Title	HOWTO IV MAGAZINE
Brand	OGILVY & MATHER WERBEAGENTUR
Product/Service	OGILVY
Category	B03. Self-Promotion
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Additional Company	OGILVY GERMANY Frankfurt, GERMANY
Additional Company 2	H&O FRANKFURT, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer, Copywriter
Helmut Meyer	Ogilvy Germany	Executive Creative Director, Art Director
Asae Tanaka	Ogilvy Germany	Art Director, Illustrator, Artwork
Jawad Saleem	Ogilvy Germany	Art Director, Illustrator, Artwork
Angelika Boese	Ogilvy Germany	Copywriter
Nathalie Schulz	Ogilvy Germany	Artbuyer
Martina Diederichs	Ogilvy Germany	Artbuyer
Janina Schulikow	Ogilvy Germany	Illustrator, Artwork
Joachim Bacherl	Ogilvy Germany	Photographer
Alex Pfaff	H&O Frankfurt	Production
Uschy Koebe	H&O Frankfurt	Production
Catrin Farrenschon	Ogilvy Germany	Art Director, Illustrator, Artwork

The Campaign

Ogilvy wants to maintain its thought leadership position in the German agency market. To that end, the agency developed the Ogilvy HowTo publication format – a high quality, limited edition magazine format combining the best in design, illustration and original thinking. Every edition offers a range of topics for debate and discussion. In every issue we shed light on one current topic oft he industry, having experts look at it from all perspectives, explaining facts, and voicing – if necessary – uncomfortable truths. HowTo No. 4 is the fourth edition in a row. The topic of the new publication: „Stop advertising. Start entertaining.“

Creative Execution

In HowTo No. 4 we discuss how to successfully lead brands in an ever more fractal media landscape – and how brands can find new, strong and exciting forms of orchestration. As we do not aim to present mere theory, the focus of the magazine is on practical experience. The authors are coming from different areas of communication e.g. TV, direction, eGaming or YouTube – and they are sharing their insights with the audience. The many complex and versatile illustrations in the magazine by renowned illustrators as well as by illustrators who are at the beginning of their career, are distinctive eye catchers and an extraordinary flagship for the agency. They unfold a very different effect compared to purely commercial work examples that are usually used for an agency’s public image. The magazine catches the reader’s eye by a diversified design.

Indication of how successful the outcome was in the market

Numerous requests and orders for the fourth issue prove the popularity of the format – still ongoing. The HowTo Magazine is considered to be one of the top publications in the agency business. The magazine has been featured in the advertising trade press, and we got a lot of positive feedback from marketers, opinion leaders and readers all around. Some promising new business activities can be traced back to HowTo No. 4. The magazine is a very valuable instrument for attracting future employees as well.

We developed the Ogilvy HowTo corporate magazine combining cutting edge magazine design and high quality editorial. Opinionated and with an unwavering point of view, HowTo demonstrates how new thinking can help us negotiate the digital age – without being published digitally itself. As a corporate brochure, it follows in the footsteps of agency founder David Ogilvy who started all his publications with the words „HowTo...“ The target reading audience included business decision-makers, journalists, academia and agency peers. The aim of the exercise was to increase Ogilvy brand popularity as business partner, consultant and future employer. The first issues of the magazine were a huge success – No. 1 and No. 2 are not available any more. So we decided to maintain the printed order of 6,000 copies.