Ogilvy Africa launches ‘FEED 2.0’ to unlock performance marketing and social commerce

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Ogilvy Africa has unveiled “FEED 2.0” for brands and businesses in Africa, representing the latest in its suite of innovative digital products designed to deliver data insights and tailored solutions to solve real challenges for businesses and businesses. consumers.

Originally launched in 2020, FEED 2.0 is the latest upgrade that delivers real-time social intelligence and performance marketing, enabling brands and businesses to develop and distribute data-informed social content, product in an agile and distributed way to generate impact for brand/company KPIs.

Group M’s data tool, Audience Origin, has also been launched for the Ghanaian market.

It is a data-driven, audience-centric product, providing an in-depth understanding of consumer mindsets, hierarchy of choices, decision-making considerations, and media usage patterns through a connected database that is used in more than 70 markets around the world.

The event, held in Accra, brought together Ogilvy Africa leaders with customers, partners and various stakeholders in Ghana.

Speaking at the launch, Vikas Mehta, Managing Director of Ogilvy Africa, highlighted the importance of these tools: “As a creative agency, we understand that creativity needs a new definition. At Ogilvy, we aim to put creativity at the intersections of content, data and technology.

For his part, Akua Owusu-Nartey, Regional General Manager of Ogilvy Africa, said: “Our audiences today are mobile, social, visual and vocal, and to engage these new audiences, you need a new approach. Modern brands need to work at the speed of culture and technology. The combination of these products launched today aims to unleash the power of data and performance marketing in a new data-driven world.

“These one-off digital solutions are easy to set up and adapted to the needs of brands. Our clients need to understand the rapidly changing behavior of their audiences and better respond to their needs and preferences to drive business success at scale. These products will give them the data they need to make informed decisions faster and more efficiently,” she said.

Introducing FEED 2.0 to the assembled media and guests, Sumanta Ganguly, Chief Strategy Officer at Ogilvy Africa, highlighted the need to understand human motivations and behaviors that are critical to social commerce in a more data-driven world.

“Today’s brands can capitalize on social trends to increase engagement and, ultimately, sales. FEED 2.0 provides brands that use social media to develop and share social content with innovative solutions that are informed by data and that will impact brands and their business KPIs,” he said.

Information Minister Kojo Oppong Nkrumah in an interactive session praised Ogilvy Africa for these creative digital products for businesses, highlighting the crucial role of data in businesses today to make timely business decisions. timely.

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