Ogilvy values industry experience as it will help provide their clients with high-quality market assessments during the strategy building process. Hiring managers at Ogilvy want to see if your industry experience overlaps with those in which their clients compete.
When sharing about the industry, you feel most confident working on, talk about why. Research the industries in which Ogilvy's clients compete and highlight any of your industry experience that may be directly related to one of them.
Ogilvy Public Relations Worldwide Interview Questions
Ogilvy's clients compete in a variety of industries. Industry experience is helpful, particularly with market assessments. Which industries do you have experience with and which one do you feel the most confident working on?
Ogilvy values industry experience as it will help provide their clients with high-quality market assessments during the strategy building process. Hiring managers at Ogilvy want to see if your industry experience overlaps with those in which their clients compete.
"My previous positions have allowed me to work with a few different industries. These include the Technology, Consumer Packaged Goods and Professional Services industries. I feel most confident about my knowledge of the Consumer Packaged Goods industry where I had many different roles in the marketing department. Working in different roles allowed me to gain a more holistic view of marketing for this industry. I think my experience and knowledge of this industry can help Ogilvy better serve their CPG clients."
"I have experience working in the Retail and Financial Services industries. My work in the Financial Services industry spanned over a decade, and it provided me with valuable knowledge as I moved through many roles within and outside of marketing. I gained well-rounded industry experience where I learned about the competitive landscape and consumer trends. I am confident that I can contribute valuable insights to the marketing strategies of Ogilvy's financial services clients."
What do you find to be the most difficult aspect when helping clients build their marketing strategies?
As a consultant, there may be challenges you face when undertaking the task of building a client's marketing strategy. Being external to the company gives you a fresh, unbiased perspective on the current situation, but there is much to learn to help you execute your task effectively. Ogilvy is looking for someone who can learn about its clients' cases thoroughly and efficiently.
Talk about the most challenging aspect you encountered while serving as an outside marketing strategy consultant and how you dealt with it. If you have never had the role of an external consultant, refer to your internal marketing strategy work experience and the challenges you may have faced. Hiring managers at Ogilvy want to know you will be ready to face any difficulties that may arise from their clients' projects.
"Working as an external consultant, it was usually a challenge to gather information and data to begin the strategy building process. However, I found the most challenging aspect is learning the culture of the client's company. I think learning culture is an important aspect of the process as it affects the overall marketing strategy and goals for the company. Learning the company culture also has helped me more effectively communicate with the key players in the strategy building process. My experience dealing with different corporate cultures will be put to good use at Ogilvy."
"Although I have not worked as an external marketing consultant, my work experience has included direct involvement with marketing strategies. Having been involved with most phases of the strategy building process, I find the most challenging task to be putting the "puzzle pieces" together - taking the information and creating a story about where the company is at from a marketing perspective and what needs to be done to reach its goals. However, each client project has given me valuable experience to use while working at Ogilvy."
Brand development is a continuous process. At Ogilvy, we help our clients with brand tracking efforts. Describe your experience with the brand tracking process.
Brand development is ongoing as clients' industries and customer preferences change. Tracking allows Ogilvy's clients to monitor their customers' and the general public's perception of their brand. In doing so, it allows them to make adjustments to the strategies they have in place.
Talk about how any experiences you may have had with the tracking process, whether from analytical or strategic perspectives. Include a specific example of what you learned from the brand tracking process and how it affected the strategic changes made.
"I have been fortunate to have had the opportunity to manage several brand tracking surveys. These experiences have allowed me to understand better the measures to track to ensure a clients' brand is healthy. With one particular client, we were able to measure the damage to its brand after a product recall took place. Through the data, I was able to define what aspects or topics needed to be addressed in a public relations campaign to mitigate further brand damage."
"In my past positions, I have taken a strategic role in working with brand tracking data. My experiences included opportunities to make strategic decisions based on learnings from brand tracking studies. Through one particular tracking study, we learned that customers did not perceive that my client had a strong bond to the community. Because of this finding, I initiated a campaign to highlight my client's work with non-profits in the area. I believe my ability to synthesize the data and translate it into actionable steps will help Ogilvy better serve their clients. "
When working with Ogilvy's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.
Community Relations can play a significant role in public relations campaigns; therefore, Ogilvy's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.
In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client.
"My work experience in public relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light."
"Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact on the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."
Describe a time when a video marketing strategy you worked on was not as successful as you hoped. What lessons did you learn from the experience?
Ogilvy is looking for candidates with well-rounded experience in building video marketing strategies. Hiring managers at Ogilvy understand the value of learning from past experiences to improve strategies. They are interested in hearing about what you have learned from your previous work.
Select a meaningful lesson you learned while working on a specific video strategy. Describe how you applied what you learned to future video-related marketing projects.
"Over the years, I have been fortunate to learn many lessons while working on video strategies for clients. I have learned that consistent messaging is an important aspect to consider while creating marketing videos. While working on one of my first video marketing projects, our team focused more on creating an attention-grabbing video and failed to consider how it would fit into the overall brand strategy of the company. Those who viewed the video did not connect it to my client's brand, and it only caused confusion. Now when planning video strategies, I make sure to consider the overall brand strategy as the foundation."
"I have learned that it may not be appropriate to use one video for all channels. It is critical to consider the channel when creating a video strategy. We failed to do this on a particular video marketing project, and the response to the video was not optimal on most channels. I learned how vital it is to consider the audience that uses each channel as well as the video format. For example, videos posted on Facebook should be shorter, and clients may consider captioning the video as well. My experience with video strategies will be valuable in helping Ogilvy's clients avoid similar mistakes."
Ogilvy helps companies to build brand identities that accurately represent their core values while creating a lasting connection with their target audience. In your opinion, what is the best way to build a brand across digital platforms?
The interviewer wants to hear about your knowledge of digital loyalty branding from a generalized perspective, and about the experience you have in this area. You can speak to today's standard methods and provide your opinions on them supported by market research or past professional projects.
Avoid diving into specific aspects of branding that are not directly related to the question. When speaking of a connection with the audience, you should refer to the emotions a brand evokes and the resulting relationship to their audience.
"While researching online brand loyalty campaigns in the past, I've found the first place to start is by studying the audience and their preferences. Once I've learned these, I need to concentrate on advertising efforts where they spend most of their time online in their preferred formats. Next, relatable messaging raises their awareness and interest in the brand. For example, if I wanted to promote a new video game to the tween demographic, I wouldn't try to reach on lifestyle blogs or traditional TV. Studies show that this demographic, 10-13-year-olds that love video games spend a large amount of time on YouTube, SnapChat, and newer video and photograph sharing platforms that are emerging. In my opinion, finding the audience across various platforms where they already feel most comfortable is the best way to stay in front of them, generate and hold their interest."
"In my opinion, the best approach to digital branding campaigns online is setting the foundation of what our brand truly is. What is the heart of what we do and what is our message? Next, we must ask who is moved by our message, or who is our audience? What platforms and apps do they use and hang out on, online? What motivates them and how do they make decisions? All of the answers to these questions will allow us to build a strategy to catch their interest in our brand. To retain this interest and build loyalty, I've experienced that it's effective to take cues from campaigns that have already made an impact on our audience, while testing new designs, copy, promotions, etc. that are consistent with the feel of our brand, but we also need to keep things from getting stagnant, excite, and delight. Long-term consistency in our messaging and targeting to meet our audiences' expectations over a long period to build trust is crucial."
The technology available to our campaign managers is continually changing and improving. How do you remain current with the changing industry?
To add value as an Ogilvy team member, it is crucial that you remain current to changes in the industry. Whether through formal or informal means, hiring managers want to be assured that you will make strides to stay informed and continue learning about trends and new developments in the digital advertising industry. Through your response, convey that you are interested in professional growth that will contribute to Ogilvy's strategic goals.
"From my experience in the digital advertising industry, I have witnessed the many technological changes and improvements that have benefited marketers. I understand that to get a full picture of the industry climate; you have to go outside the company's walls. I belong to several industry professional groups online where I am informed of seminars and training sessions as it relates to digital advertising technology. The information I acquire from these gatherings has been valuable as I implement my learnings into my job responsibilities and share with other team members within the company."
"My experience at various companies has shown me that informal learning can be just as valuable as formal training sessions or seminars. I continually seek out ways to learn more about the digital advertising industry, whether it's from the technological side or the creative side. By connecting with clients, co-workers in other departments or professionals in my network, I have gained valuable insights into the digital advertising industry. The knowledge I gained has given me new perspectives on my work and the industry overall while giving me the tools I need to add value to the company."
Ogilvy strongly believes in continuously evaluating video marketing strategies. What measures do you find to be the most important to consider when assessing video strategies?
Candidates should be analytical and be aware of measures to consider with video strategies. Ogilvy's hiring managers are looking for someone who has experience measuring the success of video marketing strategies.
Talk about a couple of measures you have found to be helpful when evaluating the impact of video marketing. If applicable, share details of a particular project where you used these measures.
"In my experience, I have found that Engagement Rate and Play Rate are two important measures to consider when evaluating a video strategy. Engagement Rate measures the interactions people have with your video, looking at the proportion of the video viewed. This measure will indicate the effectiveness of the messaging in engaging the viewer in addition to giving clients direction on the optimal length of the video. The Play Rate measures the number of people who clicked on the link intending to watch the video. This measure is an indicator of appropriate channel selection. For one particular project, using both of these measures, I learned that specific social media channels were not as effective with the video marketing strategy."
"With the popularity of social media channels for advertising, the number of shares is a great initial indicator of the impact of a video strategy. If a video viewed through social media resonates with a person, they are more likely to share it. General comments made to the video post give my clients a sense of whether the video was received positively or negatively, and sometimes they may indicate reasons why. With one particular video strategy, a video saw frequent shares, but I learned through the comments that these shares were not because of a positive reflection of the brand. Therefore, I have learned it is important to look at measures together and not in isolation."
What have you done to increase your knowledge and experience working in Consumer Advertising in an agency environment?
Ogilvy appreciates employees who take the initiative to continue their professional development. Although external sources offer value, hiring managers want to see that you have the drive to find learning opportunities within your work environment regularly.
Describe times where you took steps to learn something outside of your specialty or department to expand your knowledge on consumer advertising. It is acceptable to mention resources external to the agency; however, be ready to share examples within the work environment.
"Throughout my marketing career, I have learned the importance of understanding various aspects of advertising. I have taken steps to better understand my co-workers' roles in different departments within the agency. Continuously working in cross-functional team settings is very beneficial. However, in doing so, I make sure that I understand the individual and departmental roles at a higher level of detail. I make an effort to ask thorough questions, and if things are still unclear, I meet with a particular co-worker or department individually to better understand the role they play in the client project."
"I make professional development and training a priority by carving out a portion of my weekly schedule to devote to learning experiences. Sometimes, its to attend seminars, conferences or to read industry journals or blogs. Other times, I find opportunities to learn from my colleagues. I believe understanding the other roles on a client project team helps me do a better job executing my responsibilities as it gives me a holistic view of the project and process. It helps me understand how my role affects others and vice versa."
What are some traditional marketing methods, compared to digital marketing, that are still highly effective when incorporated and why?
When asking this question, the interviewer intends to find out what marketing methods you're familiar with outside of the digital space, which you find to be most useful, and their outcome in your campaigns.
When answering, try to avoid mentioning methods you don't employ so that your opinion is backed with meaningful examples. If your professional experience has been focused primarily on digital, you can state this. Then without over-generalizing, mention non-digital methods that are heavily in use to-date and why you believe that is.
"I work with various clients that sell retail products. While loyalty campaigns can be digitized, they still provide consumers with the option to clip coupons and hold physical reward cards that can be swiped or punched during visits to accumulate points or take advantage of promotions. Loyalty cards provide exciting experiences for consumers when they check out at the cash register. Being awarded for shopping and saving money is satisfying and makes them want to return. Even more popular are coupons. By providing the customer with a coupon, you're providing an incentive to shop in a place or buy an item they may not have otherwise. Because of the discount, customers are empowered to try the product - and if they like it, it's a win on both sides."
"Traditional marketing tactics that are very effective include referral programs, telemarketing, and mailpieces. They can be overlooked, considered too aggressive, or old-school for some marketers' taste, but they do still work. Referral programs, for one, work because word-of-mouth is still one of the most popular and natural ways that people hear about products and services. A happy customer will already sing your praises, but if they're given an incentive to tell others about you, they become more motivated. Telemarketing is effective because when you get a prospect on the phone, you have their undivided attention for at least a few seconds. This undivided attention helps you break through to consumers that have learned to bypass electronic communications due to being constantly overwhelmed by a sea of text in emails, on social feeds, etc. Mailpieces work similarly. Since many companies have opted out of sending marketing materials through the mail, there's now less competition, and it can be easier to get a prospect to read a letter."
An important first step to the marketing strategy building process is conducting a market assessment centered around the Customer, Company and Competitor. Of these three, which do you feel you are most confident at assessing?
Hiring managers at Ogilvy are trying to assess your strengths and possible weaknesses. As the initial step, this process is crucial and affects all subsequent steps and resulting recommendations. By identifying your strengths and weaknesses, managers will be able to see if you are a fit for the balanced team Ogilvy managers are looking to build.
When responding to this question, do not be hesitant to reveal weaknesses. Instead, be ready to explain how you are prepared to learn from other team members at Ogilvy and gain experience to serve clients better.
"My past project work has given me valuable experience in completing thorough market assessments for marketing strategies. Based on this experience, I am most confident at assessing the Customer. This confidence is based on my analytical experience gained through marketing research which has given me an understanding of what data is available to assess the client's current customers. Also, the marketing research data has also included market opportunities that allow for the identification of future customers. Although I have had limited experience assessing the Company and Competitors, I look forward to gaining additional knowledge in these areas from fellow team members at Ogilvy."
"My experience in the marketing field has given me wide exposure to evaluating both internal efforts and industries overall. Through analytical projects, I have been able to assess marketing strategies and make recommendations to make changes to better target customer segments and address industry competition. I am confident my experience and knowledge will prove to be an asset for Ogilvy."
Talk about your experience building or contributing to marketing strategies. What was your specific role and how did it fit into the bigger strategy?
Most marketing team members contribute to the overall marketing strategy in some capacity, at times without even realizing it. The hiring managers at Ogilvy want to gain an understanding of your specific roles, and how your experience may add value to the strategic marketing services offered to its clients.
It is essential that you have an understanding of how your work has fit into the more significant strategic landscape. Ogilvy is looking for professionals who can get into the details, but also can refocus, when necessary, to look at the 'big picture.' Share brief information about your marketing roles, but focus your response on how your work helped build or execute the overall marketing strategy at your company.
"Much of my work in the marketing area has been with consumer research as an Analyst and Project Manager. In these roles, I have measured the effectiveness of marketing strategies to strengthen brand loyalty and ultimately increase sales. The research and analyses I have executed have helped to revise and build marketing strategies to best meet the needs of the company at a given time. With my experience, I believe I will be able to help Ogilvy's clients evaluate their current strategies and develop new ones to help them better compete in their respective industries."
"My background and work experience have been primarily in the area of marketing communications. With all my work experiences, I have been required to work with fellow team members from Marketing Research, Product Development, and Sales. This reach has given me different perspectives on how the work of these groups contributes to the overall marketing strategy of the company. My work specifically has required me to have a strong understanding of the industry and company goals. Without this understanding, I would not have been able to execute the marketing strategy from a communications perspective."
Storytelling has become an essential part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?
Here you can provide an answer that briefly explains what big data is and how it can be used to craft stories an audience will relate to. You can give specific examples of kinds of data that can be used, or that you've used in the past, as for storytelling in a campaign.
Don't focus more on explaining the storytelling process in your answer; your answer should primarily focus on how to use the data to contribute to the process.
"Big data is important in marketing campaigns because of the insight it provides into the behavior and other personal aspects of your audience. When using it for storytelling in your campaign, you want to know what your audience cares about and how your brand or product relates to an emotional level. Let's say that you are marketing an accounting service for small business. You have collected a huge amount of data to understand the challenges and needs of people that would benefit from your services. The data shows a pattern of small businesses frequently switching accounting software. Digging further into the data, you find that a major frustration they are experiencing is finding a robust yet budget-friendly solution. Instead of just telling this group how your service compares and the price, you can evoke their emotions by telling a story of someone who was just like them and how your service solved their problem. The data has now allowed you to connect to the human side of your prospect in a way that posting product specs and pricing alone will not."
"Having a system to use big data efficiently allows you to identify behavior, trends, and interactions within your audience. It lets you humanize and customize your advertising so that it's meaningful instead of disruptive to them. From big data, I've extracted information that tells me what kind of person buys a product, how much they spend on it, when they buy it, how long they use it for, and what makes them want to repurchase. Having this information, I get a clear picture of who is interested in a product and why. Understanding much of their background and history, I know when they'll be receptive to learning about a new product and at the right time, I approach them with a story of someone who is like them, shared similar struggles, and how they were lessened or resolved by what I have to offer. This is a human-centric, problem-solving approach that companies can use to achieve a lasting connection that can't be earned using the outdated approach of demanding consumers' attention and telling them what they need."
At Ogilvy, we believe in learning from other companies' public relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns?
Ogilvy believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same mentality.
By sharing a specific campaign that provided a learning opportunity, it lets hiring managers at Ogilvy know that you are proactive in learning to build high-quality PR campaigns. It also shows your ability to identify areas for potential improvement in campaigns that were not entirely successful.
"The Dove Real Beauty campaign was a successful campaign for the Unilever company as it addressed an alarming statistic - at that time, only 2% of women considered themselves to be beautiful. The campaign used 'real' women in the campaign as opposed to professional models. Unilever was successful as initiating the conversation about real beauty, and it increased sales during the campaign. I believe it was successful at identifying a theme that many women could relate to, creating a successful connection with its target group."
"A Pepsi Ad starring Kendall Jenner in the middle of a Black Lives Matter protest. The problem with this campaign was it minimized the seriousness of this movement as it portrayed a Pepsi being the solution to this deep racial issue. I learned from this campaign how important it is to get feedback from people of various races and backgrounds. If the Pepsi team performed this qualitative research before the release, Pepsi likely would not have faced the backlash. Money and time spent on research are worthwhile to avoid potential damage to the company image and brand."
Ogilvy is looking for candidates with a variety of experiences in consumer advertising. What types of consumer advertising projects have you worked on in an agency environment?
Ogilvy would like to understand better your experience working in consumer advertising. Your response to this question will help managers determine if you are a good match.
Talk about different projects or roles you have had working for advertising agencies. Projects or tasks can include writing, creative or media buying. When talking about your experiences, mention what skills you have attained through your various roles.
"While working at a few different marketing agencies, I have taken on various roles including writing and project management. My writing experience has helped me develop my communication skills across different mediums including print, radio, television and digital. My project management roles have allowed me to gain a holistic view of consumer advertising. As a project manager, I was able to understand better the process of developing consumer advertising campaigns and the role of each group within the
"My advertising agency experience as it relates to consumer advertising includes roles in media buying and the art department. My work in the media buying department allowed me to understand better the different advertising vehicles available and the factors considered when choosing media. While working in the art department, I learned how the creative needed to be tailored to the media vehicle and target market to deliver the message to the end consumer effectively."
What types of marketing videos have you found to be effective in strategies you have worked on?
Most of Ogilvy's clients advertise through digital channels. Which digital channels are you most familiar with and what has been your experience using these particular channels?
The ability to write clearly and succinctly is vital when building public relations campaigns for Ogilvy's clients. How have you developed and strengthened your written communication skills through your prior work experiences?
Ogilvy has worked with some of its clients on their content marketing strategy, which is an essential aspect of brand development. What role do you think content marketing plays in developing brands?
Ogilvy helps companies to establish an essential aspect of their overall marketing strategy: positioning. How have you helped with a company's positioning strategy in the past?
In the early stages of strategy building, it is essential to evaluate a client's business both internally and externally thoroughly. When working on marketing strategies for Ogilvy's clients, what initial steps would you take?
Ogilvy is looking for candidates who can handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis?
If you could only pick one area of focus to build on and connect with a target audience, what would it be, and why?
Ogilvy creates and executes marketing plans, but they are only useful if the products and services are relevant in the marketplace. What role does marketing play in ensuring that companies' offerings meet current consumer demographic?
Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
Ogilvy is looking for a Public Relations expert who can communicate persuasively. Share with us a time you worked on a PR campaign that successfully persuaded a client's customers or the general public to respond.
What is an example of a market segment you've worked on in the past and how did it help the campaign you were working on?
Describe your experience working with digital advertising.
What is an example of a small detail that can make a big difference in marketing?
Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with Ogilvy clients?