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Digital director

Descriptif de poste

OgilvyOne London are looking for a Digital Account Director to join the team asap!

OgilvyOne London is the UK’s leading digital and direct agency. We are Campaign’s Direct Agency of the Year.  We are a customer relationship marketing agency with a uniquely integrated approach to one-to-one communication. Digital is in our DNA – we have been in this space since the 1990s!

OgilvyOne’s vision is to move markets and develop brand value through ideas and to unlock the full value of our clients’ customers, but also move the brands and the organisations behind them into new territories. Our clients – a mixture of blue-chip global and domestic brands.

This is a great opportunity for a strong, ambitious, digital-savvy account handler to work on a global piece of business for one of the most well known brands in the world. You will be part of an integrated Central agency team, primarily responsible for planning and implementing the digital components of larger integrated 360°communications programs in key markets around the globe.

We are looking for candidates with strong client-servicing skills, a proven track record in delivering complex digital programs, comfort in managing many projects at once, and experience managing and working with integrated global teams.

Functions

• Key role in managing day-to-day relationship and operations with Brand and Product teams
• Responsible for the planning and implementation of key digital initiatives as part of global integrated 360° communications programs
• This is a global role, and at least 50% of your time will be spent liaising with and supporting local Ogilvy teams around the globe
• Proactively optimize current programs and identify new business opportunities
• Responsible for financial management of digital projects
• You will be directly managing an Account Manager and Account Executive, and responsible for interfacing with an integrated team of Strategists, Producers, Creatives, Information Architects, and Engineers on key projects. You will be responsible for managing the career and training for your direct report(s).

 

Interactions

• Client –Day-to-day liaison with Clients at all levels
• Agency –Day-to-day liaison across all departments – with ultimate delivery responsibility for all projects and your direct report(s)
• Partners – Coordination with Media, Events, and PR agencies

We demand the best from all our people no matter what job they do, or what level they are. We look for the bravest, most creative people. Those with a genius for cracking difficult problems, account people with creative flair, creatives with an understanding of business, those who can get things done. People who aren’t afraid to speak their minds or stand by their principles. People with great instincts who aren’t afraid to follow them. Those who will always aim higher.

In return for this bravery and commitment, OgilvyOne nurtures, encourages,protects and rewards its people.

Capacités et expérience souhaitées

Required Experience

• Extensive account handling experience working in an Integrated agency
• Interactive experience directing and implementing digital programs

 

 

Desirable Experience

• Some experience of the financial services sector ideal but not a must
• International experience preferred
• Experience with digital acquisition and conversion programs preferred

 

 

Required Skills

• Excellent Client Service skills
• Digital experience – including both site and display advertising
• Excellent management and motivational skills
• Excellent financial management skills
• Strong strategic ability for scoping and planning Interactive projects
• Strong written and presentation skills
• Strong negotiation skills
• Clear evidence of business development skills

Required Attributes

• Team player
• Clear thinking, intelligent, outgoing, sense of humour
• Self starter with an entrepreneurial flair
• Passion for the Client’s business
• Resilience

Account Director

Capacités et expérience souhaitées

Account Direction:

• Responsibility for developing strategic programme and finalising programme activity and budget with client.
• Direct account team activity to ensure appropriate tactical programme is developed and implemented according to OHW Med Ed quality standards and achieves objectives.
• Ensure staff ownership and responsibility for projects for all members of the team.
• Maintain strategic overview of account, and proactively advise client on new issues/external environment and contribute to strategic planning meetings with client.
• Keep abreast of outside issues and events and regularly review impact on programme and client objectives in accordance with Managing Director.
• Instigate brainstorms to develop the strategic, creative direction of accounts.
• In-depth understanding of financial status of account atall times.
• Ensure resourcing within the account is appropriate at all times.
• Responsibility for account/project profitability and maintaining agreed fee income.
• Responsibility for negotiating and establishing financial arrangements with client in accordance with the Managing Director.
• Responsibility for ensuring team adhere to OHW Med Ed job bagging system.

Client Liaison:

• Contribute to client marketing strategy and thinking.
• Monitor external environment and highlight keyissues/crises and work with the Managing Director/Management Team to inform the client of implications and potential actions required.
• Maintain social contact with client personnel and regular contact about account direction, staffing, issues etc.
• Establish and maintain a role as consultant/adviser to client in partnership with Managing Director/ Management Team.
• Responsibility for highlighting issue management procedures to the client for implementation by the account team.
• Organise annual internal review of account and work withthe Managing Director to implement outcomes.
• Organise client appraisal and support/work with the Managing Director to implement outcomes.

GrowingExisting Business:

• Create and develop opportunities for growing existing business within the confines of the programme.

NewBusiness:

• Responsibility for helping to develop and present newbusiness pitches.

 

 

 

 

ProfessionalRelations:

• Responsibility for building and maintaining key relationships  with opinion leaders(clinical, industry, NHS).
• Ensure each client team members have agreed role clarity and team SOP’s.
• Knowledge of client opinion leader profiles.
• Demonstrate innovation and creativity beyond client ideas.
• Identify opportunities to build opinion leader base and develop additional activity.
• Monitor and investigate ‘market intelligence’ using theviews of opinion leader regarding pertinent issues (external/product/competition) in conjunction with the Management Team.

 

General:

• Ensure understanding and implementation of all OHW MedEd procedures and quality standards.
• Keep work area tidy.

TeamManagement:

• Lead and motivate team to fulfil their potential and assume responsibility appropriate to their position.
• Ensure all client team members have agreed role clarity and team SOP’s.
• Make recommendations to the Managing Director on staffing and personal development.
• Ensure team understanding of client personalities profiles.
• Participate in interviewing high calibre new personnel.

Optimizing Viral Marketing

On the face of it, viral marketing optimization (VMO) bears little resemblance to more established digital marketing practices. In retail and lead generation the basic principle to optimizing conversion is long established as driving people into the funnel and then pushing them down it. Viral Marketing turns this funnel upside down. The viral marketing end is really a beginning. Success starts at that single point of conversion and moves wider and the benefits of optimizing the viral funnel get compounded in ways other marketers can only dream of.

So, if all VMO does is flip the funnel then can’t the same optimization techniques and practices that are used successfully on in other digital marketing areas be applied to VMO? I think so — since success in both disciplines depends on two common factors, reach and relevance. What viral adds is a third factor made up from parts of reach and relevance and critical to its success, repetition.

So what determines success with these three factors and how do we think about optimizing them?

Reach: Here you are trying to connect your messaging with the greatest amount of people. You’re casting the widest net possible and hoping to get some relevance in it. Search, Display, Email, Affiliate, Social, WOM — there are different channels to accomplishing this goal. There have been more than a few success stories here generated from SPAM and other forms of misleading ads. While this may be frowned upon the business goal is trying to reach the most people as possible with our message in the most cost effective manner. The more nets we cast the more likely we’ll catch fish and the larger nets are usually the cheapest. Two examples of reach success in viral are MySpace (email) and AdultFriendFinder (display).

Relevance: Once the message is presented the persuasive nature of it will ultimately determine how well it works. This is usually dictated by the degree of relevance inherent in the message as well as the delivery and presentation. This is the same for VMO and other digital marketing. Trust factors as an important strategy here just as it is in other conversion optimization. Most of the same rules and technology we use to test and optimize sites and landing pages can and should be used to ensure the highest degree of relevance in viral marketing creative including A/B, multivariate testing and targeted content delivery. LinkedIn’s invite is a good example of this as is AdultFriendFinder’s use of geo-targeted messages to deliver relevance with great success. Again improvements here have huge impacts as the lifts get compounded.

Repetition: In VMO the net gets wider with each successive pass through. This is the real power of the pyramid. If reach and relevance are created building the first levels become more a matter of process and tools than anything else. Facebook’s email address uploads and Slide’s widget creation are the shining examples here. However, as we create our viral funnel relevance may change or additional considerations can emerge. Understanding and optimizing these is a key component of establishing and keeping an active user base, leveraging the work done on the front end and imperative to execute the mother of all viral strategies, word-of-mouth. A high-level example of this is Facebook which started out as college network, grew to include high schools and is now attracting professionals. Webkinz is another example as they optimize the changes in relevance from first time users to repeat user activity on many levels both online and offline.

There’s a lot more to chew on in each area and hopefully I’ll get to it in a future post. It’s interesting to think about multivariate testing up and down the viral funnel, creating landing pages and using personalization and targeted content. What’s clear is that the ability to deliver personalization (relevance) is a key success factor for VMO.

Viral Marketing continues to grow in importance. Understanding and experimenting in optimization of this process is an emergent but very interesting practice that will surely reap many rewards for its practitioners.