Marketing development will lead to more investments in this field. TV advertising will not disappear, but the percentage of investment in media advertising in the total promotion budget will drop, Harding said.
“I think we are going to witness important growth in advertising, once technologies are developed. Clients are spending more, because they understand the role of [shopper] marketing, and because there are more and more ways to use marketing,” he added.
OgilvyAction has invested some €1 million to develop a set of marketing tools, by the name of Last Myle Analitics, meant to impact on the client’s decision to buy a product and on his attitude to a brand, according to OgilvyAction London’s Global Strategic Planner Director, Rafe Ring.
“Consumers are flooded daily with hundreds of messages, through all communication media available. It is essential to know which message goes directly to the target and the channel that reaches each consumer,” said OgilvyAction’s Manager.
Steve Harding, who manages 16 offices in Europe, Middle East and Africa, believes that Western markets are much more mature, in development as well as using marketing instruments. In Eastern Europe, the Romanian market has a growth pace that is unequalled by any other country in the region. “It is a more developed market than the one in Hungary,” he said.
In Romania, launching OgilvyAction involved renaming the agency known as 141 as OgilvyAction. 141 has been operational in Romania since 1997, as an subsidiary of the Bates group. Once Bates was acquired by WPP (owner of the Ogilvy network), Bates/141 became OgilvyAction.
Portfolio
The Romanian agency has worked with clients such as British American Tobacco, Unilever, Brau Union, Coca-Cola HBC, Sollers PPD (Diageo), and Orange. OgilvyAction is an international network with 49 offices in 40 countries.
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