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