Ogilvy Advertising, Bruxelles
- Boulevard de l?Impératrice 13 Keizerinlaan
- Bruxelles 1000
- Belgium
- Phone: 02 545 65 00
- Country Phone Code: 32
- Website: www.ogilvy.be
Philosophy & Competitive Advantages
It?s common for agencies to talk about the superiority of their
"creative product". Which is the last thing we want to do, simply
because it?s the last thing we actually do.
Ogilvy & Mather believes the basis of all good communication to be
planning or strategic thinking. Beautifully designed work with no
real thinking is like an inferior Hollywood remake of a wonderful
European film. It costs money, but says nothing and is ultimately
pointless.
We hold that all the most memorable advertising is not really based
on a "creative" idea, but on a unique consumer insight, or put
another way, careful strategic thinking. So before we put marker
to paper or finger to keyboard, we talk about the brand, its
competition, its problems and the opportunities.
Then together with our clients we seek to formulate a sound,
differentiating strategy. We abhor the myth that surrounds the
word "creative", but we prize inventive thinking and welcome fresh
ideas, no matter where they originate. The notion that only
"creative" people can contribute ideas is not only arrogant, but
untrue.
Everyone in our agency is encouraged to think differently. As
indeed are our clients. Much as we hate "creativity", so we
treasure "craft". Writers who write well, art directors who see well,
designers who design well, media planners and account directors
who communicate with people not just the bottom line.