TOKYO —

Despite the recession – or maybe because of it, companies still need to get their message out so good PR is more essential than ever. In Japan, one of the pace-setters is Ogilvy PR, a group company of advertising and marketing communications global giant Ogilvy and Mather.

Ogilvy PR, a multi-disciplinary communications leader with particular expertise in digital and online communications, has been operating in Asia-Pacific for more than 20 years. Clients include such companies as Intel, IBM, Jetstar, Nokia, Motorola, UPS, Ford, BMW, Rolls-Royce, Disney and adidas.

In Japan, Ogilvy PR has had a presence for 10 years. Heading up Ogilvy PR’s operations here is Orlando Camargo, who is president and representative director. Born in Colombia and brought up in New York City, Camargo first came to Japan in 1983 as a fellow with the former Ministry of Education, Science and Technology. In 1989, he became the first non-Japanese to be hired by the Science and Technology Agency of Japan as a civil servant researcher. He holds a masters degree in economics from the University of Tsukuba and is a graduate of the Rochester Institute of Technology. Before joining Ogilvy PR, Camargo previously worked at Goldman Sachs Japan and Fleishman-Hillard Japan.

In Japan, Ogilvy PR is leading the way with digital programs that involve using social networks, video content and live community events, among others. The company has achieved great success with Australian budget airline Jetstar, IBM, the Chilean government, Swiss Info, Mori Building, and Ajinomoto soup brand VONO, among others.

Japan Today editor Chris Betros visits Camargo at the company’s offices in Ebisu to hear more about the PR business in Japan.

What are Ogilvy’s strengths?

Ogilvy PR benefits, as do our clients, from our being an Ogilvy Group company. We can offer a diverse marketing communications program with varying mixes of advertising, shopper marketing, customer relationship marketing, creative, production – or just PR advisory alone. Having this interdisciplinary skill set in-house and at a global level is a strength no other global PR agency has in Japan.

One of our strengths is taking advantage of what is happening in the digital world. A lot of the activity we are doing now is in social media because our clients want to know about the conversations taking place out there, what it means strategically for them and how to become a part of it.

Who are your clients?

About 60% of our clients are foreign. Since the financial crisis hit a year ago, we have seen a lot of global firms cutting back. On the other hand, an increasing number of Japanese companies have welcomed Ogilvy to help them with PR. Over the last three years, in particular, more global-minded Japanese firms recognize the need to bring in outside PR specialists to advise them in Asian and other lucrative markets both in and outside of Japan.

How is the recession affecting business?

Despite the Lehman Shock a year ago, 2008 was our best year, but this year is no picnic, no doubt about it. Our clients are facing a lot of challenges and they are asking us to do a lot more with less. However, I do see opportunities for growth.

In what areas?

The recession has created an opportunity for many Japanese companies who need a Japan-based global communications adviser. Some of these are cash-rich and have more than 40-50% of their revenue coming from sales outside of Japan. For example, we are advising a large Japanese company making an acquisition in Belgium, with our Japan office serving as the hub for all PR and marketing communications related to this M&A transaction.

How do you market Ogilvy PR?

We are part of a global network, so we rely in part on a global set of clients. Increasingly, these are Japanese clients. Often, we’ll get referrals from the network in Asia, particularly China and India. We also get referrals from Ogilvy Group clients who have already worked with us. Ultimately, the best marketing is doing good work.

In general, how would you rate Japanese companies when it comes to PR?

Some do lag behind the West, but I have found some very forward-looking Japanese companies with regards to public relations. The recession and globalization are propelling these firms to communicate more and better outside of Japan.

How does the concept of PR differ in Japan?

Very often in a Japanese company, you will see a reliance on what you can refer to as “old-school” PR, like compiling newspaper clippings or stressing relationships with press clubs. This reliance on old ways of doing things is not always easy to break, even for non-Japanese firms. There are some social/structural factors that come into play in Japan, for example, the dominance of the financial press by the Nikkei. It’s difficult to find an example like that anywhere else in the world and it has a lot of influence on how PR is done here.

Are there some areas where Japan is ahead?

In Japan, the prevalence of mobile phones as the main communication tool is much more advanced than anywhere in the world. The PR and other marketing communications being done using mobile phones in Japan are second to none.

Like other parts of the world, we are also seeing the consumer taking the lead in the dialogue, so our PR advice is based on interaction between the client, community and customer rather than just dissemination of messages or distribution of press releases. This is where our Digital Influence practice comes in to play.

Is crisis management an important part of PR in Japan?

Yes, it is. The more savvy clients are often airlines because they are required to have a crisis management plan in place. But as we have seen in Japan over the past few years, crisis management plans are required in all sorts of industries, from food to transportation and even employee relations.

Historically, some Japanese companies have been lax with crisis management. If something went wrong, someone would take the blame for it, bow very low at a press conference and things would move on. Often we are called in when it is too late, when the damage is already done. Like good health care, smart crisis management begins with preventative measures.

What is your approach?

Ideally, we want to be involved from the beginning at the client’s management level, look at their business plan and see what they consider to be risks. Then we can put something in place.

What areas do you get involved in?

It’s important that I meet our clients at the senior level. Being part of the business plan—not just the PR plan, is where I enjoy providing counsel. I really enjoy client work, and as much as I can, I try to be involved in the pitch process and at some point, with the strategic execution.

How many in your team?

We have 32 in our group with a variety of backgrounds including investor relations, consulting, technology and journalism.

What makes a good PR person?

Someone who has restless & creative empathy and knows the nuances of influence. You don’t need to be a rocket scientist; rather, you should be able to communicate complex things simply. It helps that Ogilvy PR is a relaxed atmosphere which is conducive to great creative work.

What is the language of your office?

The language of creative restlessness. Seriously though, I’d say 95% of my daily work is done in Japanese, but most of our staff is bilingual, since our clients are mostly multinational.

What is a typical day for you?

I get up early and often work out at the gym for an hour and a half. Then I get on my Blackberry and on to my social network sites (Twitter etc). I’m usually at the office by 8 or 9 at the latest. First, I look at newspapers – yes, I still read papers – then respond to the emails I did not catch on my commute in. The day will often consist of meetings with staff or other Ogilvy group company managing directors, and handling calls from the region. I may go out to meet clients three or four times a week.

Do you work on weekends?

Sometimes. I suppose you could say that my Blackberry is a very good and bad thing.

How do you like to relax?

I try to exercise and spend as much time as I can with my family. I’m also into photography and I like going to “shitamachi” (old Tokyo) to take photos. (http://www.flickr.com/photos/kurokoshiroko/sets/).

After 26 years in Japan, what have you learned?

After my first 3 or 4 years in Japan, I thought I knew everything about the country. After 26 years here, I am convinced I know very little. I must say I have felt every emotion possible, except for boredom.

For more information, visit www.askogilvy.com

› Login to comment

6 Comments

• 

  Ranger_Miffy at 02:23 PM JST - 21st September

  Pretty photographs on his website.

• 

  saborichan at 06:42 PM JST - 21st September

  PR for PR

• 

  smartacus at 06:26 PM JST - 25th September

  I'd be interested to know which Japanese companies Mr Camargo thinks are forward-looking in their PR. At all the Japanese companies I go to, the PR desk is usually one or two people tucked away in some corner. Their budget is minimal and they are often left out of meetings when the important decisions are made.

• 

  LoveUSA at 01:24 AM JST - 26th September

  Orlando, you have beautiful smile! Wish you success!

• 

  Brainiac at 11:30 AM JST - 26th September

  It must be a nightmare for Western PR companies like Ogilvy to deal with Japanese companies. Look at all the nonsense that has been happening with JR West, Mitsubishi Fuso, JAL, and all those companies caught mislabeling food, etc. It is one scandal after another for corporate Japan. More often than not, the PR company doesn't even know what is going on because some middle-level employee is covering it up in-house. Often, they don't even tell the company president. After all, who wants to tell the boss bad news? So the best thing that the PR company can do is organize a press conference at which a whole row of executives bow and apologize. I'd like to see a PR company say to its client: "For the good of the company, the CEO has to go."

• 

  Razor at 11:32 AM JST - 26th September

  Maybe Mr Camargo could offer his company's services to Noriko Sakai so she could get some good PR before her trial starts on Oct 26. Her press conference last week was certainly well-scripted. There must have been some coaching beforehand by the PR gurus.

Register or Login to leave a comment