13
Sep
2023
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Ogilvy Adds Verizon Consumer Account to Its Latest Winning Streak

More good news for the folks at Ogilvy, whose offices around the world include an HQ in SCREEN’s home turf of Chicago. Verizon has named Ogilvy creative agency of record for its consumer business, as first reported by Adweek

This win follows Verizon’s December 2022 decision to award Ogilvy agency of record (AOR) duties for its Verizon Business unit. Ogilvy had begun working on consumer projects including the recently launched NFL Sunday Ticket campaign and Verizon’s new consumer brand platform “It’s Your Verizon.”

Here is a look at a spot from the new “It’s Your Verizon” effort…

“Ogilvy has proven to be a highly strategic creative partner. Since last year, we’ve been working in close partnership with the Ogilvy team to evolve our creative approach, leveraging powerful insights to illustrate our focus on providing value for our customers,” said Kristin McHugh, SVP of marketing and creative at Verizon, in a statement. 

As for what led to the win, Adweek shared that “Ogilvy began taking on projects for the brand last year before formally winning AOR duties on the business side. Verizon encourages many agencies on its roster to pitch campaign ideas. Ogilvy’s ideas consistently rose above the rest, and its work on the b-to-b business complemented what Verizon marketing executives hope to accomplish on the consumer side. That is, reframe Verizon’s brand for consumers who want more control over their phone plans.”

The spot featured above is a perfect example of that goal. The “It’s Your Verizon” campaign puts a customer at the center of the spot. Verizon wants to creatively communicate that it puts the customer at the center of everything, a source reported to Adweek

“It’s an honor to be expanding our relationship with one of America’s most iconic brands,” said Devika Bulchandani, Ogilvy’s Global CEO, in a statement. “We are invigorated by a shared ambition of using the exponential power of creativity to propel Verizon’s brand and business to new heights.”

What’s Next for McCann, R/GA, FCB

McCann will reportedly remain in place until the beginning of 2024, and R/GA and FCB will remain on the roster.

In a staff memo obtained by Adweek, McCann global CEO Daryl Lee wrote, “Over the last year, it has become a client of creative jump balls, making it extremely hard for McCann to do what we do best, which is to create enduring brand platforms that support everything a brand says and does consistently.”

Lee also shared, “Last night, we were informed by Verizon that we will not be on their creative roster for 2024 and will be transitioning off the business by the end of the year. This is bittersweet news.”

Lee concluded with, “To all the people who toiled on Verizon over the years—we salute you and thank you for your service. You are indeed McCann Strong and represent the best of us!”

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