"This has been an 18-month journey for our brand, and the largest transformation in the history of our agency," says John Seifert, chief executive, The Ogilvy Group.

"To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago," adds Seifert.

According to Ogilvy, the digital revolution has fundamentally disrupted the marketing industry, impacting consumer behavior, the media landscape and competition.

Ogilvy says it plans to respond to these changing dynamics and will reinject the vision, values, and ways of thinking about brands that David Ogilvy built the agency on, reaffirming what Ogilvy stands for and believes in – that brands matter now more than ever.

The integrated Ogilvy brand brings together three units: OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations. It also brings along various company sub-brands and speciality brands under a single, unified group with a common identity, positioning, client service model and P&L.

The new single, unified group (Ogilvy) is built on five key pillars:

1. A new organisational design

The transformation from a matrix-managed holding company of sub-brands to one brand is represented by 12 crafts and six core capabilities, along with a new operating system.

The crafts: creative, strategy, delivery, client service, data, finance, technology, talent, business development, marketing and communications, administrative and production.

The capabilities: brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation and partnerships. 

2. A new consulting offering

Building on the success of OgilvyRED, an enterprise offering called Ogilvy Consulting, which is focused on the areas of digital transformation consulting, growth, business design and innovation, will work horizontally across all of Ogilvy.

3. A new brand identity and design system

A new identity and design system will be put into place, including a redesigned company website that will aim to reflect the one 'Ogilvy' brand.

4. A new partnership model

With the aim of leading and managing an integrated network business model, Ogilvy is establishing a formalised global partnership structure.

This will also aim to ensure that the diversity of the company's leadership across markets, capabilities and generations better represent the brand.

5. A new global digital platform

The creation of a knowledge-sharing, professional development and customised community networking tool called Connect has also been introduced and will aim to train people and bring the right teams together to best serve clients.

"Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have," says Tham Khai Meng, chief creative officer, The Ogilvy Group. "We are building on the creative heritage of David Ogilvy to fuel our future."

The new Ogilvy logo aims to represent the agility, collaboration and connectedness that the brand is capable of delivering for its clients.

The iconic Ogilvy red colour has been reintroduced in a brighter Pantone and a secondary palette of grey, pink, blue and yellow has been added, aiming to emphasise the company’s desire to modernise, while maintaining its strong heritage.

The Ogilvy fonts have also been recut and customised as Ogilvy Serif and Ogilvy Sans.

In addition, the company’s website, www.ogilvy.com, has been redesigned, aiming to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership.

Ogilvy collaborated with COLLINS, an award-winning branding and design agency, on the rebrand and launch.

"Today, there are more opportunities than ever before to shape every aspect of a brand’s needs," adds Seifert. "The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand and communicate about a brand."

"Our new organisational design will empower our people to put clients at the centre and create sustained brand value on behalf of our clients for years to come," concludes Seifert.

For more information, visit www.ogilvy.com. You can also follow Ogilvy on Facebook or on Twitter.