Ogilvy’s Collins Speaks on Design

NEW YORK The world has changed, and audiences have become much more fragmented since the advertising industry created its model based around the 30-second TV spot 50 years ago. And according to Ogilvy & Mather senior partner Brian Collins, it’s time to create a new model.

Collins, who is also executive creative director of Ogilvy’s Brand Integration Group, suggested an alternative way of thinking during a presentation at Adweek‘s creative seminar today: a new advertising model following a design-oriented approach. Design thinking is more about holistic communication and the experience of a brand, said Collins, who cited two examples of brands that are highly successful and yet do little or no advertising: Starbucks and Krispy Kreme. All of these brands use a design-centered approach to marketing that aims to keep the consumer experience at the forefront.

Collins also cited examples of clients he has worked with—including Hershey’s, Coca-Cola, Miller and Motorola—and discussed how the agency used design to create a multidisciplined model that focuses on identity, products, packaging, events and retail stores.

Historically, Collins said, advertising has been like a monologue to consumers, while design is like a dialogue—and this dialogue is one way marketers can continue to reach consumers, as old advertising models become increasingly obsolete.