Ogilvy Germany Design & Branding HOWTO MAGAZINE by Ogilvy & Mather Frankfurt

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Delle Krause
Copywriter Various Ogilvy Employees
Producer Knud Schlaudraff
Photographer Stock Material By Corbis
Released October 2009

Credits & Description

Category: Publications
Date of First Appearance: Oct 21 2009 12:00AM
Creative Director / Art Director / Designer: Helmut Meyer (Ogilvy Frankfurt)
Creative Director: Delle Krause (Ogilvy Frankfurt)
Art Director / Designer: Thomas Knopf (Ogilvy Frankfurt)
Copywriter: Various Ogilvy employees (Ogilvy Frankfurt)
Photo Editor: Alexander Pfaff (Ogilvy Frankfurt)
Photo Editor: Johanna Woetzel (Ogilvy Frankfurt)
Photographer: Stock Material
Illustration: Various
Producer: Knud Schlaudraff (Ogilvy Frankfurt)
Art Buying: Valerie Opitz (Ogilvy Frankfurt)
Art Buying: Nathalie Schulz (Ogilvy Frankfurt)
Media placement: Magazine - Mailing To German Business Partners, Consultants And Future Employees - 21.10.2009

Describe the challenges and key objectives
We developed the Ogilvy HowTo corporate magazine combining cutting edge magazine design and high quality editorial produced entirely by Ogilvy employees.

Describe the brief from the client
How can an agency enhance its profile over and above the creative league table with a unique corporate magazine format? The target reading audience included business decision-makers, journalists, academia and agency peers. The aim of the exercise was to increase Ogilvy brand popularity as business partner, consultant and future employer.

Describe how you arrived at the final design
Opinionated and with an unwavering point of view, it demonstrates how new thinking can help us negotiate the digital age. As a corporate brochure, it follows in the footsteps of agency founder, David Ogilvy who started all his publications with the words “How to ...”

Give some indication of how successful the outcome was in the market
The first issue of the magazine was a huge success. Along with a large initial circulation, numerous requests and re-orders meant that the first print run (5000 copies) was out of stock almost immediately. The magazine was featured in the business press (Wirtschaftswoche) and in the advertising trade press (W&V and Horizont). We had requests from various universities and colleges asking for more information and options for including material in course curricula.