The seventy-year-old Ogilvy advertising group has announced its ‘re-founding’. A press release says its new mission is to serve as an integrated creative network that ‘Makes Brands Matter’. The company has introduced a new organisational structure and brand identity to respond to the digital transformation that has disrupted the marketing industry.

The integrated Ogilvy brand will bring together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations along with various company sub-brands and speciality brands under a single, unified group with a common identity, positioning, client service model and P&L.

It will sport a new brand identity and design system to reflect the One Ogilvy brand. It is also launching Connect, a knowledge-sharing and professional development tool to train its employees and bring the right teams together to best serve clients.

For the new-look Ogilvy brand identity, which has dropped founder David Ogilvy’s signature, the group collaborated with Collins, an award-winning branding and design agency.

“Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” says John Seifert, Chief Executive, The Ogilvy Group. “The scale and diversity of our global network is the source of our strength.”

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