Comunicação 360º

: estudo de caso da Ogilvy Portugal

Abstract

This research work is based on the curricular placement that took place in Ogilvy Portugal, an advertising agency, namely in the public relations department. This placement enabled us to acquire a practical knowledge of the duties pertaining to the development of a brand and its projection, including press relations and activation of the brand. Additionally, this period gave us, among others things, the chance to contact with 360º Communication, a topic that, to date, was unknown for us. Thus, on account of the interest and curiosity that prompted us, our option was to explore the application of this new concept in the market for agencies and brands. However, we could observe that the fact of being an innovative concept and therefore implemented in a few agencies and companies, reduces the number of studies dealing with this matter. We hereby intend to contribute to the deepening of this new concept. To work out this topic allowed us to address all the areas that are part of the Ogilvy multinational agency, and to deepen the interdepartmental communication. We could get a practical understanding of the tasks and activities related to each area, and of what it takes to carry out interdepartmental meetings, namely, the debate of different ideas among different elements that have a common overarching goal, leading this way to a 360º communication. The 360 degree branding (360 degree Communication) is standing out as a good communication tool, which allows an interaction between the whole set of areas within an advertising agency in order to assure the best brand projection. Currently, enterprises (brands) and agencies are increasingly aware that a 360 degree branding is so or more important than all the other individual communication processes that are established externally with several stakeholders. Most importantly, this report seeks to shed light on, as well as explore the 360 degree branding concept and its weight for the success of brands. More specifically, the way this strategy - which incorporates several areas and requires at the same time a communication consistency and comprehensiveness - is articulated and coordinated. To that end, and in order to meet the abovementioned set goals, we draw on a number of authors and their theoretical approaches on the subject. We also develop a practical case study on Ogilvy, the advertising agency where we did our curricular placement, using validated and reviewed surveys, as well as an additional study on other prestigious and renowned agencies in the market to make the final conclusion about the added value of this 360º strategy more reliable and comprehensive.

Date of Award	19 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)