The local advertising in these markets tend to be in Urdu and Persian. The culture is also very different from the Western culture.

The objective was to create an identity that they could relate to while at the same time retaining the essence of brand Ogilvy.

The Muslim consumers (1.8 billion today and expected to be more than half the world’s population by 2050) are a very important market for Ogilvy and its clients. The agency wanted to create a distinct identity for its offices in Muslim dominated markets like Pakistan, Bangladesh and the Middle East.

The Ogilvy logotype was designed in Urdu and Persian (both read from right to left). Remarkably, it was done by subtly changing the existing Ogilvy logo, resulting in an identity that made sense in English and the local languages.

The new look of Ogilvy was launched through press ads (in Urdu newspapers), billboards and posters in Pakistan. The agency signage and stationery reflected the change.

This unique identity helped the agency connect better with its clients and the people of Pakistan, Bangladesh and the Middle East.