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Ogilvy celebrates founder David’s centenary with launch of new Latin American agency

Called David, strangely enough.

It’s a nice idea to celebrate the centenary of legendary adman and Ogilvy & Mather founder David Ogilvy with the launch of a new creative agency although one suspects the ambitions of three top Ogilvy execs (and the forthcoming World Cup and Olympics in Brazil) had at least as much to do with it.

The three founders are: Gaston Bigio, Ogilvy’s regional creative director from Argentina and and CEO Fernando Musa and creative director Anselmo Ramos from Brazil. the new agency opens in January with plans for a New York outpost later in the year.

Musa (left) says the idea for the new agency was hatched in Cannes last year when they were “a little bit drunk.” He goes on: “We thought it was a dream left behind in Cannes, then we started talking about it and said ‘let’s try to make it happen’. The spirit of the company is David before he started Ogilvy.”

Latin American agencies have blasted their way onto the world stage recently with a stream of wins at Cannes and an increasing number of big international assignments. Ogilvy has been a strong performer alongside others like Del Camp Nazca Saatchi & Saatchi.

Ogilvy himself was a direct marketer at heart who believed most of all in the efficacy of research. He was hardly a fan of freewheeling creativity. But, as they say, ‘when the legend become fact, print the legend.’

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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