Positioning the Agency as a Brand

Shelly Lazarus
Chairman and Chief Executive Officer, Ogilvy & Mather

Good morning, I am delighted to be here with you and to be part of this very successful conference.

I am glad to see there is such strong interest in a communications agenda. Frankly, I think the discipline of public relations, or corporate communications as we call it at Ogilvy, is vital to your success in the advertising marketplace today. That's because I believe passionately in the power of brands. I believe everything we know about the power of brands can be – in fact, must be – applied to our own companies. And I believe the discipline of communications is the means through which we create and position our brands.

You might ask, can we talk about an agency as a brand the way we talk about Dove or Maxwell House or American Express? I think so.

I think we could all name off the top of our heads agencies that we'd consider to be clear-cut brands – all different and distinctive: Leo Burnett, Fallon McElligott, Young & Rubicam, BBDO, Wieden & Kennedy, Chiat/Day.