Can you give us a brief overview of your structure and some of the clients you work with?
The operations of Ogilvy Spain, which encompass the offices in Madrid and Barcelona, have distinguished themselves over the last decade for two key things: our creativity and our absolute adaptability to the technological environment. We have been and continue to be very quick to take on new challenges, understand the evolving demands of our clients, and what is to be delivered.
We currently operate with more than a dozen dynamic departments, covering both traditional advertising functions and more disruptive specialities that have emerged in recent years and that are constantly growing within our agency.
In today’s landscape, where clients increasingly seek data-driven solutions and a high dose of innovation, the comprehensive structure of our offices positions us in a privileged place to meet these expectations regardless of the client and their sector. Campaigns like 'Con mucho acento' for Cruzcampo, 'Mi voz, mi voto' for the adELA Foundation, or ‘La Vida Es’ for Suchard, have placed Ogilvy Spain at the forefront of integrating technology and data into advertising, while maintaining our passion for big ideas.
'Con Much Acento' | Cruzcampo
Regarding our client portfolio, we are privileged to serve a diverse range of industries and sectors, both locally and internationally. We take special pride in our long-term relationships, especially with international clients, some of which have been with us for over 25 years. We believe that cultivating an atmosphere of trust and mutual respect allows us to create unique projects, and it reassures us of our continued commitment to deliver value to our clients.
'La Vida Es' | Suchard
How does your production team utilize social listening tools to understand audience sentiment, gather feedback, and adapt their strategies for improved engagement?
Our Content and Social Media team use social listening tools not only to tune into our client’s audience but also to adapt the comprehensive strategy we offer, ensuring real-time opportunities that can significantly amplify the reach and impact of each action.
Our tools extend beyond competitive analysis and trend discovery, enabling us to compare our performance with competitors and be at the forefront of industry changes. One of the aspects I highlight the most about social listening is its ability to prevent crises, keeping our focus on online conversations and identifying issues before they escalate. We use a panoramic approach to social listening tools, enriching our data from various sources, ensuring reactive and informed strategies further aligned with audience preferences.
And lastly, we cannot overlook the role of influencers and the value of having content creators who are very close to the target audience.
Ultimately, it’s about understanding the sentiment, using their language, and being able to leverage any trend. We can create content that speaks directly to the user at the exact right moment, engaging our audience in ways that are timely, relevant, and impactful. All this without forgetting the role of the creative and strategy teams.
What innovative approaches does your production team take in using new tech or AR/VR experiences to create unique and memorable interactions with your audience or clients?
Our production team recognizes the immense potential of VR technology as a potent tool for immersive storytelling, allowing us to create rich narrative environments that captivate our audience. AR on the other hand, enables us the opportunity to seamlessly merge digital content with real-world surroundings, transforming mundane settings into interactive playgrounds.
At Ogilvy Spain we have and still are conducting various tests with clients to explore the capabilities and potential applications of new technology. Nevertheless, it's important to acknowledge that while AR and VR hold great promise, they are still evolving and have yet to fully penetrate the advertising sector. The associated costs also present a significant barrier to widespread this adoption, though we anticipate this landscape to evolve sooner than later. To craft unique experiences for the final user, we are mostly integrating AI in our processes coupled with data to drive personalization. Tailoring content to individual preferences and behaviors, ensuring more relevant and impactful experiences, is a big focus for us.
How does the localization of content for different regions and cultural contexts factor into your media strategy, and what lessons can be learned from successful cross-cultural campaigns?
As I mentioned, managing to go beyond the superficial layer of information is one of our 'formulas' for connecting with audiences. It’s not only about tweaking the message. We need to consider the channel, the style, the tone, reaching from memes to tweets, trends on TikTok and so on. In the XXI century, it is no longer possible to think non-personalized communication is a viable option. All the strategies that we work with our clients are a mix of big ideas and assertive personalization.
To do this, our localization approach starts with thorough research and analysis of each target market, uncovering insights into cultural norms, linguistic nuances, consumer behavior, and media consumption habits. By understanding what makes each region "tick," we ensure that our actions come from a place of understanding, building trust and loyalty along the way.
Both the Madrid and Barcelona offices, in their essence, already live this combination of cultures, thoughts, and ideologies. We have more than 17 nationalities working day in and day out, sharing and interacting in the same space, a fact that makes us value those small intercultural "treasures" which usually appear in the form of insights or ideas. This keeps us awake, alert and at the same time, positions us at the forefront when it comes to creating innovative and assertive work.