OgilvyOne Worldwide CEO Hails Digital Marketing

Applauds YouTube, likens search to Holy Grail

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Brian Fetherstonhaugh, the chairman and CEO of OgilvyOne Worldwide, gave a presentation at SES San Jose today titled "The Adaptive CMO: A New Paradigm for Digital Marketing."  In it, Fetherstonhaugh stressed that marketers do indeed need to get online.

Coverage of the SES San Jose conference continues at WebProNews Videos.  Stay with WebProNews for more notes and videos from the event this week.

Brian FetherstonhaughFetherstonhaugh said, "CMOs need a new platform.  We grew up with the four Ps of marketing: product, place, price, promotion. . . .  The evolution of marketing must move on, from product to experience.  From place to everyplace.  From price to exchange.  From promotion to evangelism."

As an example of this, he cited a video produced by Ogilvy Toronto for Dove.  Called "Evolution," it’s racked up over nine million views, and as Fetherstonhaugh observed, "cost zero dollars to market" and "helped cause Dove sales to increase by $500 million."

The tricky part was that Dove originally wanted to sue the makers of a parody clip, but came to see it as bringing the company free additional attention.

As for search, Fetherstonhaugh stated, "We were always searching for the Holy Grail in how we approach marketing.  I believe in many ways we have found it in search."

He then named five ways to move search up a CMO’s agenda.  First, don’t start by talking about search.  Talk about the customer’s journey, instead, and point out search’s role in it.  Similarly, step two is to equate search to research.

Next, rather than put down other forms of marketing, Fetherstonhaugh suggested illustrating how search can complement them.  Establish some efficient global practices, and finally finish things off by making your search initiatives feel fresh in addition to functional.

OgilvyOne Worldwide CEO Hails Digital Marketing
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  • Johnny

    It is ABSOLUTELY AMAZING that Madison Avenue has to be told in this day and age that they should be advertising on the Net!

    You hear many folks talk about how expensive search is these days, but it still is incredibly CHEAP compared to TV, Radio, Newspapers, Magazines, Direct Mail, etc….. Show me one that is cheaper than Internet Search.

    I’m also still flabbergasted by how many mainstream companies are still not advertising on the Net in any capacity. If you search some keywords the main players quite often are not even there. They are letting the hard working hustlers and small businesses eat their lunch and take their profits.

    I guess some folks wish the Net was never invented and could still do things the old way and stick mostly with TV commercials….LOL. They will go the way of the do do bird just as history has always shown us.

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