MERCADEO Versión en español
John Seifert from O&M: A change is necessary in the way agencies operate
Manuela Walfenzao| 15 de septiembre de 2016
Seifert es el nuevo chairman de la agencia
John Seifert assumed his position as Global CEO of Ogilvy & Mather at the start of 2016 and this month he was appointed Chairman. He will be the last person in the post who has worked with all previous eight Chairmen of the company, including Founder, David Ogilvy. The executive is one of the most loyal employees in the industry, with 37 years in the agency. The veteran states that building brands has become more challenging and requires a change in the way agencies operate and that is why a change in the way agencies operate is required. “Every single one of our clients is asking for the same thing – make it easier to do business with you, make sure you have the talent and skills for the modern marketing world, and be quick” he says. “Clients don’t want to pay us less, in truth – but they do want to pay us fairly for what value we create.” His strategy will generate internal changes in the network rationalizing the number of O&M subsidiary brands. “I think we have one brand and that’s Ogilvy. Over time, we have created lots of different entities that have Ogilvy in their name. But in a world that has got so complicated and so fragmented, I’m not sure that all those different entities signal to the market the brand promise of Ogilvy” Seifert explains. His first step will be to focus entirely on simplifying the offer and on digital transformation. “We’re still working on what the right brand naming is in the modern marketing world but I know it will be different from what it is today” he added.
