Iconic lighter brand Zippo passed agency responsibilities across a variety of agency responsibilities to the agency whose founder wrote the brand’s original tagline.
Zippo appointed Ogilvy as its creative, PR and social agency partner, following a competitive review.
“In Ogilvy we found a partner that valued the heritage of our brand, listened to our needs, and best demonstrated an ability to deliver integrated creative ideas and transformative strategies that will drive value for Zippo’s brand and business as we look to the future,” Zippo senior brand manager, global marketing Lucas Johnson said in a statement.
Ogilvy will work with the brand via an integrated team combining expertise across creative, influencer marketing, media relations, performance media and social strategy. Led out of Ogilvy New York, the team will draw on talent from across Ogilvy’s global network spanning 132 offices in 83 countries.
“As Zippo continues to grow globally, we were looking for an agency that would be a true partner to us as we think more holistically about our approach to marketing and communications,” Zippo director, integrated marketing William Kolasa said in a statement. “Ogilvy is well-versed in the data-driven, personalized experience that consumers have come to expect from brands and offers unparalleled creative expertise. We are excited for the opportunities that lie ahead.”
“When you think Zippo, you think iconic. You think original. You think everlasting. David Ogilvy wrote Zippo’s original tagline in the 1960s. The line has been true to the brand since the day the product was created: Zippo. Still Works,” Ogilvy New York CCOs Marcos Kotlhar and Danilo Boer added in a statement. “Our relationship today was quickly built on the agreement that there is something else that still works: Ideas. With creativity at the core, Ogilvy will help Zippo reach its global aspirations with ideas that will remind the world how Zippo is a true American brand—one that has captivated the hearts of an amazing fan base that spans generations.”