Red’s heavily-promoted MD, Alex Etgar, is likewise a work of fiction, with his last name a thinly-veiled anagram of the word ‘great’. The three-week digital campaign was developed by Singapore creative duo Renee Lim and Maurice Wee to drum up awareness of a major internal drive to bring client servicing back to the heart of the agency.
The agency has developed a book entitled ‘Read this and be great by Tuesday*’, which will be launched at Etgar’s alleged leaving party today. The book, authored by Ogilvy Advertising VP David Mayo (pictured) and Singapore planning director Gorse Jeffries, is being billed as the Ogilvy & Mather “client service charter”.
The campaign involves 19 offices around the region and includes a poster campaign inviting staff members to the launch of Red, which will take place simultaneously across Asia.
“It is designed to form the bedrock of the reinvigorated and refreshed agency approach, which puts account management firmly at the centre,” said Mayo. “The Alex Etgar launch campaign created a real-life situation that touched all Ogilvy employees, making everyone realise that being great is an achievable goal.”
“A phenomenal buzz was created within our network as employees watched first-hand how this ‘new kid on the block’ managed to go from a coordinator to an MD in just two weeks,” added Ogilvy co-chairman Tham Khai Meng.
