Azernews.Az

By Nigar Orujova

Ogilvy & Mather, an international advertising, marketing and public relations agency based in Manhattan in New York City, which operates over 450 offices in 125 countries, will open its office in Azerbaijan.

Azerbaijan has great potential for the development of the advertising market, CEO for Ogilvy Central and Eastern Europe, Alex Herdt, said at a press conference in Baku on Tuesday.

"Now we finally think we have found a right partner for Ogilvy & Mather like Azerbaijan, and it is very important. That took us quite a lot of time. If it was up to me, we would have entered the market a little bit earlier. But, better today and better late than never," Herdt said.

He expressed confidence that the services rendered by Ogilvy & Mather in Azerbaijan will grow.

Herdt noted that over 25,000 people are working in the company, which is a massive operation. Persistence and creativity are the main requirements for the company's staff, he stressed.

"The other idea is that we want to be the best. And I think that we did a pretty good job over the last couple of years, in particularly, by being number one in creativity," Herdt said.

At the same time, Herdt said the company sometimes faces difficulties, citing as an example the period of the world economic crisis.

"Clients are becoming more careful and spend less money on advertising. However, it is not right. It is investments into your business, not expenditure," he says.

Speaking about the Internet and TV advertising, Herdt said he does not see a need to differentiate them, adding however that the Internet is becoming a major player in the market.

He also spoke about the role of social networks in the advertising market. He said social networks are only one part of whole markets. And despite the fact that the role of social networks is overrated, it is worthwile admitting the importance of their role in the present-day world.

According to Herdt, two such factors as creativity and effectiveness will define the company's operation in the country.

ADS Media CEO Elkhan Mahmudov said the advertising market in Azerbaijan has passed a great path of development in recent years.

Mahmudov believes that with a new partner as Ogilvy & Mather, the domestic advertising market will reach a new level.

He said the main advantages of Ogilvy & Mather's entering the country's market will be opening new jobs, introducing new technologies, increasing the number of specialists in this field, improvement of the advertising market in general and the emergence of new business brands.

"We hope that this partnership will help increase the number of brands in Azerbaijan, which, in turn, will lead to enhancement of the advertising market in the country," Mahmudov said.

He also said that by 2015 the country's advertising budget is expected to increase to $300-400 million compared to the current $80 million.

Ogilvy & Mather was founded in 1948 by David Ogilvy. The company became a leading worldwide agency by the 1960s, building brands for such clients as American Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestle and Cadbury.