Identify the roles of relationship marketing in account management of Ogilvy & Mather

Abstract

Over the years, brand promotional strategies and advertising techniques have changed radically; mostly to cope with the changes in how consumers view and perceive things and to stand out in the clutter of today’s advertising efforts. Marketers and creative agencies are increasingly moving away from the generic advertising methods which mostly included TV and Radio commercials, activations and in case of Bangladesh, a whole lot of billboards. While marketers are realizing the importance of differentiating not only in terms of their product UPSs, but also in how they present and promote it to the consumers, it is actually the creative agencies that truly believe in the continual change of the advertising era of relationship marketing. However, in a country like Bangladesh, this change comes at a glacial pace. Advertising really hasn’t completely moved away or even far away from its traditional marketing for that matter in our country. Creativity is nurtured and encouraged but very few clients can completely trust their agencies do come up with sometimes ground breaking in their campaigns. Billboards, print ads and TVCs are still used significantly for a campaign whether or not they are required, and this happens mostly in cases where the clients is head strong about its decision and doesn’t want risk not adhering to the traditional mediums of marketing. In a country like Bangladesh, exceptionally innovative ideas in marketing campaigns, especially guerilla advertising that is widely popular abroad, can be rarely implemented because clients feel out of zone and unsure about using them. But this client-agency gap doesn’t stop agencies from trying to come up with newer and more innovative marketing ways and pitching them to the client. Ogilvy Bangladesh has been successful in getting its long term customers to trust in them to provide the best marketing and advertising solutions and stepping outside the box when it came to relationship marketing. This report analyzes how this agency has successfully pulled off creative campaigns for relationship marketing and implemented various innovative ways of branding, the scope our country still has in shifting to a more dynamic and pioneering way of advertising.