Ogilvy and Wipro partner on innovation business

New OgilvyVentures set to look beyond traditional ad products and revenue streams and focus on technology-driven products for brands

Ogilvy Australia has launched a new commercialisation arm, OgilvyVentures, and partnered with global IT and consulting business, Wipro, to launch new technology-driven products for brands.

OgilvyVentures is headed by Anthony Johnston. He told CMO the companies are looking to drive innovation and build enterprise-grade offerings to satisfy the two core pillars of their businesses: The CMO and the CTO.

“Wipro traditionally sells into the technical office and does so very successfully globally, and Ogilvy do the same in the marketing officer space,” he said.

“Solutions brought to these businesses tend to have a technical or marketing output, so we’re finding a consortium view that is getting real traction with large-scale businesses. The only way Ogilvy could do that was to have a ventures arm and use the skillsets already in the business, and re-purpose them to suit the commercialisation of the idea.”

While agencies have advised clients around taking risk and being wary of disruption, they haven’t traditionally been good at taking their own advice, Johnston said.

“In this case, we are making a clear statement to the market that we are prepared to back our ideas, truly partner with brands and help them make money, because in the venture space if the venture doesn’t make money, then neither do we,” he said.

“When we do get in front of CEOs, they’re very interested in this story of shared risk, the commercialisation of ideas and how we can take them to market. With Wipro, we have the might of a 150,000-strong company that is very technically robust, and we can go to a CEO and answer their technical and customer questions because we understand that space. We’re helping the CEO to solve those problems.”

According to Johnston, the partnership will focus on building and launching proof-of-concept platforms to take to clients, starting with the energy, insurance and banking sectors. These include a disruptive product to bring banks back closer to their communities.

In insurance, the focus is on telematics and using data to drive policy outcomes, both in homes and in auto. In energy, meanwhile, product innovation is being done around opening up more community and neighbourhood-based access to power, much like a stock exchange for electricity.

The products are expected to launch in two weeks’ time and are all big and scalable, Johnston said.

“It is very different for an ad agency to be pitching this scale of ideas to a brand, because it tends to be more brand focused. This is about brands and products – and how we go about commercialising them,” he said.

Johnston also saw long-term potential in using Wipro’s big data focus to drive insights into customers, markets and technology.

“Wipro Analytics understands big data and its power better than anyone, and can talk credibly with any business in any country,” he explained. “It is this scale and expertise in data that we see as presenting huge opportunities locally and abroad, and where the partnership with Wipro will be focusing.”

Johnston said the aim of the partnership was to grow OgilvyVentures to a level where it is contributing revenues and helping both Ogilvy and Wipro clients navigate through the constant change seen in current market conditions.

“This is the driver; to be able to open up products and markets for both Ogilvy and clients using technology as the anchor,” he said.

Read more on how you can innovate your organisation

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in