By Augustine Holguine
Last week the group visited several agencies,and we learned how communication works in non- profit and government agencies. This week the focus is how advertising, public relations, and multinational corporations communicate and create. Today we visited two advertising/ public relations agencies Ogilvy and Saatchi & Saatchi, who are known for their creativity, campaigns and bold statements.
We visited Ogilvy first, and Anne Maes the head of public relations at Ogilvy gave a great presentation on the different departments and the how their approach for creating an successful campaign. Mrs. Maes spoke about Ogilvy’s approach to the big ideal, which consist of using the cultural tension and conflict tension of their audience. She showed us the Dove real women commercial as an example how their big ideal works. Their main message in the Dove campaign is that women don’t need to be perfect in order to be pretty (conflict tension). The cultural conflict is most women believe that being the ‘perfect’ size, makes them pretty. In essence Dove found the solution by celebrating inner beauty.
Ogilvy is divided into 4 sectors: advertising, public relations, Ogilvly One and Ogilvy Redworks. Ogilvy One deals with email and direct marketing. Ogilvy Redworks is the design and production sector that handles broadcast, digital and traditional production. The Ogilvy agency believes in greatness and challenges, which helps them to be more creative.
Yves Van Landeghen, the CEO of Saatchi & Saatchi, gave an energetic presentation about the company. The company has 3 disciplines:
* Account handling which deals with sales and client relationships.
* The creative sector handles the ideas for ads, public relations, and PR stunts.
* Strategy which is the overall planning and relevance across all things creative.
Mr. Van Landeghen showed us different ads and campaigns from various European countries. Most of the campaigns and ads were funny with subliminal messages, but I believe that all of the campaigns, except for the beer commercial that did not make the cut were creative. Saatchi and Saatchi knows that there are cultural marketing problems so they use 4 archetypes : introversion, extroversion, tradition, and individual during their creation process. These 4 archetypes reminds me of Hofstede’s cultural dimensions. According to Mr. Van Landeghen he believes that, ” Strategy is universal and execution can be adapted.” The presentation was energetic, colorful, and gave me insight about the advertising world. All of the information we learned today will be helpful for our capstone course this fall. I am a fan of all forms of creativity and despite Jef I. Richards quote, advertising is art. Strategic art.
“Creative without strategy is called ‘art.’ Creative with strategy is called advertising.”
– Jef I. Richards