Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Today we published the news of the partnership between Imago advertising agency and one of the most creative global networks, Ogilvy & Mather. Since the news aroused great interest of our readers, while the iron is still hot, we wanted to publish an interview on this topic with Damir Ciglar, CEO and co-founder of Imago. A couple of hours ago we sent him the questions, and he answered them in Doha (Qatar), where he is on a business trip.
Media Marketing: Why did you decide to join a big global network?
Damir Ciglar: Imago advertising agency has existed for nearly a quarter of a century, and throughout that time we have emphasized our independence, which is, I believe, one of the reasons for our success and longevity. We work with self-developed knowledge, tools and processes that are obviously still current, developed on the basis of collaboration with primarily international clients.
However, none of us from this region are ‘blessed with geography’ when it comes to new tools and knowledge, with special emphasis on interactive (digital) marketing, because they are simply nonexistent in this region or would be too expensive to develop, and that is, frankly, the main reason for joining a global network. The knowledge and tools that we can get from Ogilvy and OgilvyOne (as well as an important network) are an ‘instant’ solution with which we can make a bigger step forward in the quality of our ideas and services, which would otherwise be slower. In times of rapid change we also have to know how to respond quickly.
Media Marketing: Why Ogilvy?
Damir Ciglar: Frankly, with its position in world markets – both in creativity and in efficiency – as well as with its history, Ogilvy&Mather represents the first choice for most creative agencies. Over the last four years they have been the most awarded agency network at Cannes, and for two out of the four years they have been the most efficient, according to the Effie index. Also, regarding the knowledge, tools and experience they have in digital communications, they represent the largest development potential for Imago, so the decision was not difficult (although the process of formalizing our collaboration was lengthy).
Basically, I think that we share the most agency values with Ogilvy, so in Ogilvy we see the greatest potential for Imago.
Media Marketing: Negotiations lasted almost two years. What was the reason for such lengthy negotiations?
Damir Ciglar: We ‘clicked’ very quickly, and both sides expressed the desire for cooperation. But we wouldn’t agree to one of the conditions, which was to sell the share in Imago. Of course we’re not afraid of our new partners, with whom we will improve our business, but first we would like to be sure that things will work as we want them to, on both sides.
In addition, Ogilvy’s main ‘hub’ in our area is Greece, so the events in the Greek economy also had an impact on the length of the process.
And every agreement we reached had to receive a ‘blessing’ from London central, since London central is the signatory of the initial contract.
All things considered, it was actually a short process :)
Media Marketing: What is the ownership structure of Imago like now? How much went to Ogilvy?
Damir Ciglar: The ownership structure of Imago hasn’t changed, but we left the options open, for when we are sure that our cooperation is panning out as planned and as we want it. Of course, it’s better to have a small part of a large, fine cake, than a large part of a small one, right?
Media Marketing: In which markets will you act together?
Damir Ciglar: We are starting our collaboration with the Croatian market, but soon we plan to open an office in Slovenia which should be a shared partnership investment, which also attracted us to collaboration with Ogilvy. So Imago is not just a service provider in the market (or markets) where Ogilvy is not present, but we will open new markets together, which indicates that they see Imago as a good development partner, not a mere executor.
Media Marketing: Which of Ogilvy’s big clients will now come to you, and how much of the overall structure of your work will fall on servicing the network clients?
Damir Ciglar: Taking over Ogilvy&Mather’s network clients won’t happen automatically or overnight. The pace at which the need arises for cooperation between Ogilvy’s clients and Imago will set the pace of taking over the network clients. For now we have taken over looking after Allianz Insurance, for whom the parent Ogilvy&Mather agency, with which we collaborate, is in Dusseldorf.
Media Marketing: Will you be expanding the Imago team? Do you need new specialists to cover everything?
Damir Ciglar: We are currently looking for designers and copywriters, so I use this opportunity to invite the best to come forward! Also, new positions in the client service are opening, so accounts, give us a call!
The attractive option of occasional exchange of personnel within the network also attracted us to join the Ogilvy&Mather group, and I am sure that most of Imago’s employees will want to gain additional experience in various markets of the network. Soon we will have workshops in Athens.
Media Marketing: When does the contract come into force? When will you start operating under the Ogilvy label, and what will the agency be called now?
Damir Ciglar: The contract already entered into force last month, but agreeing on the name and visual identity slightly delayed the public disclosure of our cooperation. As Imago is a recognizable brand on the local and regional scene, we don’t think that we should give up on that easily, and that Ogilvy will have more credibility if people know that the agency with which they are starting cooperation is an established and well-known agency, not a new or small one.
We will continue to use the name Imago, as well as our logo, with the addition of ‘Affiliate of Ogilvy & Mather’, and the official change of the agency name will happen when the ownership connection happens as well.