From the moment we saw the red and white building with the “Ogilvy” logo splashed across the exterior walls, we knew that we were about to have a fascinating experience at an agency that carries one of the industry’s most respected names. The Ogilvy Action presentation started with an overview of the agency’s “Four Core” model (including Ogilvy & Mather Perception, ONE Information, Action Behavior, and PR Influence) that is used to manage about 30 global brands at any given time. The students were then able to see the work in action with the examples of eight different case studies, presented by Mr. Michal Charvat, the General Director. After a short break to explore the open and stylish office, complete with a full café, and a chance to review some of the agency’s award-winning work, the students had an opportunity to hear from Tomas, one of the three account planners in the office. Tomas shared insight into Czech culture through the lens of history, focusing on how Czech cultural history affects the mindsets of consumers today. Then the students had the great fortune of having Tomas facilitate a mini brainstorming session based on the students ethnographic work for their respective market sectors (autos, beer, fashion). It was magical!
As we were leaving, I shared with Michal the sensory ethnographic exercises I had the students participate in on Parizska Street. He loved them! That led to an extended discussion on the role these exercises, and sensory ethnography in general, can and should play in understanding consumers and overall brand development.
Thanks for the inspiration!