O&M flags Red Card as new guerrilla unit

<p>SINGAPORE: As media fragmentation gathers pace, Ogilvy & Mather </p><p>(O&M) is launching Red Card - a pan-Asian guerilla marketing company </p><p>based in Singapore. </p><p><BR><BR> </p><p>David Mayo, previously O&M regional account director on Tricon </p><p>Restaurants, will head the business as director. </p><p><BR><BR> </p><p>He said Red Card will use Research International to measure the </p><p>effectiveness of Red Card's work. </p><p><BR><BR> </p><p>The idea for the business was partly inspired by the success of </p><p>Blueberry Frog, a youth marketing company, which is based in Amsterdam, </p><p>and works with European clients such as Motorola. </p><p><BR><BR> </p><p>Coincidentally, Motorola is an O&M Singapore client and Red Card's first </p><p>account win, according to Mayo. </p><p><BR><BR> </p><p>Red Card will help Motorola reach the youth market, particularly young </p><p>opinion leaders, using alternative mediums such as street marketing, </p><p>ambient media, sponsorships and events. </p><p><BR><BR> </p><p>Mayo said media fragmentation means marketers need to have a greater </p><p>marketing mix and because consumers are paying less attention to </p><p>mainstream advertising - as they are bombarded with a plethora of ad </p><p>messages in today's cluttered environment - it is important to use </p><p>alternative mediums. </p><p><BR><BR> </p><p>He said Red Card is looking to deliver results against relatively small </p><p>amounts of marketing dollars. </p><p><BR><BR> </p><p>"We're not asking clients to move their entire marketing budgets out of </p><p>conventional media channels; rather we're offering them the chance to </p><p>amplify their core messages through less conventional channels." </p><p><BR><BR> </p><p>Mayo said the name had been chosen because in soccer a red card is given </p><p>for overly aggressive behaviour. Red is also Ogilvy's corporate colour. </p><p><BR><BR> </p>