The One Constant is Change: Charlotte Tansill, Ogilvy PR

par India Fizer , AdForum

Ogilvy Worldwide
Publicité/Communication intégrée
New York, Etats-Unis
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Charlotte Tansill
President of Ogilvy PR, Social & Influence, North America Ogilvy
 

Social media is rapidly progressing, and the new year brings many opportunities to connect with audiences. In the latest installment of our "New Media" series, we spoke with Charlotte Tansill, Global Chief Strategy Officer of Ogilvy PR, about changing habits, cultural shifts, and how social media is transforming business. 


The rise of social media platforms has made them key to brand recognition. In what ways does your agency utilize social media to inform/engage your audience, and how do you see that evolving? 

At Ogilvy, we know the immense power of social media to build brands, sell products and generate influence. We don’t treat social media as an “add-on” or an “extension;” rather, we put it at the center of our planning and creative process so that we can ensure we’re meeting audiences on their terms and with stories that earn their attention and affection. 
 
The one constant when it comes to social media is change. Consumer behavior is always moving and reacting to external factors – whether it be generational values, a global pandemic, or even a political climate – and this impacts how people use social media platforms. We help our clients navigate this fast-moving, complex space to unlock its full potential. 

 
How has the pandemic affected the way consumers use social media, and which platform is the most relevant to your agency?
 
The pandemic has affected the way consumers use social media in so many ways. One particularly interesting shift is the rapid rise of TikTok. TikTok is a destination where consumers go to be entertained. Sure, there’s an aspect of escapism. But it’s also a place for much needed optimism, inspiration, creative expression – and even enrichment. 
 
On TikTok, everybody can showcase their niche talents, quickly developing a voice and a following within relevant communities. This phenomenon has contributed to “The Great Resignation” as workers reevaluate their lives and, in some cases, decide to pursue entrepreneurial endeavors, often powered by their exposure on TikTok. 

 
To what degree does the innovative use of media by agencies and companies shape the way new media evolves? (eg: interactive campaigns)
 
We’ve seen social media marketing be a forcing mechanism for business transformation for many of our clients because it’s simultaneously sales, brand communications, customer service, and corporate reputation. Corporate silos get in the way of an agile, seamless, integrated model. We help our clients build and structure for a faster, more human, and ultimately, more effective approach. 

 
How do you utilize data analytics to create more engaging campaigns?
 
We integrate data and analytics at every stage of our campaign process. This ensures we develop creative that has meaningful relevance – to culture, our audience, and our brand. It also ensures that we maximize impact as the campaign unfolds, using data to listen and optimize creative and media in real-time. And even to find new opportunities to extend an idea or evolve it into new places. 

 
What contemporary forms of new media are you planning on using to reach audiences?
 
We start every client strategy with a thorough analysis of their prioritized audiences. The key to this research is understanding where these audiences spend time, whether on Minecraft, TikTok, or even in the Metaverse, to ensure we’re showing up in the places and spaces relevant to the audiences we want to reach.