Nov21

The Glue in Life, and the Agency

glueWhat’s the glue in your life?

For me it is fitness. Running, triathlon, setting goals, eating clean, and having a training plan. That’s the glue that keeps it together for me, the hub around which my world revolves. When I am working towards a new goal, it makes me more balanced, positive and happy.

For others it’s other physical activity: yoga, cross-fit, hiking. Or other ways of being healthy: being a vegan, eating paleo, meditation. Or for you, it could be external: your pet, your children, your significant other. Your house, your car, your boat. It’s what you brag about, how you improve yourself, the destination and the journey. We all have something that feeds and rewards us, holds us together in mind and body and spirit. That’s our glue. One key to success and balance is to figure out what, exactly, your glue is.

So what is the glue at Ogilvy CommonHealth Worldwide? Or rather, who?

Who is usually the first one in the office, and the last to leave? Who can rattle off the status of two dozen jobs from memory in 10 minutes during hot sheet? Who do we see in the corridors lugging those big job bags from floor to floor, securing, organizing or maintaining job cards, status reports, cover sheets, portal links, med/legal submissions, tagging and linking, night coverage plans, weekend plans, job number lists, finance reports, archiving, uploading files, downloading files, launches, RFPs, pitches, comps, spec sheets….

The glue that holds an ad agency together is the Traffic Coordination department, now known as Project Coordination (PC). PC is the hub of it all—from inception to completion, this group shepherds jobs from manuscript to release. PC works with every department—edit, copy, art, studio, account, business management, finance, project management, and production. If you don’t know something about an account, ask PC. There’s no better launch pad for new account executives or other staff positions at our agency than PC.

PC is a great place to learn, and a great place to stay. It’s everyone else’s glue, and it’s what makes us whole. It’s my glue too. What’s yours?

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Also posted in agency life, behavior change, Culture, Health & Wellness, Healthcare Communications, Networking, Public Relations | Leave a comment
Mar6

The Power of Payer: Prescribe All You Want…We Can Block You!

6808124Remember the Doritos slogan, “Crunch all you want, we’ll make more!”? What a mantra, supply and demand. So simple. So obvious.

Sure, prescriber demand plays a role in how available some drugs are, but at the end of the day health plans and formulary P&T committees within hospitals and large practices make category decisions that effect drug availability for patients and directly impact prescribing behavior. These formulary decisions aren’t made in a vacuum, and they can impact your brands, your marketing goals, and play a huge role in getting a leg up in today’s market.

So what do you know about all this? If your client came to you tomorrow in a competitive market situation—multiple new branded entrants, generic domination, or patient abandonment at the pharmacy—and they couldn’t get a foothold, what would you tell them? How would you break that wall? How do you partner with your clients to fulfill your brand’s true market destiny?

Consider what the payer marketing unit can bring to the table for you and your clients. More and more we hear our clients talk about access challenges broadly, issues with patient co-pays, or prior authorizations and step edits getting in the way of reaching marketing goals. In this changing healthcare environment there is so much to consider that plays a role in prescriber decision making, it goes well beyond the clinical profile of your brand. The smarter we all are regarding the holistic considerations of a brand, the better we can show our value as a marketing partner and offer uniquely impactful solutions to our clients.insurances

This is where the Power of Payer comes in. The payer marketing units at Ogilvy CommonHealth Worldwide want to help provide you with a strong background on health plan and environmental issues to more effectively reach your client’s marketing goals. We are actively working towards open house events for Ogilvy CommonHealth Worldwide in NJ and NY where we can share information specific to two hot topics:

  • Emerging healthcare models: What are they? How do they hold the keys to success in the market? What should we know about them? Better understand how they act and what these actions mean to our clients and their brands.
  • Payer for newbies: An overview of what a payer is. Who are payer customers and manufacturer clients? How do payer decisions impact overall market sales goals and category usage? Why do we need to consider them when building brand plans and overcoming marketing hurdles?

"Open House” Posting. Part of our “Create a Sign” Series.As part of the Power of Payer open houses, we will also showcase some of the unique work we have done to achieve market success as well as answer any questions you may have about the payer customer, unique challenges your brand may be facing, or just have a fun discussion around environmental trends!

Watch for more information and then mark your calendars to join us for the Power of Payer open houses.

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.

Also posted in Access, Branding, Healthcare Communications, Managed Care, Marketing, Reimbursement | Tagged , , , , , , | Leave a comment
Mar4

Let the Sunshine (Act) In

5116469For many of us in the healthcare industry, the advent of the Physician Payment Sunshine Act has loomed large and ominous. The mere mention conjures up visions of significant changes in the way we work with healthcare providers (HCPs), in addition to endless data collection and reporting. On March 31, 2014, healthcare manufacturers are required to submit their first annual federal reports; these reports will include data captured from August 1, 2013, through December 31, 2013. By September 30, 2014, CMS will publically disclose the information on their website. This regulation is associated with the Affordable Care Act, and as we have come to learn, there may be changes, revisions, or postponements to current guidance on reporting and timing of data review and corrections. Nevertheless, the industry needs to be prepared and many of our clients have been adapting for some time.

So to date, do we really know how this regulation will transform our corner of the healthcare geography? Are we prepared to adapt and innovate?

From a medical education and scientific publication perspective, we have already seen substantial changes in the way our clients collaborate with HCPs.  For example, in December of 2013, GSK announced that the company will begin a process that will effectively stop direct payments to HCPs for speaking engagements and for attendance at medical conferences. To fill this gap, it appears the company may expand its focus on developing multichannel capability to support the dissemination of information about its products and relevant disease states to healthcare professionals.

The effects of the Sunshine Act are also noticeable in the scientific publication realm. Due to the transparency requirements, academic research institutions are once again modifying their guidelines and tightening their restrictions on working with industry on clinical trials and subsequent data publication to avoid the perception of and potential for conflicts of interest. These restrictions also pertain to the development of disease-state articles that update standards of care and provide best practice approaches for HCPs and allied health professionals.

Clearly the Sunshine Act is meant to shine the light of transparency and public disclosure. But it also has the potential to hamper scientific exchange, which is the lifeblood of effective medical communications.

How do we as an industry respond? My vote is to adapt along with our clients and lead and encourage the innovation and continued delivery of robust scientific exchange. How will you respond?

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.

 

 

Also posted in Affordable Care Act, Ethics, Healthcare Communications, medical affairs, Medical Education, Research, Science, scientific publication, Sunshine Act | Tagged , , , , | Leave a comment
Feb13

You Might Not Realize It, But You Can Be Working For The MI6

MI6What interested me most about James Bond’s career, and, most importantly, that of his support staff, is the development and implementation of a unique and highly versatile arsenal of innovative technology. Starting with Bond’s pager in From Russia With Love, followed by that pen-sized-underwater-oxygen-recycling-breather-thing in Thunderball, or the way-ahead-of-its-time GPS tracker in Goldfinger—all these are examples of an unmet need in spymanship being filled by technology: well researched, well developed, well implemented, and well working.

While recently sitting in a conference room at one of our healthcare client’s headquarters, going through scenario after scenario of possible ways technology can minimize barriers to patients’ prescribed treatment regimen adherence, it was Mr. Bond that my mind turned to.

On a scale from zero to life-changing, healthcare is one of the areas where technology can play a crucial role and provide life-impacting value.

I think back to that scene in Casino Royale where Bond drinks the poisoned Vesper Martini and finds himself staggering back to the car to find a solution to his newly acquired ailment. But which vial from the glove compartment should he inject himself with—blue or red? One will cure him on the spot, the other, of course, will immediately kill him. And here is where technology comes in. He takes a blood sample. The results sync up with the poisons directory back at MI6. On the other side of the globe, Bond’s team reviews the reading in real time and points him to the correct vial.

Oh, and unlike the mini-rocket-launcher cigarette from You Only Live Twice or the bagpipe flamethrower from The World Is Not Enough, this blood-sample transmitter and reader are now out in the market, available for purchase.

In the days where Astounding Innovation greets Cost Efficiency over a bottle of Realistic Possibility for Implementation, the internet of things continues to blossom all around us. Your carbon monoxide detector can now know when you started cooking and tell your thermostat to turn down the heat by 6 degrees; or dim your lights when you walk out of the room; or your door can unlock itself when it senses you down the street. Your FitBit, by linking up with your blood-glucose monitor, can adjust your Seamless menu selection and choice of restaurants for the day (unless you run around the block a few times, that is…). You can start your car with a simple wink. Or, write a script, shoot the footage, do all the post-production work, and distribute the content globally—all from the palm of your hand! Sound familiar?

As this intelligent-device-fueled ecosystem continues to expand, more and more possible hooks arise that are able to feed and empower one another. A chain of monitoring devices, all in constant communication, adjusting themselves and providing information before we even know to ask for it, set the stage for a tremendous opportunity for our healthcare clients.

Spanning over all spectrums of monitoring one’s health habits, from improving existing treatment to preventing a need for a possible treatment a few years down the line, we now have an opportunity to help our clients efficiently channel their investments. If it so happens that after years of R&D, clinical trials and FDA reviews, patients neglect to adhere to their prescribed treatment, the years of innovation and investment lead to questionable marginal benefit, at best! The cost compared to eventual benefit comes out to be quite high. By enlisting connected and innovative technology, we can open the door for researchers, physicians and caretakers to finally close that loop on a number of treatment barriers.

As “Agency” people, with passion and insight into the latest tech innovations, as well as equally deep insight and understanding of our clients’ brands, we have an opportunity to guide our clients into this new area of possibility.

We can now pave a highway between our clients’ amazing potential and this new ecosystem.

We are at a unique crossroads where amazing technology is very much within our reach. The only limit, it seems, is our imagination.

Big ideas often come to us on those “regular days”—on commutes back from work, or walks, late evenings, or days at the beach. So too with our clients, the opportunity to introduce that big tech idea for their brand can arise at any moment—during a casual conversation on a drive back from market research, or after a day-long workshop. We should be well versed and ready to fuel inspiration.

The research team back at MI6 doesn’t wait to prototype a glidesuit-equipped-tuxedo until Bond is jumping off a plane to infiltrate a high-profile cocktail party at some off-the-map nuclear power plant. The research is done in advance. And so is the development and testing. Before the next international crisis even has a chance to escalate, the prototype is out of dry cleaning and ready for action.

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Also posted in adherence, advertising, behavior change, Branding, Healthcare Communications, Marketing, Technology | Tagged , , , , , , | Leave a comment
Dec12

How Fantasy Football Helps You Make Better Marketing Decisions

thumbnailWe’re in the middle of December, and there are a few notable events on the horizon. With Thanksgiving and an early Hanukkah season behind us, and of course Christmas around the corner, the holidays are almost top-of-mind.

That is, unless you play fantasy football. If you do, then you know the fantasy football playoffs are about to get underway—and the value of analytics to your marketing efforts has never been more apparent than right now.

Wait…marketing? Weren’t we just talking fantasy football? Yes, we were, but if you’re headed to the playoffs and a shot at championship glory, you know it’s largely based on the quantifiable research and analysis you’ve done along the way.

If you do them right, fantasy football and marketing have a lot in common. For example, both require you to formulate a strategy and identify KPIs (key performance indicators). These critical analytics methodologies will inform your ongoing decisions in both marketing and fantasy football.

In fantasy football, you’ll use predictive modeling in the form of mock drafts, regression analysis to gauge free-agent pickups and trade offers, and define success benchmarks for both individual players and your team. In other words, you’ll construct a solid analytics foundation that will be a key component to your success.

This same approach should be taken when it comes to clients and their brands. Acronyms including ADP (average draft position), FPG (fantasy points per game) and PPR (point per reception) are often hot topics amongst fantasy footballers. Marketing metrics such as CPL (cost per lead), CR (conversion rate) and ROAS (return on ad spend) are talking points amongst anyone with input on marketing strategy.

Fantasy football success depends upon your ability to assess each player’s value relative to their position and put together the strongest lineup you can. Your brand’s success is no different. With an effective analytics approach as the basis, the optimal marketing mix can be achieved.

Enjoy the holidays and good luck in the playoffs! And if you’re not into football, fantasy baseball starts in a few months. Get out your calculators.

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Oct23

OCHWW’s 2nd Annual Partnership Summit

analytics thumbnail imageMy team, the Marketing Analytics & Consulting team, recently had our 2nd Annual Partnership Summit at the Chocolate Factory on October 10th. The New York office was buzzing as internal teams from OCHWW, greater Ogilvy & Mather, and clients roamed the halls eating, drinking wine, listening to presentations and meeting with various vendors. It was a wonderful turnout of around 200 total people who all found their way to try and win the door prize of the day, a Google Chromebook. A great and successful event, but also got me thinking. We had 10 total outside vendor partners at our event, in our building, trying to “sell” to our clients and teams. We trust them to sell their services and also not say anything wrong that would deter a plan or strategy from happening.

We were 100% covered for the day as each one of the vendors that attended has an agreement and is an OCHWW-approved vendor, but how many times do we invite vendors to our building, our office, our conference room, or our desks to talk to us, our clients, and our teams without a partnership agreement? What are our expectations? How do we partner with them?

Vendor partnerships have a lot of similarities to dating. They often start out with high expectations and aspirations and a common vision, and can end up in screaming matches over money and ex’s! But there is a way to avoid many of the stresses of a vendor relationship break-up – always have a partnership agreement. Think of it like a pre-nup where you and your partners agree upfront about the reason for your relationship and what will happen if either of you disagree or decide the relationship should end.

Having a partnership agreement in place is essential from the very beginning. Don’t leave these matters to chance or ignore it just because there are no problems at a point in time. You never know what is around the corner.

More than any other reason to have a partnership agreement is liability. If there’s no written agreement outlining specific arrangements, all partners are legally equally responsible for decisions made on behalf of the business, and must share profits and cover losses equally.

While every partnership agreement will be different, depending on the nature of the business, there are certain issues they usually cover, including:

  • How much money each partner brings into the partnership
  • What the different roles and responsibilities of each are
  • How disagreements are solved
  • What is to happen if a partner wants out
  • What guarantees will departing partners be permitted to have

Make breaking up easier to do. While a partnership agreement won’t cover you against all eventualities, it will go a long way to saving you time and money in the case of a disagreement or split.

All vendor partnerships are different. Sometimes we’re all friends but still have a clear agreement put together upfront.  It’s worth spending the time and money.

Our Partnership Summit was successful in educating everyone who joined on different services that external partners provide. But without the peace of mind of a partner agreement, the event would have been very stressful.

 

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Also posted in advertising, Analytics, Healthcare Communications, Learning, Partnerships | Tagged , , , , , | Leave a comment
Sep17

Blended Learning in Medical Education: Five Top Tips

Leigh van Wyk thumbnailAs we move into an age where “digital by default” becomes the maxim we live and work by, how do we ensure that we continue to deliver successful medical education programmes that not only meet the business needs of our clients but also the learning needs of the end-user?

The digital age is bringing about a shift in learning theory and practices. Learning is becoming more flexible, less formal and available on demand. At the same time, technology is driving change in the Medical Education industry. The expectations of both our clients and end-users are changing. Pharma clients want far-reaching educational programmes delivered on slimmer budgets. End-users want personalised learning delivered in the moment.

At Ogilvy Healthworld Med Ed, we are utilising the latest blended learning principles to design outcomes-based educational programmes that offer a mix of online digital and mobile self-paced learning and social learning to suit learning requirements.

Five tips to deliver simple, focused and blended learning:

1. Mind the gap

Do your homework and ensure both the client’s business needs and the end-user’s knowledge gap are fully understood (remember they might not be the same!). Ask yourself, what do end-users already know and what do they need to know?

2. Determine your metrics

Think about what a successful blended learning programme will look like and decide what metrics you would like to measure when the project is initiated. Data starts the conversation about effectiveness, so the more information captured regarding uptake, usability, content and functionality the more we can understand how the programme can be improved upon and how it should evolve

3. The evolving end-user experience

By focusing on the evolving learning needs of the end-user, we move away from a product-focused approach to a user-centric approach. Understand your end-user—how they learn, how they behave, what they want from a learning programme.

4. Personalise the learning experience

Blended learning is flexible and recognises that as individuals we all like to learn in different ways. Programmes should be designed to include audio, text and visual content to ensure that all learning styles are addressed and the user remains engaged.

5. When it comes to learning, less is more

When it comes to developing content for online learning, less is more. Unnecessary text and fancy interactivity for the sake of it overloads memory, detracting from comprehension. In traditional self-directed eLearning courses, simple techniques such as chunking information, bullet points and key messages can aid retention. Visually rich and engaging eLearning courses can be supplemented by resources such as slide compendiums or clinical papers to ensure the end-user can access all the information they need to support their learning.

As the digital age closes in, isn’t it time to move beyond traditional educational programmes and embrace the learning theory and technology that will allow us to deliver effective blended learning? Isn’t it time to evolve?

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Also posted in Digital, Healthcare Communications, Learning, Medical Education | Tagged , , , | Leave a comment
Sep12

The Key to Effective “Salesmanship in Print”

Mark Clemente ThumbnailI had occasion to be standing on a gas line in the aftermath of last year’s hurricane—red plastic can in hand. Waiting in front of me was a pharmaceuticals sales rep.

Clearly, we had at least a half-hour before reaching a pump to get our allotted five gallons. Our conversation initially focused on obligatory topics: the massive storm, weather-related energy shortages, the impact of global warming, etc. That lasted all of two minutes. It was time for a more productive dialogue—from my standpoint, at least.

I mentioned that I worked in pharma advertising and that I was supporting a major new drug launch at the time. I seized the opportunity to ask him some questions: When doctors look at an MVA, what do they really focus on? How much do physicians truly probe the key clinical data? When all you have is a two-minute meeting in the hallway, what key information do you try to convey?

He was forthcoming and candid. In just a few minutes, I gained extremely valuable insights—much more than I’d gotten from hours and hours worth of reading voluminous market research decks tied to physician feedback and messaging-related imperatives.

I was immediately reminded of the old Chinese adage…

“A single conversation across the table with a wise (person) is worth a month’s study of books.”

So why is this a blog-worthy anecdote? Because it ties to a less-than-positive trend.

I’ve supported several different brands over the past few years, including having worked on two launches. In that time, there have been many client-sponsored sales events, POAs, and other strategic gatherings that would be highly beneficial for creative and account team members to attend. Unfortunately, rarely am I or my agency team colleagues invited to these types of forums.

By definition, advertising is designed for one purpose and one purpose only: to support the sales process. Indeed, promotional communications have historically been characterized as “salesmanship in print.” It stands to reason that the more sales-focused input we get—and the faster we get it—the better able we’ll be to shift gears (when necessary) and develop print and digital content that best serves the immediate needs of sales representatives.

So why am I—and many of my colleagues—not getting as many chances to directly interface with client-side sales professionals today? The reasons range from budgetary constraints (“We can’t afford to have agency people attend.”) to a possible lack of recognition that we’re strategic partners with our clients (“We just need you to write and design the piece; we’ll handle the strategy.”).

Sure, we get to see huge research binders and PowerPoint decks. And we get to “sit behind the glass” in viewing physician interviews. But it’s not the same as having face-to-face discussions with the sellers in the trenches.

It may be time to reinforce with our clients the importance of having direct contact with the sellers we support. This should be addressed in initial project planning—and it should be considered in the budgeting process if cost is a client concern.

In sum, we need to have more interactions with sales professionals in order to deliver effective “salesmanship in print” … and other channels.

“A single conversation across the table with a wise (person) is worth a month’s study of books.”

The benefits are obvious. (Not to mention the fact that we already have enough reading to do.)

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Also posted in advertising, Customer Relationship Marketing, Education, Healthcare Communications | Tagged , , , | Leave a comment
May28

How to Sip From an Information Fire Hose: Taking Stock of the Therapeutic Marketplace

Fire Hose ThumbnailIn an effort to describe the intellectual environment at the Massachusetts Institute of Technology (MIT), former MIT President Jerome Wiesner once remarked that “getting an education at MIT is like taking a sip from a fire hose.”

For those of us working in the field of medicine, this perspective is far from a pithy witticism. The scope of the informational fire hose in science is truly staggering. For example, according to summaries posted by the National Library of Medicine, new “In Progress” records expand daily by 3,000 to 12,000 citations. While not broken down by scientific discipline, these data underscore the scope of the challenge to understand a rapidly changing clinical marketplace. Additionally, these data don’t begin to address the broad expanse of observations by the media, blogosphere, and social media.

So how do we at Ogilvy CommonHealth Medical Education (OCHME) sip from an informational fire hose? Our scientific team takes a multidisciplinary approach:

  • Manage the scientific literature – The National Library of Medicine’s search engine allows a user to program keywords into daily automated searches that are emailed to us each morning
  • Leverage capabilities of Internet search engines – Many search engines will alert a user to a particular word string “as it happens.” So the moment a keyword is used on the Internet, we are made aware and can act on it
  • Build close intellectual relationships with clients and clinicians – At every opportunity, OCHME shares our perspectives on recent developments in a therapeutic area with our clients and clinicians. As the relationship matures, the exchange of information becomes a two-way street. Before long, this becomes a key source of new information for us
  • Embrace nontraditional sources – We routinely monitor blogs and conduct Twitter searches for perspectives that support our projects
  • Continue to rely on traditional information channels: Sources such as eMarketer, Forrester, or Kantar Sources & Interactions continue to offer high intrinsic value, allowing OCHME to construct insightful snapshots of a therapeutic marketplace

Using the above techniques, OCHME is frequently the first source of timely strategic information that is shared with our clients. In addition, this comprehensive approach allows OCHME to identify novel data and cutting-edge perspectives that keep our medical content topical, insightful, and exciting.

Still thirsty? The next round is on OCHME. Cheers!

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Also posted in Content Strategy, Data, Medical Education, Strategy | Tagged , , , , | Leave a comment
May16

Client Banner Days That Click

banner-day-1This past Saturday, the Mets held their annual Banner Day at Citi Field—a one-day event that gives baseball fans a chance to express their loyalty, appreciation and creativity to their beloved ball club using homemade banners. Fortuitous for the Mets’ brass that the banner parade was held on the field before the game, as the Mets were mercilessly plundered by the Pirates 11-2.  I can only imagine what season ticket holder “Vinny from Queens” would have expressed with a bed sheet and some spray paint after the less than amazin’ performance.

In our business, and unlike the Mets’ fan base, we have the good fortune of being able to celebrate and show appreciation for our clients’ performance beyond just one banner day a year. In fact we have many.

As their partners, we help our clients thrive amidst the daily pressures and demands of making a brand meaningful, and we contribute to those amazing banner day moments. A successful product launch, an engaging and effective RM program, a new brand campaign and website, a motivating and memorable workshop  or convention, a positive sales quarter, or a brand team member promotion are all opportunities to keep our creative juices flowing and to let our client appreciation banner fly.

Rather than judiciously yet unceremoniously checking the “job well done” box then moving on to the next task, is there an opportunity to turn each milestone into a celebratory and defining moment for you and the client? And why do it at all?

Many of our clients have joined the marketing ranks after a successful stint in sales, where they were driven by incentives while showered with frequent tokens of appreciation and recognition, including for some, President’s Club, honoring the uber-performers with VIP getaways to sun-splashed resorts.

What’s the motivation and where is the recognition once they get into marketing? We can do our part and partially fill that void with client banner days. Each time the client achieves something special, there’s an opportunity to recognize and celebrate it with an agency-made token of appreciation. Let them know how much you care about them and their accomplishments. It gives us a chance to prove that our creativity extends beyond what’s stated in the brief to something more personable. It’s an endearing touch point that can enhance a relationship. And unlike the Mets, it only takes a little effort to get amazin’ results.

If you’re interested in learning more about how we have celebrated client banner days, please contact me at gary.duffy@ogilvy.com.

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