Episode 2

full
Published on:

2nd Apr 2025

Betting On The Future: The First Cultural Agency

Keywords

Change Podcast, advertising, marketing, multicultural, Ogilvy, Charlie McKittrick, digital transformation, audience dynamics, segmentation, integration, marketing, diversity, advertising, multicultural, capitalism, business outcomes, industry evolution, talent acquisition, cultural insights, agency dynamics.

Summary

In this episode, Jeffrey L. Bowman interviews Charlie McKittrick, exploring the evolution of the advertising industry from traditional methods to digital transformation. They discuss Charlie's journey into advertising, the cultural shifts within Ogilvy by starting the industry's first cultural agency (OgilvyCULTURE), and the challenges of integrating multicultural audience insights and strategies within a "general market" agency model.

The conversation highlights the importance of understanding audience dynamics and the need for a holistic approach to marketing in a rapidly changing landscape. In conversation, they discuss the evolving landscape of marketing and advertising, focusing on the importance of diversity, the challenges of transitioning between agencies, and the need for a holistic approach to understanding multicultural audiences. They reflect on the industry's progress and setbacks, emphasizing the significance of talent and how it shapes the effectiveness of marketing strategies.

Takeaways

  • The advertising industry has undergone significant changes since 2009.
  • Creativity and business must work hand in hand for success.
  • Ogilvy's culture was rooted in specialization, which posed challenges for integration.
  • Understanding audience dynamics is crucial for effective marketing.
  • Segmentation in advertising needs to evolve to be more inclusive.
  • The shift towards digital marketing has transformed storytelling methods.
  • Building a new practice requires navigating internal tensions and expectations.
  • Cultural understanding is essential for effective marketing strategies.
  • The importance of mentorship and sponsorship in career development.
  • The future of advertising lies in integrating various marketing disciplines. 
  • The new majority in marketing requires a broader understanding of diverse audiences.
  • Transitioning between agencies can bring new perspectives and challenges.
  • The industry has made strides in inclusivity but still faces setbacks.
  • Talent diversity is crucial for effective marketing strategies.
  • Bringing hard conversations into the mainstream is essential for progress.
  • Creative and business outcomes should not be seen as separate.
  • The importance of driving outcomes in modern capitalism is highlighted.
  • Agencies need to adapt to the changing demographics of their audiences.
  • Building a diverse talent pool is key to understanding multicultural markets.
  • The quest for diversity in advertising is ongoing and requires commitment.

Chapters

00:00 - Introduction to the Change Podcast and Guest Background

03:00 - Charlie McKittrick's Journey into Advertising

05:58 - The Evolution of Advertising: Traditional to Digital

09:00 - Ogilvy's Culture of Specialization vs. Integration

11:55 - The Shift in Marketing Strategies and Audience Dynamics

14:49 - Building a New Practice: OgilvyCULTURE, the first industry Cultural Agency

18:04 - The Challenges of Segmentation in Advertising

20:56 - Launching OgilvyCULTURE: Navigating Tensions and Expectations

23:49 - The New Majority and Market Dynamics

29:48 - Transitioning from Ogilvy to Mother Industries

34:46 - Industry Evolution: Progress and Setbacks

42:35 - Talent and Diversity in Advertising



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About the Podcast

The Change Podcast by Reframe
Are you a Leader looking to modernize your approach to the workplace and marketplace?

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Discover how to shift from outdated practices to using effective change management tools. ​ This podcast is your essential resource for transforming your brand and business, making real impact.
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About your host

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Jeffrey Bowman

Co-founder and CEO of Reframe, inventor, author, and pioneer of a change operating system and inclusive experience design approach with software in response to C-suite executives using dated practices for accelerating change and growth.