Ego Pharmaceuticals appoints Ogilvy Melbourne as agency partner following a four-way pitch

Ogilvy Group Melbourne has been appointed by Ego Pharmaceuticals, the country’s largest independent skin care company, as its retained agency following a four-way pitch.

The Group’s brand activation agency, OgilvyAction, will lead the account and begin work immediately on its first project; to develop a campaign that brings Ego’s QV brand and heritage story to life while maintaining a strong presence in pharmacies across Australia.

OgilvyAction will work with a range of experts hand-picked from other Ogilvy Group Melbourne agencies including BADJAR Ogilvy, production agency One20, DT and STW Group’s Ikon to ensure full in store, out of store and digital execution, backed by a strong overall brand strategy and media presence.

Says Sean Taylor (pictured), OgilvyAction CEO: “Ego and QV have an incredible heritage and story to tell, one that we believe will engage consumers, and grow awareness among the broader market

Taylor said the agency’s first project would primarily target expecting and new mothers, interested in the best products for themselves and their children.

Says Taylor: “Many consumers may not be aware that QV actually stands for Queen Victoria hospital, for which the product was originally developed. We will work to deliver this message while attracting a range of new customers interested in the best products for themselves and their families.

“We are excited to be working with such an outstanding Australian company on a campaign that will demonstrate our in store, shopper marketing, brand and retail experience via a full service creative response. It is great win for OgilvyAction and the Ogilvy group.”

Says Derek Murphy, Ego’s marketing manager: “Ego Pharmaceuticals is a proudly family owned Australian company, which has grown rapidly since its beginnings 60 years ago. Our many brands, such as QV, have great stories to tell. As a result, we felt it was vitally important to find the right agency partner, with the right skills set, to help us tell these great brand stories through the right channels. We believe we’ve found this partner in OgilvyAction, and look forward to working with the team to help build our leading skincare brands even further.”

OgilvyAction is one of the largest brand activation agencies in the world, with a global presence in 61 countries, with more than 82 offices. The agency’s specialist capabilities encompass Shopper Marketing that goes beyond product and price; trade marketing that builds on customer relationships; experiential marketing that emotionally connects brands with consumer; and promotional marketing that drives brand equity alongside sales.