SINGAPORE: Ogilvy & Mather has set up Ogilvy Action in a move to
build up a leadership position in the region's promotional marketing
business.
Ogilvy Action unites O&M's disparate businesses such as Ogilvy
Promotional Campaigns (sales promotion), Ogilvy Events (event
management), Ogilvy Outreach (field marketing) and Maxx Marketing
(premium management).
Mike Murphy, chief executive of new networks at O&M in addition to
holding the same position at Enterprise IG, said clients were spending
more money on promotions.
He said "tough times" have prompted clients to look for quicker
investment returns, making sales promotion an ideal tool since it can
generate immediate results. Murphy is negotiating the purchase of two
other companies. "We're interested in point of sale companies and
businesses involved in TV entertainment and sponsorship in terms of
product placement, celebrity endorsements and so on."
