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Ogilvy & Mather President Talks About Why Brands Still Matter at MSLCE Event

By Kathryn E. Lawson

“In an era where if you go online and can get a review about anything, do brands matter anymore?” This was the question Northwestern alumnus Adam Tucker, president of Ogilvy & Mather New York, put to the audience at the beginning of his presentation. Citing data and articles questioning the influence that brands have today, Tucker explained how Ogilvy was compelled to complete a global study on the role brands play in consumers’ lives today. Key takeaways from the 8,000 surveyed across the world? Brands are still relevant and influential (in some countries more than others), but increasingly, consumers are looking to the values and service aspects of brands when making their choices, not brand image. With this in mind, Tucker then presented some cutting-edge work with companies like Babolat, Coca-Cola, British Airways, Huggies and Glade, that illustrate how Ogilvy is successfully navigating this new landscape and creating meaningful engagements with customers by integrating technology, articulating value, and also tugging at a few heartstrings along the way. 

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