For an agency that's been in India for nine decades, it's natural that Ogilvy has a long-standing relationship with several clients. But in an industry riddled with constant client churn, and in a year where several accounts changed hands in India, Ogilvy India retained all its top 20 clients. Almost 90 per cent of the agency's annual retainer clients were retained in 2017 and the agency reported that over 50 per cent of its revenue comes from clients who have been with Ogilvy India for over 10 years.
Further, Ogilvy is sharply focusing on expanding its integrated services offering to its clients. Nearly 80 per cent of its clients are now Integrated Services clients, who work with the agenct for more than just its advertising services.
Apart from brand teams that work on these businesses, a new client tagging system has also been put in place by the agency. For each of its Top 20 clients, an Ogilvy India Board Member is now responsible for staying in touch with key identified clients, tracking and improving the health of its relationships on each of the brands that the agency is managing.
The agency is also ensuring that its employees are up to speed in the digital world. Its division Social@Ogilvy conducts bi-weekly webinars open to all Ogilvy employees, with subjects as diverse as digital and social trends, how to cultivate brand advocacy, secrets to a successful video strategy among others.
In the year 2017 among the work that dominated Ogilvy's creative display included Savlon Chalk Sticks, Star Nayi Soch and so on. Watch the films here.
All Things Digital
The agency's digital focused investment plan has resulted in 6 times faster revenue growth in digital services than the overall agency growth
The digital medium makes up about 18 percent of overall media spends, but for the agency the revenue from digital is at 25 per cent