OgilvyOne Business achieved an 80% client retention rate and why industry involvement, employee advocacy and charity work play such a big part at the award-winning agency

About

In May 2014, dnx, Ogilvy Primary Contact and OgilvyOne’s B2B specialists came together to create OgilvyOne dnx, a single agency with the skills and experience needed to help B2B clients operate on a global stage. It was then renamed OgilvyOne Business in October 2015.

For OgilvyOne Business, 2015-2016 was all about the power of one. One agency, one philosophy, one team. During the year, it helped over 30 clients solve their most pressing marketing challenges with customer-inspired solutions and creativity. Its campaigns for clients such as EY, UPS, IBM and NICE are typical of its year’s work.

  • UPS - People thought of UPS as just a delivery service. OgilvyOne Business repositioned them as United Problem Solvers, helped them move into the SME market and increase their market share. 
  • NICE - 'NICE holistic surveillance' = 33% DM response rate / 80 direct mailers.
  • Deltek - 'What if?' = 4 new business opportunities / 820 asset downloads / multi-million pound pipeline built.
  • IBM - #Maketheteam = Wimbledon without IBM is unthinkable. For 2015, OgilvyOneBusiness challenged users to see if they could capture match data as fast as IBM’s experts.
  • Barco - 'Clickshare' = 360% increase in website visits / YouTube views up 1000% / Sales targets surpassed by 15%.

Business wins

  • Iron Mountain
  • Bmax
  • SoftwareONE
  • Inmarsat
  • Dow Corning
  • Barco
  • EY
  • Cisco
  • Philips
  • Ashurst LLP.

Industry involvement

  • Senior staff members have spoken at InsuranceAge and FS Forum events.
  • Rob Blackie, director of social product, hosted a webinar on 'How to drive social leads from events'.
  • Co-hosted a financial services forum on digital futures.
  • Hosted a roundtable and Twitter chat on digital transformation.
  • Joint-MD Domi Pettifar won the B2B Room 101 debate at BMC Converge corporate memberships.

Achievements

Most awarded agency at the 2015 B2B Marketing Awards and shortlisted for The Drum Agency of the Year in December 2015. Named a leader in Gartner's 2014 Magic Quadrant for Global Digital Marketing Agencies.

Keeping everyone informed

  • Curious you - First day orientation for new joiners at Sea Containers.
  • Newbies breakfast - A full English with the CEO.
  • Monday morning quickie - The weekly news update from the management team.
  • The loop - The monthly OgilvyOne get-together.
  • Free food Friday - Now in its seventh year, a monthly lunch and presentation session.
  • Value awards-  A new set of annual awards presented to staff members.
  • The trolley - Once a month, a trolley laden with sweets and cakes.
  • 5 o’clock suds - The last Friday of each month ends with a few beers.

Training

The company prefers to train its own staff rather than make external hires.

  • IPA certificates all round - All account handlers and project managers have completed the IPA Commercial Acumen course.
  • Pace, stretch and accelerate courses - Pace (50hrs) to develop aspiring leaders, Stretch (51hrs) to build leadership qualities and capabilities, and Accelerate (26hrs) the complete management toolkit. 15 course attendees this year.
  • AMP and Dunk - Monthly knowledge-sharing for creative and client services respectively.
  • Lunch ‘n’ Learn - Lunchtime lectures on everything from MA to animation.
  • Adopt-a-country - SAM George Tysoe is currently taking part in this unique two-year training program which pairs 30 Ogilvy managers across EMEA with a buddy from another office. They visit each other’s offices, work together and meet off-site three times a year.

Giving back

With 'generous' as a company value, helping others is part of our culture.

  • Beating MS - Raised funds for Alex Green, a former OgilvyOne Business’er, to visit Moscow to receive stem cell treatment to cure his MS. So far, the news is very promising.
  • Many Ogilvy hands - Since 2011, Many Ogilvy Hands has been building secondary schools in Uganda. OgilvyOne Business Business Director Neil Hawke has been part of the project.
  • Women@Ogilvy - In addition to the Women@ogilvy mentoring scheme, the company holds regular events. Speakers include Jo Ouvry, director of corporate affairs at Deloitte, and consultant Claire Enders.

B2B Marketing Awards 2016

This case study was submitted as part of the judging process for the B2B Marketing Awards 2016. It won B2B marketing communications agency of the year: OgilvyOne Business.

See the winners

B2B marketing communications agency of the year: OgilvyOne Business