Integrating customer loyalty knowledge
In 1991, the chairman of OgilvyOne, Reimer Thedens, began
a decade-long global initiative to equip his company with the finest
know-how base for one-to-one marketing, CRM and 360 degree marketing.
We were at the heart of this achievement.
 OgilvyOne’s
commitment to helping leading international brands gain and keep
customers through faster, better solutions in the emerging one to
one marketplace meant that they needed a way to share knowledge
and best practices and improve learning about loyalty in over 100
offices world-wide while retaining their culture of local entrepreneurism
and creativity which is so crucial for an agency.
Stepping Stones led by Angus Jenkinson began to work with OgilvyOne Worldwide
in 1992 to identify and develop skills and tools to meet the needs
of key client groups around the world.
Angus led many taskforces to facilitate, coach and co-creat Customer Ownership and evolve Ogilvy's global strategy.
Customer Ownership consists of best practice, cases and powerful tools and infrastructure that constitute arguably the most powerful proprietary agency knowledge base in the world.
Global knowledge manager for OgilvyOne
To support OgilvyOne’s quest for intellectual leadership in one-to-one marketing solutions, they committed to the development of Truffles, an extensive online knowledge management system, now in its 4th generation.
Stepping Stones acted as consultants to the technical and cultural development as well as being principal developers of the knowledge content.
For four years Angus Jenkinson acted as OgilvyOne’s global knowledge managers, editing and/or approving all material and contributing to development planning along with regional knowledge managers.
“Without exaggeration, Truffles is the single most comprehensive store of accumulated knowledge anywhere in direct marketing. It is tangible evidence of a network that truly nets. Your help has been at the heart of making this asset possible.”
Reimer Thedens, Chairman, OgilvyOne worldwide
Reimer Thedens retired in 2005.
Texts of presentation by Ogilvy and Stepping Stones
OgilvyOne Learning Process
www.ogilvy.com/viewpoint/pdf/v2_cody.pdf
www.theknowledgerefinery.com/articles/IDM.pdf
www.ogilvy.co.uk/o_one/flash/o_one3_txt.asp
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