Today, Ogilvy has announced the appointment of Jon Iwata, former senior vice president and chief brand officer of the IBM Corporation, as a senior advisor to The Ogilvy Group, and the inaugural Ogilvy Fellow at the Centre for Customer Insights at Yale School of Management (YCCI).
CEOs are increasingly embracing the role of their companies to create value for all the stakeholders who matter to their success – customers and investors, of course, but also employees and society at large. They are doing more than communicating the purpose of their companies. They’re using purpose as a core driver of growth, taking positions and adopting policies to address societal issues – from climate change to social equality – and transforming their corporate cultures to match words with action. All of this has significant implications for how companies are led, brands are experienced and, most importantly in this era of data, how stakeholders are engaged – as unique individuals, rather than 'audiences' or 'segments'.
The new fellowship at YCCI will explore these implications with a focus on the new skills, management systems and capabilities that companies need to build trusted relationships with their stakeholders.
Jon Iwata is the ideal inaugural fellow. He has been a valued client of Ogilvy for over three decades and was the guiding force behind some of Ogilvy’s most recognised IBM work, including 'e-business', 'Watson' and 'Smarter Planet'. Jon is one of the world’s leading strategic thinkers on the integration of business strategy, brand, culture, and what it takes to build enduring trust and sustainable value in the corporate brand. He is an inductee of the Marketing Hall of Fame, the CMO Club Hall of Fame, and the B2B Hall of Fame. He was named a Brand Genius by Adweek in 2017.
As founder, David Ogilvy built a corporate culture of continuous learning, referring to Ogilvy & Mather as a teaching hospital for creative communications professionals. Throughout its history, Ogilvy’s purpose has been to make clients’ brands matter to the world. Today, brands face extraordinary challenges to be relevant and engaging, to be trusted, to be meaningful and valued by all the audiences, or stakeholders, they serve.
It’s an "extraordinary opportunity" for Ogilvy to work with Jon and the YCCI to study and share how best to grow and steward brands, particularly corporate brands, in this new era, with the team agreeing that David Ogilvy would be proud that his dedication to building brand and business value for the benefit of all audiences is alive and well today.
Ogilvy will be collaborating with and convening its clients and other stakeholders from around the world over the next 24 months on this important initiative, sharing their learning with those who are passionate about making brands matter for all.