John Owrid, a managing partner at OgilvyOne, is to head a new
Ogilvy branding consultancy called Brandplan.
Owrid will join O&M's executive committee as managing partner but will
continue to perform a management role on certain OgilvyOne clients,
According to Paul Simons, the Ogilvy Group's chairman, the decision to
launch a brand consultancy 'is a response to clients who are
increasingly requiring solutions that address all consumer touch points
with brands, both on- and offline'.
Owrid commented: 'Ogilvy has been involved with brand consultancy for
some time. This pulls all the different strands together into a
formalised offer. Plus, we will be developing ideas to extend our
offering - brand validation and the link between share price, for
Owrid is confident that the agency can compete with the established
brand consultants: 'There's no consulting firm that has the total offer.
Management consultants do not have a qualitative expertise or the
imagination and creativity. They have a purist approach.'
In the past 18 months, Owrid has been involved in leading a major
restructure of OgilvyOne's consultancy operation, including the creation
of a customer relations management unit. Since its introduction in
December 1999, the unit has worked on assignments for a number of
international and domestic clients, including BP, Ford and American
Owrid has been a managing partner at OgilvyOne for the past five years.