Ogilvy has long held to three pillars in its public-affairs practice: advocacy for policies and social causes; reputation building; and crisis management. The work of constructing and maintaining all three pillars has changed dramatically in recent years.

Largely that's been due to social media, which can give but also take away on a global level, instantly. This translates to a great opportunity for clients, but also leads to great risks. A corporation or a government must realise that its issues, achievements and crises are no longer confined to individual markets. Clients must begin to anticipate issues globally. 

Moeller also gives an under-the-hood look at how Ogilvy maps influencers and focuses on preparation to help its clients meet these challenges.

He also discusses the importance of Asia-Pacific for his clients. Increasingly, Asia is where global corporations are placing their bets, not only because the economic potential here can mitigate the poor performance of the other regions, but also because Asia is a center of innovation in its own right.