The bean counters truly are in charge of OgilvyAmp, the new WPP unit dedicated to data-driven decision-making.
Todd Cullen, who joined Ogilvy & Mather last year in the new post of global chief data officer, will lead OgilvyAmp. He said the goal is “using data to inspire creative work or creative thinking.”
According to The New York Times, 300 employees of Ogilvy & Mather are being devoted to OgilvyAmp, handling tasks that include data strategy and planning, analytics services and data management.
Amp, which is short for amplify, is inspired by the beliefs of David Ogilvy himself. The agency’s namesake was known for encouraging his employees with overly dramatic sayings like, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
OgilvyAmp will collaborate with Grey, Kantar, MediaCom, Millward Brown, Mindshare, J. Walter Thompson, Y&R and Wunderman.
