Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.
Our Vision
We are in the business of building strong and lasting brands, allowing our clients – a network of powerful international and Chinese companies – to sell their products. In short, we make brands matter in an increasingly fragmented and cluttered digital world. Ogilvy’s ‘Twin Peaks’ strategy puts emphasis on both creativity and effectiveness in every campaign strategy. Rooted in China since 1992, we have more than 2,000 professionals across a range of expertise to ensure we have an intimate knowledge of the industries we serve and the people our companies are selling to.
Our Value
From the first day Ogilvy entered China, Ogilvy has always adhered to the philosophy of “Respect People, Respect Knowledge and Respect Creativity.” We put this first, believing that providing the best, most exciting work for our clients depends on the high morale and constant growth of our colleagues.
To inspire staff to work towards Ogilvy China’s vision and goals, Ogilvy has strongly emphasized 5 key values as below:
- Divine Discontent
We are wary of being overly satisfied with ourselves or our performance. We believe this is the antidote to smugness. Can it be better? Can we do more? Go further? We want to be “people who will always aim for the remarkable, never settle for the routine.” - Pervasive Creativity
We are all created equally creative; it just comes out in different ways. David said that “a good idea can come from anywhere.” Well, you are that anywhere. Creativity isn’t about a department or a business card. It’s about respect for good ideas and the people who have them. You. Me. Our client. Anyone. Anywhere. - Eternal Craft
We care about our craft and the people we do it with. We make the assets that make brands more valuable. A film. A design. A line of code. An experience. To do all this demands a scrum of disparate souls plying a world of skills. Love this world. Let it bring out the best in you. Never stop improving your craft. - Adaptive
Connection We believe becoming “one agency indivisible” around the world comes when people connect their unique backgrounds, skills, and viewpoints into a fluid team. We were founded by a creative person who was also a farmer, salesman, spy, and chef. He resisted compartments. Shouldn’t we? - Relentless Curiosity
“We pursue knowledge like a pig pursues truffles.” We mercilessly dig into our clients’ brands, their data, their products, and their world. In the nicest of ways, we keep asking “why?” to unearth insights we can ruthlessly deploy. We also love the next question after “why?” – “what if?”
EMBRACING TALENT
Ogilvy’s strength relies on the collective skills and talents of the individuals we hire. Additionally, we are committed to creating a diverse and inclusive workplace here at Ogilvy. Our employees hail from over 18 countries and regions, including China, and women account for nearly 70% of our workforce. Furthermore, 56% of the management team in China are women. This is proof of our adherence to the words of Ogilvy Group founder David Ogilvy, that “We are free of prejudice of every kind. The way up the ladder is open to everybody, regardless of religion, race, gender, or sexual preference.”
We appreciate each and every individual and nurture their development within Ogilvy. To this end, we have initiated a series of projects to help our employees grow and to generate a sense of belonging within the organization.
LEARNING AND DEVELOPMENT
Ogilvy’s attention to training is well known throughout the industry. The effort, labor, and material we have invested is proof of Ogilvy’s determination to cultivate talented individuals within this industry. Whether employees view Ogilvy as a lifelong home, or simply an important step in the development of their careers, they will always be able to learn and grow at Ogilvy.
In designing training programs, we also integrate individualization, diversification and self-enrichment to achieve improved results. Accompanying market trends of integrated business, Ogilvy developed a multidimensional training program based on our areas of six expertise. At the same time, we also ensure regular sharing from internal and external master practitioners so that employees are able to gain access to cutting-edge knowledge and experience as they embrace new challenges. An MBTI workshop was also introduced in 2018 to improve employee self-awareness and collaboration.
Career Conversations have given us a real opportunity to receive input from staff on their own personal development plans. This initiative also offers the opportunity for team leaders to assist team members in clarifying their career goals and harnessing their internal motivation. We also support internal transfers to nurture the diverse competencies of our staff, and expanding the well-rounded capabilities or our employees that will serve them throughout their careers. In addition, Ogilvy launched the “Future Leader” project. Nominated employees will have the opportunity to participate in comprehensive leadership training in the global network both within Ogilvy and the WPP group, along with receiving one-on-one executive coaching from professionals to promote personal growth.
COMMUNICATION
We are committed to building a culture that listens at Ogilvy. In order to ensure we listen and respond to employee feedback on specific issues, in 2017 we have introduced the quarterly HundredX survey. With the same goal, Ogilvy has been conducting an even more comprehensive annual global talent survey for many years. The information provided enables us to constantly improve the organization and our internal behavior by analyzing data and formulating effective action plans.
We devote ourselves to creating direct and transparent communication channels and a pleasant work environment. Our “Mentor” program was established to guide new employees as they transition into the Ogilvy family. The program helps new hires smoothly acclimate to their new working environment, make lasting friendships and truly become a part of the Ogilvy culture. At the end of each quarter, our president distributes emails sharing industry trends and how the business has progressed, so that every Ogilvyer has an understanding of recent achievements and challenges. In addition, we have also launched different talent projects to tie in with business integration trends. “Speed Dating” promotes understanding in one-on-one casual conversations, and “Red Team” further encourages everyone to fully integrate their daily work, using Ogilvy’s brand values to promote the integration and development of the business.
TALENT RETENTION
We believe that experience is critical to the company’s development. Ogilvy established the “Gold Coin” to express appreciation of efforts and contributions of our long-term employees, by awarding them with real gold coins for each five years they have spent with Ogilvy. Ogilvy also has an employee-organized “Welfare Committee”, which is staffed on a voluntarily basis. The committee organizes year-end parties, staff discounts, holiday activities, a company trip, Ogilvy souvenirs, and much more. In regard to employee health and safety, there is an additional annual physical examination made available, and Ogilvy employees are allowed to work from home in cases of extreme weather or severe pollution.
Ogilvy is committed to making brands matter as an integrated creative network, and it all starts with getting the most out of our people. Ogilvy China has always pursued a “people-oriented” corporate culture and diverse values. We insist on creating an open and transparent working environment with all Ogilvyers working together. Along with the changing needs of employees, Ogilvy will continue to focus on the growth of individuals and make efforts to fully realize their potential and talent.
“Some of our people spend their entire working lives in our agency. We do our damnedest to make it a happy experience.”
—David Ogilvy
自1948年大卫·奥格威创立以来，奥美始终致力于为客户的品牌，打造极具影响力及代表性的营销传播作品。时至今日，奥美作为屡获殊荣的整合创意网络, 其遍布83个国家的131个办公室秉持“让品牌更有意义”的宗旨，为众多财富五百强公司及本土企业效力。通过为品牌运筹帷幄、创造体验、树立名声，奥美以六项核心专长：品牌策略、广告、消费者互动及销售、公关及影响力、数字化转型、战略合作，在每个维度里提供服务，满足品牌的需求。
我们的愿景
奥美致力于建设优势品牌，并使之传承百世。我们帮助国内外的客户销售他们的产品，在日益碎片化和愈加喧闹的数字化世界中，让其品牌有所作为。同时，奥美对于创意和实效“双峰”的坚持， 确保了每一场营销战的创造力和有效性。自从1992年进入中国市场，28年中奥美帮助了许多本土、国际客户在中国市场取得成功。
我们的价值观
奥美自进入中国市场的初始，就一直坚守着“尊重人，尊重知识， 尊重创意”的信条。我们将此视为第一要务。奥美相信：只有员工时刻保持高涨的士气并精益求精，才能保证给予客户最优质的服务。
为激励员工朝着奥美的愿景和目标而不懈努力，我们于2018年凝练了以下五点核心价值观：
- 永不自满
我们时刻谨防沾沾自喜。
高估自我，不夸大成绩。
我们时常自问：能做得更好些吗？能做得更多些吗？能走得更远些吗？
我们要做永远追求卓越的人，从不止步于常规。 - 全民创意
创意无处不在，人人各有奇想。正如大卫·奥格威所说:“好想法不问出处，你也是创意源头。”创意，并不被某些部门独家垄断，不为某些头衔绑定专属。尊重创意，就要尊重任何人产出的创意，也尊重每一位产出创意的人。无论是你是我，是主是客，出于何时，起于何处。 - 精益求精
我们执着于自己的技艺，也看重同样执着于技艺的人。
我们致力于以我们的产出为品牌增添光彩，无论是一部影片、一处设计、一行代码，还是一段体验。
为此，一套技艺过人、潜心雕琢的专业班底，绝不可少。我们坚信，痴迷其中，方能技艺过人，用心打磨，才会无穷精进。 - 灵活协作
我们相信，要构建“一个亲密无间的奥美”，就要将背景相异、各有奇能、视角不一的人们联接在一起，成为一个紧密而灵活的团队。我们的事业肇始于一个既做过农夫、销售、情报员，也当过厨师的创意人员。他一生拒绝设限自封，我们又怎能画地为牢？ - 探求不止
“我们渴求知识，如同猪寻觅松露般迫切。”
客户的品牌、数据、产品，以及他们所面对的一切，我们都竭力深挖，努力洞悉。我们问出一个又一个“为什么？”，让深藏的洞察得见天日。再用一个个“假如……”，让神奇的改变由此发生。
爱才有道
我们相信奥美的强大源自于团队的智慧以及我们所雇佣的人才。奥美承诺为员工提供多元包容的办公环境。来自中国和其他18个国家和地区的伙伴构成了奥美中国的员工群体，其中女性员工占比近70%。中国区管理层中女性占比达到56%。正如奥美的创始人大卫·奥格威所说，“我们不存任何偏见。不论宗教、种族、性别或性取向，晋升发展的道路对每个人都是开放的”。
我们珍视每一位进入奥美的同事，尊重每一个奥美人的发展。为此，我们建立了一系列机制和项目帮助员工在这里汲取养分，获得归属感。
培训与发展
奥美对训练的重视在业界享有盛名。我们所投资的心力、劳力、以及物质上的付出，都不断证明奥美培育业界人才的决心。因此，无论视奥美为成就自我的终身职场，或是事业发展的重要过程，员工都将在奥美不断学习与成长。
奥美在制定培训计划时，会考虑因材施教、多元化和自我充实，以期得到更好的培训效果。在业务趋于整合的新格局下，奥美以六大业务专长为基础，设计开发了多维度的培训课程，并定期邀请行业内外资深人士进行嘉宾分享，使员工能从中获得前沿资讯和经验， 从而更好地迎接新的挑战。与此同时，自2018年起，奥美引入了MBTI工作坊帮助员工提高自我认知，增进团队沟通与协作。
奥美始终关注个人的职业发展。通过“职业发展对谈”，我们可以倾听员工对自身发展计划的真实声音，这也为领导者明确其团队成员的职业目标、从而激发其动力提供了绝妙契机。而内部转调机制，则确保了员工能在更广阔的平台上发展多种多样的职业可能性。此外，奥美还启动了未来领袖成长项目。被提名的员工有机会参与全球奥美及WPP集团网络中的领导人综合训练，并接受专业人士的一对一高管教练辅导，以促进全面的个人成长。
沟通
在奥美，我们致力于打造倾听的文化。自2017年起，我们引入了每季度一次的HundredX即时调查，以此及时倾听并响应员工针对特定议题的反馈。除此之外，奥美持续多年开展更为全面的年度全球人才调查，并通过对数据的分析制定行动方案，改进管理方式和工作环境，从而不断完善组织与行为。
奥美注重建立直接透明的沟通渠道，营造愉快开放的工作环境。奥美 “学长制”，是为辅导刚进入奥美的新人而设立的，目的是借由学长对环境的熟悉和文化的理解，使新人能更顺利地融入奥美, 结交朋友。同时，每季度公司领导人会发布全员邮件，分享行业动态及业务进展，使每一个奥美人都能了解到当下的成绩与挑战。此外，我们也推出了不同的人才项目以配合业务整合的趋势。“团队速配” 以轻松趣味的一对一交谈形式促进彼此了解；“奥美红队”则进一步鼓励大家在实际作业中充分融合，并运用奥美的品牌核心价值观，推动业务的整合发展。
人才保有
奥美相信，员工良好的工作体验对企业的健康发展至关重要。在奥美每工作满5年就会获得一枚纯金纪念金币，这一金币项目旨在嘉奖和感谢员工的辛苦付出和共同成长。奥美最大的神秘组织“福委会”，由员工自愿报名加入。主题年会、员工折扣、节日活动、公司旅游、周边定制等等，都离不开福委会成员的策划和执行。此外，出于对员工健康因素的考虑，除了每年体检以外，奥美员工在特殊或极端天气时可在家办公。
作为整合创意网络，奥美致力于让品牌有意义，这一切都始于让人发挥其最大价值。奥美中国一直以来奉行“以人为本”的企业文化及多元价值观，坚持与员工携手并进，共同创造开放透明的工作环境。随着员工需求的不断变化，奥美也将一如既往地关注人的成长，使每一个奥美人都能充分释放自己的潜能与才华。
“有些人在这儿度过了整个工作生涯。我们必须尽全力使大家在此有个愉快的经验。”
— 大卫.奥格威
