Credits Corporate Name of Client: Ogilvy Germany Agency Account Director: Delle Krause Agency: Ogilvy Frankfurt, Frankfurt Design Company: Ogilvy Frankfurt, Frankfurt Creative Directors: Helmut Meyer/Delle Krause Design Directors: Helmut Meyer/Thomas Knopf Copywriter: Various Ogilvy Employees Art Directors: Helmut Meyer/Thomas Knopf Photo Editors: Alexander Pfaff/Johanna Woetzel
Concept: Some of the topics covered in the magazine:
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The consumer is a cat!
The end of Sit! Fetch! Buy!
Why we need a new understanding of target audiences. The article by Chief Planning Officer, Ralph Poser, describes how "empowered" consumers decide for themselves when they'll engage with us. Like cats, they are more autononomous in their consumer, media and communication behaviour than ever before.
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Basic description of the project: How can an agency enhance its profile over and above the creative language table with a unique corporate magazine format? We developed the Ogilvy HowTo corporate magazine combining cutting edge magazine design and high quality editorial produced entirely by Ogilvy employees. As a corporate brochure, it follows in the footsteps of agency founder, David Ogilvy who started all his publications with the words "How to..."