Memac announced the launch of OgilvyAction (OA) divisions in Jeddah and Beirut as part of its regional expansion strategy. OA has been introduced in keeping with Ogilvy's 360° marketing philosophy to provide its clients with a more comprehensive advertising solution. The relatively new discipline has already established a history of success in Africa, Asia Pacific, Europe, Latin America, North America and the Middle East region since 2008 where clients such as BAT, Chili's, Unilever, Kraft, KAEC, Kimberly Clark, Mars, BP Castrol, Heineken and Coca-Cola are beginning to tap into what OA labels “Winning in The Last Mile” - a marketing term that signifies the defining moment when the potential consumer becomes an actual buyer of a product. OA is the brand activation arm of the Ogilvy Group that aims to drive sales and build brand equity by developing a deeper understanding of modern consumer behavior and of the dynamics between shopper, brand and retailer. A global OgilvyAction Research shows that 1 in 3 shoppers choose their brand in- store, with 1 in 4 impulsively buying from an unplanned category. It is the job of OA's Dubai-based team of more than 30 professionals to develop ideas that influence the Middle Eastern consumer's behavior along the path to purchase, towards and during “The Last Mile”. “We understand that in offering a fully integrated 360° marketing solution, we must adhere to the current regional consumer and retailer's needs so that we can develop new and creative ways to communicate our clients' brand on every level” said Edmond Moutran, the CEO and chairman of MENA Memac Ogilvy & Mather. “Innovation has become an integral part of our business, particularly in the current economic climate during which clients in the Middle East look for more cost-effective means to communicate with their end consumer and this has been the main drive behind the success of OA so far,” he added. The impact of the recession on consumer behavior has created a prime opportunity for OA's creative solutions to be enforced, allowing ‘win-win' shopper marketing solutions which ultimately drive sales. “In the coming year OA is expecting to see shopper marketing grow rapidly and experiential work become increasingly responsible for driving sales at the venue, in the store and online,” highlighted Claus Adams, regional director of OA MENA, “We will also see the convergence of digital from online to real life and in-store. Digital Activation will be the primary focal point.” Ultimately, “OA exists to close the sale for the clients, and it does this by offering four key pillars of service - shopper marketing, trade marketing, experiential marketing and consumer promotion; we have mobilized and trained experts in both Saudi Arabia and Lebanon to service clients in their respective markets and will continue to support them out of the UAE and the UK to ensure a smooth running and growth of the business,” added Adams.
