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Ogilvy readies new branding initiative

Ogilvy will undertake a global rebranding initiative in April called "Next Chapter." According to the company, its various division will be placed under a single Oglivy brand. This is intended to represent a change in its focus from individual marketing disciplines to client requirements and overall expertise.

As part of this initiative, the agency has made a number of staff changes. Following the promotion of Laurie Young to the position of CEO of Ogilvy Canada in January, the firm has now appointed Brian Murray to the position of chief creative officer. According to the company, this will be the firms time a CCO will have oversight of all marketing disciplines offered by the agency. Murray was most recently creative director at DS&P, Prior to that, he was a group creative director at Cundari. He has also been a copywriter at Publicis London, DraftFCB London and Lowe Roche. Ogilvy expects to add additional staff over the next several months.

"Ogilvy Canada has helped shape modern marketing through innovative, culturally relevant programs that tap into what people really care about to positively position brands, engage consumers and deliver results," said Young. “The agency's signature approach is rooted in our tradition of being both highly creative and highly effective. We help clients solve business challenges and increase performance. We've revised the CCO role so that Ogilvy may deliver exciting, creative, fully-integrated solutions fuelled by strong business knowledge."

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