Tanya De Poli From Ogilvy Miami: Our One Single Brand Model Is An Advertising Revolution

Tanya De Poli, General Manager of Ogilvy Miami, said that in response to clients’ demands, the agency is boosting an integration and simplification model. “We’re heading for a one single brand model and obviously, being able to offer all the advertising solutions in the hemisphere under a single umbrella and not by 10 different agencies is going to take place gradually, I think. Not everything is going to happen from one day to the next, but I do think that with The Next Chapter, Ogilvy is headed in the right direction.”She said the new idea is for the agency in Miami to provide the talent and capabilities to do its clients’ advertising for Latin America, the Hispanic market, and the general market. “Campaigns such as the one we are about to shoot a week from now for Red Stripe lager will come out in the entire world, and that is very big for us and makes us truly proud.” Regarding the U.S. Hispanic market, De Poli said the opportunity arose as a result of the perception many clients had that all that is needed is to communicate in Spanish or to translate into Spanish advertisements created for the general market. “It’s one of the trends that is growing most in the U.S., and is therefore very important for many brands.The agency recently added to its staff the creative duo Uriel and Perk, to start winning awards at festivals from its office in Miami.