Ogilvy Switches To Roam

Brian Morrissey of Adfreak is reporting on a new idea emerging from Ogilvy.

Chris Wall, co-chief creative officer at Ogilvy, intends to launch an agency offshoot called Ogilvy Transient. Wall described Transient at the shop’s Verge conference yesterday, and it doesn’t refer to an underbathed creative. It’ll be a roaming, experimental agency unit that aims to produce “brand journalism” for clients, with creative types thinking like editors. (I think this means low pay.) Ogilvy Transient’s “band of storytellers” (regular agency slobs, plus sexy outsiders, like a “house novelist” and “independent filmmaker”) will roam the land desperately seeking inspiration and the Big Idea. “We will go where the story is and create on the fly,” Wall declared.

Commentators at Adfreak are making fun of the idea, but I think it’s right on. Great ideas don’t exist in a vacuum.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.