Ogilvy is looking to disrupt the PR world with Espresso
, a new service that targets emerging brands, VCs, and young startups.
Ogilvy PR, which has more than 85 offices worldwide, will be at the center of the new offering. Taking a “modular approach” with a “simple, affordable, and flexible cost structure,” Espresso services include everything expected from any full-service firm, but delivered through Ogilvy PR’s massive in-house structure.
In addition to counseling startups about growth and brand messaging, Ogilvy says it will also supply accounts with a senior lead, account executive, and its agency network.
The venture has already signed several clients, including digital marketing startup SpotRight and digital health accelerator Rock Health.
Whether other early age companies will drink Ogilvy’s coffee depends on the fit. Given Ogilvy PR’s global reach and deep media relationships, Espresso could be attractive resource even though early startups tend to forgo PR support due to expenses.
[RELATED: Hear powerful case studies from The Coca-Cola Company, Walmart and Whole Foods Market in October at Microsoft's HQ.]
Espresso comes just months after the launching of Sprout, a similar startup-focused program by agency giant Edelman. Ogilvy’s move strengthens the case for an evolving trend that has large agencies offering their big brand experience to entrepreneurs. At the very least, it’s an opportunity for these giant PR companies to cultivate relationships in the startup world.
What do you think? Will Espresso serve up the next big thing, or is it a shot in the dark?