Re-engaging the brand with the Malta consumer in 2002. To read the full case study click here

Ogilvy was approached by Wyeth to assist in lobbying policymakers to adopt a national immunisation programme to protect children below 5 years of age. Ogilvy compiled message formulation and strategy containing media outreach, public relations and organisation of a specialist medical workshop where healthcare professionals and policymakers could share the latest scientific information and discuss areas of common concern during European Immunisation Week. To properly manage Wyeth’s reputation in this assignment, Ogilvy compiled a database of all key policymakers, paediatricians, public health officials, GP’s and other stakeholders and a communication strategy to reach all groups using direct marketing, a call centre, e-marketing and media. The core message, “7 reasons why you shouldn’t be immune to immunisation” was featured in a full page, long copy, press advertisement placed in the national press. Ogilvy produced the event on a turnkey basis by handling media relations and writing press releases as well as compiling slide decks for speakers, producing collaterals including the workshop programme, digital marketing, scripts and provisioning call centre services. The results? Attendance targets for the workshop were reached and surpassed. And weeks later, the National Advisory Board on Immunisation made a public announcement that vaccines against infections in children should be made available for free on the National Health Service. Mission accomplished.

Ogilvy set up a programme to provide a more holistic approach to marketing Malta as a financial services jurisdiction and European Financial Centre not just in overseas markets but in the home market too. Ogilvy was tasked to develop an Affiliate Sponsorship Programme for FinanceMalta endorsing 60 local firms to act as a virtual relocation agency for those companies that were to domicile in Malta for the first time as well as to service FinanceMalta’s corporate membership. The benefit of the Programme was to give these new company arrivals direct access to best-of-breed product and service providers in Malta as part of their settling-in process. It also enabled those domiciling here, or those already domiciled here, to more easily find business partners that exemplified Malta’s qualitative advantages as a jurisdiction. See the financial results of this Ogilvy project in the case study.

BIC began a public safety campaign in 16 European countries to flag up the dangers of non-compliant disposable lighters in the hands of small children and to lobby legislators to increase the power of legislation to ban the importation of these products from the Eurozone. On behalf of BIC, APCO Worldwide conveyed its appreciation for Ogilvy Malta’s contribution to this campaign. That appreciation extended to the added initiative taken by Ogilvy in unearthing the Malta side of this story and to the quality of the national press and on-line media coverage that it generated. Of the 27 countries involved in this project, APCO noted that Malta was the only country market that took the trouble to take the story beyond the standard press release format provided for the occasion. Greater coverage of the story in local news channelswas the result of that initiative.

These ads were first seen in the local business press for the IoD Malta’s Corporate Governance series in 2008. The communication objective was to appeal to the reader’s intelligence and gain his active involvement in the advertising message by making a booking to attend this management workshop series. To move away from using a stereotypical information-only delivery used by the local communication industry for such an event, the concept sought to engage the reader in selling the issues of directors’ liabilities reinforced by a beautifully crafted, low-key layout, reflecting the serious tone of the sponsor, the message and its target audience. The copy and the concept, too, delivered on a one-to-one dialogue with the reader at a level of intelligent engagement not normally found in this market. By bringing a management issue into the advertising, Ogilvy had, at last, established a definite brand image for the IoD that had not been seen before in this management services category in the national press.