Creating a Data Vision for the French postal service
A French postal service company suffered a PR scandal related to customer data usage. Despite being a pioneer in digital transformation, it was not perceived, internally or externally, as being at the forefront of technology or trustworthy in its management of customer data.
Ogilvy Consulting’s challenge was twofold: find a way for this Brand move from defensive mode build credibility in data management, and install internal systems to continuously improve data management practices.
Leveraging Ogilvy’s proprietary Brand Purpose methodology (Big IdeaL™) Ogilvy Consulting developed “Data Vision” which defined the company’s purpose, stance and objectives for data management: “to collect and analyze data to give new tools to the postman in order to help him always guarantee the best value exchange.” We then structured communications and brand activation around this vision.
Working with internal teams, we created new proof points to help structure future innovation around data management. We helped to turn the Brand’s new vision into a reality by bringing its brand to life across all points of experience.