‘We had fragmented our brand’: Ogilvy CEO John Seifert on ‘refounding’ the agency

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Earlier this year, Ogilvy Worldwide CEO John Seifert announced that the agency would be undergoing a “refounding,” which he dubbed its “next chapter.”

“We want to go back to what we think differentiates us, which is creativity that builds brands,” he says. “We had followed the trends of the industry. We had fragmented our brand. We had created too many extensions of our brand that had lost clarity and focus of what we stood for as a total company.”

Continue reading at AdAge.com

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