Skip to main content

Ogilvy Africa Unveils FEED – Region’s First Real-Time Marketing Product

Ogilvy Africa today announced the rollout of the region’s first real-time marketing product that offers social intelligence and analytics, community management and content innovations; in a unified offering.

Christened FEED, the product aims to connect brands to popular culture to keep pace with rapidly changing audience interest. FEED is being rolled out across Africa in a phased manner. The agency chose June 23rd as the launch date to commemorate the 109th birth anniversary of its global founder, David Ogilvy.

“With FEED, we are delighted to see real-time marketing become a reality in this region. Brands have recognized the importance of having their finger on the consumer’s pulse for decades now, and there are several offerings in the market to serve different aspects of that opportunity. The agility and compatibility of these offerings however, remains a challenge. FEED has been developed to evolve the disparate offerings into one complete solution.”, said Vikas Mehta, CEO - Ogilvy Africa.

The first phase starts in Kenya with command centres and physical infrastructure set up in Nairobi. Having completed over three months of beta testing with some of existing clients of Ogilvy Africa, FEED will be rolled out in its next phase in Ghana, Zambia and Tanzania. By the end of the year, the offering will be available to clients throughout the continent.  Besides, every deployment has the capacity to serve the entire continent from any location and is expandable to unlimited users.

The FEED ecosystem combines three components, or the three Ps – Platform-People-Process. Every deployment starts with an audit of the technology environment and a customized solution-stack is deployed that complements the existing assets, instead of replacing them. FEED can go-live in 6-12 weeks of audit, depending on the scale and complexity of the operation.

Upon deployment, clients have an option to get an on-site team placed in their premises running a command-centre supported by off-site teams stationed in Ogilvy Africa’s offices. The working process is designed to provide width and depth of skills while being agile enough to work in 24-hour sprints.

“While technology is available to all, technology alone seldom solves a problem. The added layer of our talent, combined with FEED’s proprietary process are key. We’ve designed the process to put agility at the heart of the setup that delivers real-time, consistently” Said Mehta.

FEED is available in light, standard and plus packages; allowing a wide spectrum of organisations to benefit from it.

It’s worth noting that a significant part of the testing period for FEED coincided with the physical restrictions around the region due to COVID 19. The accelerated digital-adoption of the past three months has allowed FEED to be stress-tested on several occasions, helping make its process more robust.

For a free demo of FEED, drop a line to Riku.Vassinen@ogilvyafrica.com

Comments

Popular posts from this blog

Photos: Ahuofe Patricia’s She Power Africa Foundation Empowers Girls Of Gomoa Dampase Against Sexual Abuse

On July 25, 2018, Ghanaian actress, Founder and Executive Director of She Power Africa, Priscilla Opoku Agyeman popularly known in showbiz as Ahuofe Patricia together with her team embarked on her mission to empower young female students of the Gomoa Dampase D/A Model Basic School against sexual abuse in the central region of Ghana. She Power is a non-governmental organisation creating awareness and empowering young girls against sexual abuse in Africa with the vision to promote gender equality and end sexual violence against women and children in collaboration with Lokhanda. She Power in accordance with the aspirations of the Ministry of Education is an effective girl-child protection programme with an educational curriculum designed to create and ensure a culture of safety and security for all educational institutions teaching practical, fun and appropriate simple effective means of awareness, prevention, escape and survival skills and also to provide long-term support for female ...

Chivas Regal Scores Big With Multi-Year Global Arsenal Partnership

Luxury Scotch whisky Chivas Regal and iconic global football club, Arsenal, have just announced a new multi-year partnership, emphasising their commitment to championing community, progressing culture, and celebrating collective success. Chivas Regal will become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting Arsenal’s men’s and women’s teams. The partnership will celebrate both brands’ shared ambition for success and commitment to their communities around the world. It will take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first team players, celebrity supporters, creators, and club legends. Chivas is also set to elevate the matchday experience for supporters at Emirates Stadium by launching a new Chivas Regal bar within Dial Square. The bar will tap into football culture with a curated selection of classic, and exclusive to the Emirates, Chivas Highball serves.

No 'Shower Hour' On Big Brother Naija - Says MultiChoice

As preparations are in top gear for the second edition of social reality TV show, Big Brother Nigeria, organisers have revealed that there will be no broadcast of nude footage called ‘Shower Hour’, when the show returns on January 22, 2017. This comes to some fans as ‘decent’, following the controversies generated by that segment of the show, during the now rested continental edition, Big Brother Africa (BBA). MultiChoice is bringing back the Nigerian version of the series after 10 years. It had announced after the last edition of BBA that each African country will stage the show henceforth. Renamed Big Brother Naija, the show will have 12 housemates who will compete for the prize of N25 million and a brand new KIA Sorento car. Sponsored by PayPorte, the program will run for 78 days, starting 22 January 2017 with a two-hour, live, televised launch and end on 9 April 2017 with a two-hour, live, televised finale.