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Ogilvy make senior appointments

Posted by radio On April - 7 - 2018 ADD COMMENTS

Following the recent appointment of Alistair Mokoena as CEO, Ogilvy has spent some months finding just the right person to fill his previous position as MD of Ogilvy Johannesburg, where Alistair served for three years. We’re happy to announce that we have finally found her in Elouise Kelly!

Elouise strengthens our team in several ways, bringing experience, talent and the people skills needed to develop and communicate the streamlined, effective and well-aligned One Ogilvy offering we’re driving with Next Chapter. Next Chapter is Ogilvy’s strategic approach to the demands and realities of the Modern Marketing era.

 

With the ongoing emphasis on Delivery – Ogilvy’s approach to Operational and Execution Excellence – we are also delighted to announce the appointment of Tracey Edwards to drive this process in our organization as Chief Delivery Officer.

 

Elouise Kelly, Managing Director, Ogilvy Johannesburg

 

Elouise comes to Ogilvy with a wealth of experience as an award-winning marketer and with hands-on knowledge of growing brands, leading effective teams and driving communications, branding and business strategy in the media space.

 

As Head of Marketing at SABC, Elouise managed 25 SABC radio and TV brands, achieving 70% radio audience share and 58% TV audience share, as well as hitting a R6 billion commercial revenue target. She built brand loyalty and awareness through interactive marketing campaigns, leading a 130-person team. She reinvigorated the marketing division by reintroducing agency partners and devising a centralised electronic briefing system.

 

Elouise’s vast media experience includes time as CMO/VP of Marketing for ON Digital Media (TopTV), Head of Editorial (Africa) for MTV Networks Africa and Business Unit Director at Jupiter Drawing Room. As Senior Manager for Brand and Comms at MTN Irancell, she helped drive sales of 1,2 million subscribers in just one year into the Iranian market.

 

Elouise brings to Ogilvy her skills as a New Market Strategist, having revamped content and penetrated fresh markets for emerging brands. She also has deep awareness of digital and social strategies and driving audience engagement, from her time at SABC.

 

Elouise is perfectly equipped to drive Next Chapter at Ogilvy Johannesburg and to manage our strategy of aligned, effective delivery on client needs.

Tracey Edwards, Chief Delivery Officer

 

Tracey has long been an integral part of the Ogilvy team. She has worked in PR throughout her working career, including an early stint at Leo Burnett. She later moved to Red Nail as an Account Director before joining Ogilvy & Mather in 2001, also as an Account Director. She rose through the ranks of Account Management until she reached the position of Deputy Managing Director of Ogilvy & Mather Johannesburg.

 

Tracey’s various portfolios have included clients like Coca-Cola, Unilever, Kimberly-Clark, Mondelez, Avis, Investec and Brand KFC.  She led the KFC Brand for 12 years before been promoted to Deputy MD. She also handled the acting MD role at Ogilvy Johannesburg following Alistair Mokoena’s promotion to CEO.

 

Tracey’s move into Delivery is indicative of the importance that Ogilvy worldwide is placing on this position and we’re excited to have a person of her ability to handle this critical responsibility

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OMO Auto washing detergent has caught the imagination of South Africans with a pioneering television commercial that challenges traditional gender roles while emphasising the efficiency of their new product.

Conceptualized and executed in conjunction with team Unilever at Ogilvy & Mather, the light-hearted TV ad shows a boy hard at play around the house – drawing, squeezing ketchup and digging up plants in preparation for his parent’s anniversary. His dad catches sight of him enjoying the dirt, just as he fields a text from Mom saying she’ll be back from work in 20 minutes. Dad has enough time to get the clothes in the washing machine and still prepare an anniversary surprise!

 

“The ad shows how with OMO Auto, a quick wash is enough for tough stain removal,” said Henry Muchauraya, Marketing Manager – Laundry, at Unilever. “We believe dirt is good. OMO allows people to spend less time washing and more time living.”

 

Muchauraya explained how Unilever research had revealed that men were already sharing laundry duties and have no problem doing so. Thanks to this insight, it made sense to run a TV ad that shows men handling the laundry for the family, reflecting changes already happening in society.

 

In-house research by Unilever reveals that more and more men are doing the laundry every week. OMO is one of the first brands to leverage this key learning in their advertising, bringing men to the centre of laundry activities, and subverting the standard, “Moms taking care of family chores” narrative.

 

Social-media reception of the ad, and the #JustAQuickWash campaign it is part of, have shown that the message resonates with women as much as men.

 

“The response we are getting tells us that South African women are comfortable seeing men in roles different to the historical norms,” said Muchauraya. “In our ad, the black man is a present, engaged father figure ready to step in to handle a quick load of laundry with OMO Auto.

 

“I think we’ve been able to add something to this conversation, which is why the campaign has grabbed people’s attention,” said Muchauraya. “We’ve also been able to help combat media stereotypes about gender roles and to tell a more progressive family story.”

 

Muchauraya said the campaign was in line with Unilever’s global commitment to changing the portrayal of gender in advertising and to shifting perceptions away from stereotypical roles.

 

The #JustAQuickWash campaign includes a social media rollout and a competition that invites customers to post a video showing fun outdoor activities they can share with their family now that OMO Auto lets them spend less time on washing.

 

“We’re proud to run a campaign with such clear brand communication, but a progressive message as well,” concluded Muchauraya.

 

 

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