HOWTO MAGAZINE by Ogilvy & Mather Frankfurt for Ogilvy Germany

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HOWTO MAGAZINE

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Delle Krause
Copywriter Various Ogilvy Employees
Producer Knud Schlaudraff
Photographer Stockmaterial
Released October 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: OGILVY GERMANY
Product/Service: ADVERTISING AGENCY
Agency: OGILVY FRANKFURT
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
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: Stockmaterial (Stockmaterial)
Illustration: Various
Producer: Knud Schlaudraff (Ogilvy Frankfurt)
Art Buying: Valerie Opitz (Ogilvy Frankfurt)
Art Buying: Nathalie Schulz (Ogilvy Frankfurt)
Media placement: Magazine As Mailing - Mailing To German Business Partners, Consultants And Future Employees - 21.10.2009

Describe the brief/objective of the direct campaign.
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.

Explain why the creative execution was relevant to the product or service.
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 ...”

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the Ogilvy HowTo corporate magazine combining cutting edge magazine design and high quality editorial produced entirely by Ogilvy employees.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.