It doesn’t take a lot of digging to know that the advertising industry is in a seismic state of flux right now. It’s been happening for the last decade and only getting more intense as new technology, platforms, consumer behavior, and competitors seem to reveal themselves in waves. You know it’s officially a thing when The New Yorker‘s Ken Auletta writes a whole book about it.

Today, global ad agency network Ogilvy is unveiling a global company rebrand and reorganization, more than two years in the making, to better tackle these new challenges. When John Seifert was promoted to become chief executive of The Ogilvy Group in January 2016, this was his objective. After spending his entire 38-year career at Ogilvy, watching it expand into more than 450 offices in 120 countries, with 16,000 employees. While part of holding company WPP, Ogilvy is one of the larger agency networks, with a wide array of businesses and practices, including advertising, public relations and public affairs, branding and identity, shopper and retail marketing, healthcare communications, direct, digital, promotion, and more. Increasingly, the agency looked more like a holding company of its own, as opposed to the nimble, seamlessly integrated business that modern marketers need.