Jacob Fruitfield Hires Ogilvy & Mather To Create Ad Campaigns
One of the most trusted leaders in advertising, Ogilvy & Mather, has been appointed as an agency partner to the Jacob Fruitfield Food Group since January 2010.
The agency will create new advertising campaigns for brands such as Jacob’s Cream Crackers, Kimberly, Mikado, and Coconut Creams. It will also work on Jacob Fruitfield’s other brands, including Chef and Fruitfield.
“We relish the exciting prospect of developing the truly iconic campaigns that these well-loved Irish brands deserve,” said Gervaise Slowey, managing director of Ogilvy & Mather.
According to Jacob Fruitfield, the company plans to invest heavily in building its top brands in 2010, “Advertising has always played a key role in the success of our brands, with many consumers fondly remembering popular slogans, particularly for our biscuits,” said Loretta Dignam, marketing director, Jacob Fruitfield. “We look forward to working with Ogilvy to develop the unique heritage of our brands in a contemporary way across all marketing communications channels.”
About Ogilvy & Mather: Best known for their founder, David Ogilvy, the ad agency of Ogilvy & Mather was built on the integrity of David Ogilvy. Advertising agencies were often fertile ground for office politics, which Ogilvy disdained. He worked hard to keep them at a minimum. Why? They take up energy which is better served to the clients. David knew of rival companies that were destroyed from within due to office politics. Here are ways David believed would minimize office politics and allow for growth to occur within the agency:
- Always be fair and honest in your own dealings, not just with your co-workers and those you report to but with everyone in your personal life as well. When unfairness and dishonesty occur in the home, it seeps into the office and can demoralize an agency quickly.
- Never hire relatives or friends. Ever. I repeat. Ever.
- When it comes to disagreements, have them face-to-face instead of by phone or by email. David referred to this as "paper warfare," and he wanted no part in it.
- Discourage secrecy as it creates an environment where trust cannot thrive.
- Discourage poaching as an employee who is willing to leave their current employer high and dry will never hesitate to do the same to you.
- Compose sibling rivalries to promote healthy competition.
David wanted every person at his agency to believe they were working at the greatest ad agency in the world. He did so in how he treated people inside the agency and outside.
David Ogilvy was a man of integrity.
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About Jacob Fruitfield
Jacob Fruitfield is one of the most notable names in the Irish food industry. Born into a family deeply rooted in the confectionery and biscuit business, Jacob inherited a legacy and an entrepreneurial spirit. Under his leadership, the Jacobs brand saw significant growth, eventually merging with the Fruitfield Foods brand, thus forming the iconic 'Jacob Fruitfield Food Group.' This merger transformed the Irish food sector, with the company becoming one of the country's leading food producers.
Over the years, Jacob Fruitfield demonstrated an exceptional knack for strategic business moves, playing a pivotal role in the development and expansion of various brands under the company umbrella. From luxury biscuits to everyday essentials, the brands under Jacob Fruitfield Food Group catered to a wide array of consumers, a testament to Jacob's vision and adaptability. His passion for innovation, combined with his respect for the rich heritage of his family's business, has ensured the continued success and relevancy of the brand in a competitive market.
Jacob Fruitfield is an emblem of success in the Irish food industry today. His journey, from embracing his family's legacy to carving out new paths in the food business, inspires many upcoming entrepreneurs. He remains a testament to the power of innovation, determination, and strategic insight.