Agency Branding / Identity Report

Lauren Bach
13 November 2017

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Table of Contents

Agency Selections . . . . . . . . . . 3

Advertising Agency . . . . . . . . . 4

Public Relations Agency . . . . . 7

Wildcard Agency . . . . . . . . . . . . 10

Uber- Relevant Agency . . . . . . 13

Lessons & Takeaways . . . . . . . 16

Sources . . . . . . . . . . . . . . . . . . . . . 17

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AGENCY
Advertising PR Wildcard Uber- Relevant
Ogilvy Ketchum French West AMP3 PR
Vaughan

Fully integrated global Emphasizes 2016 North America Boutique publicity

advertising services brainstorming, Consumer Agency of agency based in New
generating new and the Year York City
Coined the term "360 creative ideas
Degree Brand One of the 20 largest Consumer lifestyle PR
Stewardship” Passionate about Social independently- held campaigns for both
Responsibility— works public relations established and
Services include with many nonprofits agencies emerging companies
advertising; public around the world including: fashion,
relations and public Engaged with digital accessories, beauty,
affairs; branding and Brands itself as a media and has a team entertainment, food,
identity; shopper and “breakthrough agency” consisting of behavioral beverage, tech, culture
retail marketing; which means they offer marketers, designers, and travel brands
healthcare ideas and solutions to developers and content
communications; direct, their clients that they’re creation specialists Ranked in the TOP 15
digital, promotion, not expecting Fashion & Beauty PR
relationship marketing. Recently acquired a firms in the US
Rely heavily on informal new division called FWV
MAIN POINTS

Heavy emphasis on research Fetching, which is Emphasis on social

memorability, creativity, recognized as a media, influencer
and excellent “It’s all about ideas” marketing innovator in outreach, and SEO
copywriting the pet-related
Work to evoke consumer products and Highly accessible to
Many opportunities for emotional responses pet care industries, clients and get interns/
younger employees from clients new employees involved

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ADVERTISING AGENCY:

OGILVY
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 BACKGROUND INFORMATION
What Makes
1 Founded in 1948 by David Ogilvy,
Them Special:
based in New York City

2
Ogilvy, at its core, is the best at generating campaigns that stand out. It is
part of their company personality and it's what they put into their work.
How exactly do they stand out? Since the beginning of the company, they One of the eight largest advertising
have associated brands and products with the human experience. In other
words, they have assigned personalities to their ads that make them
relatable and, in turn, desirable.
agencies in the world
They've been great at identifying target audiences since the get- go. For
example, Ogilvy's first campaigns with Dove made the soap so desirable
because they were targeting the modern woman in a time of social change
where traditional and out- dated "you mother's" soap simply would not do. 3 479 offices in 125 countries with
They also base their advertisements on research before starting the
creative process. For instance, Ogilvy found in its research that Dove's new
formula was only a small percentage of actual soap, and the rest was a
cream formula, or body wash. Hence, they came up with the idea that
approximately 16,000 employees
soap is old- fashioned. They wouldn't have come to that creative
conclusion without first researching both the product and their audience. overall
David Ogilvy was a huge supporter of big ideas; he wasn't afraid to back
down from a concept just because it sounded outrageous. The agency
started on big ideas, and still comes up with them today. 4 Part of the WPP Group

5 Notable clients include: Dove,

American Express, IBM

6 "Only first class business, and that in

a first class way.” —David Ogilvy

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What They’re Doing Right:
Even though Ogilvy is great at standing out with their campaigns, their authenticity should be accredited to their longevity as an
agency. A lot of their work, for instance their work with Nationwide, is geared towards a good cause and making the world a
better (or in Nationwide’s case, safer), place.

Ogilvy takes CSR and incorporates it into the DNA of the company so much that it is almost unrecognizable as CSR, but rather as
an aspect of Ogilvy equal to generating good content. As Sir Martin Sorrell said in WPP’s annual report, “Today’s business leaders
understand that social responsibility goes hand-in-hand with sustained growth and profitability. Doing good is good business" (ogilvy.co

As much as they are geared toward the growth of good business, they are also invested in helping the company grow internally
by offering many opportunities to employees. Many company reviews reveal that Ogilvy is very interested in having employees
move up the ranks of the company, and keeping long relationships with employees; similar to how they keep long relationships
with clients.

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PUBLIC RELATIONS AGENCY:

KETCHUM

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 BACKGROUND INFORMATION

What they’re 1 106 offices in 69 countries worldwide

doing right &
what makes 2 Approximately 2,000 employees

them special:
3 Represent 13 of the world’s top 20
Ketchum is all about ideas. The slogan they have been using recently
is “breakthrough,” which revolves around the concept of having PR
ideas comparable to those of a top- notch advertising agency. Their brands
thoughts are, why leave the great ideas to the advertising industry?
PR, at its heart, depends on original and creative ideas. Ketchum has
mastered the art of a great PR campaign because they’re not afraid to 4 Founded by George Ketchum in 1923
do something original, and break through the traditional crisis
management title (although Ketchum does a lot of crisis management
too— they’ve actually launched a crisis management app for in Pittsburgh
companies to use.)
The company also has a very strong sense of social responsibliity, and
has incorporated CSR as a integral part of the company culture. 5 Notable clients include: Wendy’s,
Ketchum has worked with a wide range of nonprofits, and also
encourages their clients to get involved.
Ketchum also does a fantastic job of staying current. They ensure that MasterCard, Chase, IBM, IKEA
their clients have an engaging social media presence, but also manage
to incorporate current events, pop culture, and schools of thought into
their campaigns. They know how to stay ahead- of- trend. 6 Has been owned by the Omnicom
Why Ketchum | Company Culture
Reviews for Ketchum on sites such as LinkedIn and GlassDoor are Group since 1996, and merged with
overall positive— with a majority of responses being that Ketchum is a
great place to grow as a creative, and opens doors for further Pleon in 2009
opportunities due to their big brand name clients.
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A Great
Campaign…

Ketchum, Wendy’s, Ellen, and #nuggsforcarter

Wendy’s prides itself on its strong Twitter presence. Their replies to customers are
usually witty, sarcastic, and engaging. While this speaks volumes to their brand
personality, it also testifies to its responsive customer service. When a teen named
Carter asked Wendy’s how many re-tweets he needed for a year’s supply of chicken
nuggets, they responded 18 million. Ketchum reached out to Ellen (who held the
record for the highest number of re-tweets), and she immediately got Carter on her
show. Soon, other companies were chiming in on Twitter including Amazon, Apple
Music, Google, Microsoft, and LinkedIn. The hashtag #nuggsforcarter that Ketchum
helped create went viral, and so did Carter’s tweet.
What does this say about Ketchum?
This speaks to Ketchum’s quick responses to the world of social media. Ketchum saw
a massive opportunity to generate buzz for Wendy’s and make it the go- to place
for chicken nuggets. According to Ketchum’s website, “The campaign scored more
than 2.5 billion earned media impressions in six weeks. And with more than 5 million
online mentions of Carter’s quest for nuggets, conversations mentioning Wendy’s
increased by 376 percent year over year” (ketchum.com) 9
 WILDCARD AGENCY:

FRENCH WEST VAUGHAN

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 BACKGROUND INFORMATION

What they’re 1 Founded in 1997

doing right &

what makes 2 Approximately 100 employees

them special: 3 Offices in Raleigh, New York City, Los

French West Vaughan works with both big brand names such as
Wrangler and Moe’s, but also finds smaller up- and- coming Angeles, and Tampa
companies that are both interesting and offer more creative freedom

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for campaigns.
One of the most important things to FWV is the ability to create Member of IPREX (organization of
content that can be easily engaged with. An example includes
their work with Wrangler, which is best known for their American-
made jeans and work wear. FWV saw an opportunity to engage and 75 independently- owned PR/
connect with a target audience of hard- working, all- American
construction and agricultural workers, so they worked with Wrangler marketing agencies)
to create the Wrangler Western Network. It’s a website/ mobile app

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for 31 million rodeo fans to access live rodeo coverage, and also
offers behind- the- scenes footage of rodeos, as well as country Notable clients include: Wrangler,
music radio. This is a great example of FWV seeing a void in the
marketplace and using ingenuity to identify a market that
Wrangler can reach in a creative and fun way. Moe’s, Fretlight Guitars
Why French West Vaughan
Although FWV is a smaller agency, with a little less than 100 6 One of the nation’s 20 largest
employees across four offices, they are able to get really creative
with their clients and give employees more creative freedom
than a larger agency would tend to. Additionally, past employees independently-held public relations
have mentioned that they became very specialized in their field
(whether it be graphic design, SEO, social media, etc.) rather than agencies
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just doing general PR work.
In January 2017, French West
Vaughan acquired Tampa- based
Fetching Communications, and FWV
Fetching is now a division of FWV and
now functions as a specialized PR/
marketing practice for pet- related
consumer products and pet care
industries.

A Great
Campaign…
FWV Fetching’s “Bark
for Your Park”
FWV Fetching created a grant- giving
program called “Bark for Your Park” for
its client PetSafe, and it achieved
massive nation- wide success. The grants allow communities across the country to build or update off- leash dog parks. According to
FWV, “Through strategic planning, media and community outreach, and social content, 2016’s program reached national, trade and
consumer publications , influencers and bloggers, newspapers, broadcast and online outlets, totaling 53,083,361 impressions” (FWV
Fetching). Why is this important? It shows that PetSafe can get involved with communities and also that they really care about the
happiness of pets and pet owners. It supports pet health and community happiness. FWVF came up with a simple yet uber- creative idea
that makes PetSafe look great to consumers.
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UBER - RELEVANT AGENCY:

AMP3 PR
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 What they’re BACKGROUND INFORMATION
doing right &
what makes
1 Boutique publicity agency based in

them special: New York City

AMP3 PR is the
definition of a boutique
2 Notable clients include: Cat
PR agency— most of its
clients are vintage and Footwear, CR7, and Domenico Vacca
upscale clothing and
shoe companies. They
specialize in fashion;
specifically runway
3 Founded in 2004
events and all the PR
leading up to them.
What makes them stand
out in this genre work?
4 Approximately 10 employees
Because AMP3 is small,
it allows employees to
really dive deep into a
campaign— in no way
5 Ranked in the Top 15 Fashion &
are they skimming the
surface of opportunity Beauty PR firms in the US
for their clients. They
handle almost
everything for fashion events, from managing the guest list to
overseeing runway production and helping out backstage. Because
6 Specializes in fashion, accessories,
AMP3 is able to be so involved from beginning to end, they can
generate a great deal of media buzz about their clients through beauty, entertainment, food,
celebrity interviews, designer reviews, and editorials.
The fashion industry also offers creative opportunities like no beverage, tech, culture and travel
other. For example, a recent project AMP3 created was “Project
Subway” for its client Nolcha Shows @ New York Fashion Week. brands.
AMP3 had the models dress in only Subway sandwich wrappers and
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papers, and the media loved it. There was a high attendance at the
show just to see the Subway dresses.
 Importance of: Great Event
Management
At AMP3, public relations and runway production go hand- in-
hand. They work at the front of the house as well as backstage to
make sure the whole show has a unified and clear vision, with a
thoughtfully put- together goal— similar to how a typical agency
would try to get the M.O.S.T. from their campaign. For AMP3,
each show is an individual PR campaign, just with fashion.
According to AMP3, “through runway shows, we amplify our
brand.”
A typical level of involvement for AMP3 for a fashion show
includes venue scouting, guest list creation/ RSVP management,
seating charts, on- site check in, pre- production logistical
planning, model casting, photography and content creation, and
Nolcha Fashion Week 2015 in Manhattan post- show publicity coverage. A boutique agency such as AMP3
really gives opportunities to be involved in a campaign from start
to finish and in all aspects of it.
Importance of: SEO, PPC, &
Online Reputation
Management
It is AMP3’s mission to keep up with current PR trends and
events, so naturally SEO and PPC is very important to their
brand. They help their clients identify/ reach target
audiences and then enhance their search engine relevance.
AMP3 says it best: “The best online marketing is consistent
with the broader communication strategy, and that's why we
ensure SEO & PR go hand-in-hand” (AMP3PR.com).
Again, AMP3 is involved in the process from start to finish.
They’ll spot an opportunity for improvement in SEO, and
then work through website analysis, competitive analysis,
link building, and PPC management to improve their client’s
online reputation.
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Lessons & Takeaways (for AHoM)

In order to stand out, create something memorable. Be

authentic with your audience.

“Breakthrough” = don’t be afraid of new ideas. It will translate

into originality and refresh your audience.

Create shareable content and get involved with the

community of your audience.

Stay engaged with industry culture shifts and

trends, know the importance of SEO.

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Sources
https://www.adbrands.net/us/ogilvyandmather_us.htm
https://www.linkedin.com/company/ogilvy/
https://www.ogilvy.com/our-history/
https://www.campaignlive.co.uk/article/worlds-creative-partnerships-dove-ogilvy-mather/1399127

https://www.glassdoor.com/Reviews/Ketchum-Reviews-E14411.htm
https://www.ketchum.com/wendy%E2%80%99s-nuggsforcarter
https://www.ketchum.com/break-through
https://www.prweek.com/article/1391275/ketchum-prweek-global-agency-business-report-2016
https://www.prweek.com/article/1430467/ketchum-real-return-investments
https://www.linkedin.com/company/ketchum/

http://fwv-us.com/#clients
https://www.glassdoor.com/Reviews/French-West-Vaughan-Reviews-E38233.htm
https://www.linkedin.com/company/42488/
http://fwv-us.com/#portfolio
https://www.holmesreport.com/latest/article/french-west-vaughan-acquires-pet-industry-specialist-fetching

http://www.odwyerpr.com/pr_firms_database/2116/amp3-public-relations.html
https://amp3pr.com/seo-ppc-online-reputation-management/
https://amp3pr.com/category/public-relations-pr/news/page/3/

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