New office and launch for Ogilvy

Change is afoot at Memac Ogilvy. As well as a global rebrand (see page 8), the agency has opened a new Cairo office.

The agency has moved to Maadi, next to Technology City. The agency said the move “comes as part of Memac Ogilvy’s ongoing commitment to modernising its services in Egypt”.

It added: “Egypt has been identified as a key market for rolling out Next Chapter, given the market opportunities and Memac Ogilvy’s rich history of influential work.”

Ogilvy has also announced it is to deploy its Marketing Technology Centre of Excellence across MENA.

“The new offering, announced by worldwide CEO John Siefert, will bring the company’s vast range of MarTech solutions together into one expert capability,” said the company in a statement.

“We’ve steadily grown our capabilities in the area of deep digital in recent years, in line with Next Chapter,” said Memac Ogilvy CEO and chief digital officer, Ogilvy EMEA, Patou Nuytemans. “In order for clients to become truly digital, they require partners with not only strategic and creative skills but also deep expertise in technology.”

A WPP stablemate of Ogilvy’s, the activation agency Geometry, is also investing in tech, launching its “eCommerce Accelerator,” which MENA managing director Nick Walsh said “allows brands to fasttrack the success of their revenue-driving activities by optimising the online moments that drive purchase decisions”.