Lucie Směšná, Account Director at Ogilvy, presented within Marketing & Media how creative positioning can be used to start a culture change and significantly help to increase acquisition on the example of the concept Certainly for Raiffeisenbank.
The article can be found at the link here.
With its owner and moderator Tomáš Pohl, he talked about the (un)fairness of advertising tenders, the main added value of Ogilvy on the market of advertising and communication agencies, the role and importance of creativity in business, and how the historical legacy of David Ogilvy is being honored in the agency's activities.
You can find the podcast episode here.
"I am very happy that Michal and Ondřej accepted my offer and became part of the newly emerging creative studio in Ogilvy. Their energy, enthusiasm and the unconventional way of creative thinking with which they approach solving client briefs is what makes them stand out in our creative community. Moreover, they are great personalities whose egos don't get in the way of their work, and I'm all the happier to welcome them to our team and look forward to the campaigns we'll create together," says Mike Martin, Ogilvy's Chief Creative Officer.
In the interview, she explains her experience from working in different parts of the world, such as working in the Middle East and South Africa, the leadership style she promotes and how she overcomes imposter syndrome. She also mentions a regional programme called #xCHANGERS, which involves young talent in the leadership of the agency. Among other things, it aims to inspire individual markets to introduce their own initiatives as part of a collaborative strategy to make listening to young colleagues part of Ogilvy's operations.
Guests of the discussion will be: Veronika Brázdilová, Vice President for Corporate Customers at Vodafone ČR, Ilona Mančíková, Partner at Sotheby's International Realty ČR, and Martina Hynková Vrbová, moderator and author of the book I Live Without Children.
More details about the event can be found here.
The podcast interviews the winners of previous years and discusses with them what winning the competition has brought them and what opportunities it has opened up in their careers. Jakub talks about his childhood career dreams, his career beginnings, winning Young Lions and his experiences working for Ogilvy offices in New York and Belgium.
You can find the podcast episode full of inspiration not only for young contestants here.
For marketers, this means it's a good time to think about brand positioning, whether it really reflects real, changed customer needs. The article goes on to look at the right goal-setting in terms of brand or sales support, ESG as a growth engine, or using the full range of emotions in brand communications and their effect on business.
The full article can be found here.
Mike Martin joins the jury alongside Julie Dovlatova from VML, Lluis Rotger from VCCP, Martina Bechyňová from Liftago and other renowned professionals from the advertising and communications industry. Together they will sit down to evaluate the campaigns from April 16 to 18 at the WPP Campus in Bubenská.
More information about the announced juries can be found here.
"The key to success in the age of information obesity is to communicate your story in a way that is digestible to your target audience. It's important to give it the right context and human dimension. You can't bore people with facts, you have to evoke an emotion. The ability to convey a message through a compelling story is key in today's world," says Dita Stejskalová, Business Director & Partner at Ogilvy, in an interview for the Femme Palette mentoring platform.