O&M Creates Video Specialty For More Consumer Engagement Opportunities

Weiden & Kennedy and ESPN created this video, a spoof of the viral video “Evolution of the Touchdown Dance” in honor of today’s big football news. [via AgencySpy]

Ogilvy & Mather has launched a specialty group dedicated to taking consumer engagement via video to the next level. The advanced video practice will be led by Robert John Davis who joined the firm in 2008 after stints at Rainbow Media and MTV, where he was the network’s first EP of convergence.

The practice will focus on creating content, video SEO, production and distribution across platforms, and measurement. Talking to MediaPost, Davis said, “As advanced video opportunities continue to grow across mobile and device-oriented experiences, maximizing this channel is vital for a brand’s success.”

Add this to the ever-growing “gray area” that’s been developing for years between advertising and PR. Furthermore, it shows that advertising continues to plant its flag in video communications beyond the 30-second spot.

PR pros who talked about the recent Cannes Lions event discussed the leg up that advertising firms had in the competition because of their ability to“package themselves,” including the video part of their submission. And any visitor to our sister site AgencySpy will see a number of examples each week of the ways that advertising firms are using video outside of the traditional commercial.

Digital services have become a prominent part of many PR firm service offerings, and firms continue to beef up their skills in this area. Video consumption also continues to grow and this article today from eMarketer shows that there are more opportunities out there for interactive uses of video.

Firms must also stay on top of the latest technologies and techniques in video also; perhaps add video specialists to the staff roster, bring in freelance experts when necessary, or invest in educational opportunities for staff members who show an interest in developing their video skills.