This campaign showed that Ogilvy gets integration by splitting the ad into four.
Each bit appeared in one specialist publication: Campaign (ATL),
PR Week,
Revolution (digital)
and Marketing (BTL).
Clients who ‘get’ integration (and read all four titles) could reassemble the message
and go to the campaign’s website.
Each object related to a piece of content that showed Ogilvy's idea of integration.
One of them was a video we put together to explain Ogilvy's new strategic tool: the Big Ideal.
The Bigger Picture
Ogilvy Group asked me to come up with a self-promotional campaign to run in trade magazines for the communications and marketing sector (Campaign, PR Week, etc.).
My idea was to literally break up the message between the different magazines. Clients that understand the value of their 360 approach to comms (and subscribe to these titles) could piece together the ad and visit ‘I’ve seen the Bigger Picture’, Ogilvy’s purpose-built website for this campaign.
Role |
CD, copywriter |
For |
Ogilvy Group |
Date |
2006 |
Type |
Group philosophy relaunch |