Van den Bergh gives interactive TV job to Ogilvy combination

The Unilever subsidiary, Van den Bergh Foods, has handed The Ogilvy Group the task of creating a dedicated advertising site for its brands on the interactive TV service, Open.

The Unilever subsidiary, Van den Bergh Foods, has handed The Ogilvy

Group the task of creating a dedicated advertising site for its brands

on the interactive TV service, Open.



Ogilvy & Mather, partnered with Ogilvy Interactive, pitched against four

interactive agencies - Deep End, The Junction, 4I and The Hub - to

secure the task.



The Ogilvy team supplied creative and strategic recommendations to

centralise the Oxo, Five Brothers, Ragu, Colman’s and Chicken Tonight

brands under a single umbrella site. The site will offer recipe tips,

among other services.



The agency is also planning long-term initiatives that will roll the

concept out on the internet and in client-funded programming. The

venture will target busy mothers seeking new ideas for family meals. The

recently launched Open will enable them to shop via their TVs.



The project means that the agency, already on the Unilever roster, will

be working on brands that are handled above the line by J. Walter

Thompson.



Marcus Vinton, the creative director and head of interactive

communication at O&M, said: ’Against such talented competition this win

is a tremendous vote of confidence. Our job is to create a new satellite

brand offering total infotainment, as well as extending existing equity

within the Van den Bergh portfolio into different channels. This

promises to be the most advanced portal of its kind, offering creative

convergence over several digital platforms.’



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