O&M flags Red Card as new guerrilla unit

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.

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