MANILA, Philippines — Im so excited about this new world. It’s even more dynamic,” Steven J. Dahlloff says with so much enthusiasm, it’s contagious. Dahllof is Ogilvy Public Relations Worldwide president and regional CEO for Asia Pacific, a group with 1,000 employees in 38 offices. He leads the renowned creative and strategic group with over 30 years of experience in marketing communications and public relations.

On his first visit to the country, Dahllof shared trends in PR and insights on communicating in the digital environment, an area where Ogilvy PR has been at the forefront of.

Rules of Engagement: Swift Communication and Reliable Content for a More Intelligent Audience

“We are going through the most profound changes in 34 years in Marketing Communications, with 24/7 marketing, courtesy of the Internet. These changes have affected the way we communicate both online and offline,” Dahllof explains.

In today ’s 24/7 market ing environment, Dahllof asserts that a brand is always on the market place. “You have to consider what customers are looking for and what customers are saying about you all the time,” he stresses, adding that it is no longer the same environment where a brand can go out with one advertising campaign in three months.

Whereas before, one PR campaign over a period of time could help capture the brand positioning of the clients, now a company needs to think about what its customers and clients are thinking and saying about the brand, and (what they are) looking for about the brand and the product, all the time.

“That creates tremendous pressure for the marketing environment,” Dahllof points out, “specifically from  the context of Chief Marketing Officers . How do they manage this 24/7 marketing environment? How do they ensure that you’re controlling the brand in the marketplace?”

The reality, he says, is that you can’t always control the brand in the market place, “but you have to engage with the customers in a consistent and ongoing basis, giving them reliable and authentic information about the brand. “ Brandsare migrating toward online activity, which is driving offline activity.

People are now smarter because of what they learn online,” Dahllof shares. With the conviction one can only get from over 30 years of experience in both market ing communications and PR, he states, “Although traditional campaigns are still strong, thi new source will start to eclipse traditional sometime in the near future.”

The future for PR and Advertising: Integrated Campaigns The good news is that PR and advertising will not be irrelevant.

“Our role is even more important now. Brand tends to get fragmented, and this needs to be centralized,” Dahllof points out.

A greater understanding of this new realm is something Ogilvy had the foresight enough to invest in, ahead of most in the industry. Continuing to build on their PR and Advertising strengths, they fortified and updated these further with knowledge of what goes on in the new arena.

This is done through an internal group dedicated t o digital studies, including research, analysis and insights, “so the rest won’t be encumbered by just following developments online,” Dahllof explains. With this set-up, what they offer clients goes beyond social media presence, a popular, seemingly instant and one - s t ep s o lut i o n employed by many.

One facebook fan page or a Twitter I.D. does not guarantee long-term results. The firm presents Integrated Communi cat ions campaigns , which include Digital Solutions, or brand management in this new environment. Having been leaders in the multi-discipline for so long, I Dohllof explains, “We now get to flex our integrated muscles in the integrated space.”

This is effect ive today for companies moving some of their budget toward digital spending and for those who may be scared to venture into the new medium, who turn to Ogilvy for insight, which they develop, update and analyze through the same research group.

Considering how the Philippines is a huge presence in the digital and social media, Ogilvy PR’s integrated services have also worked to maintain the Philippine group’s industry leadership in the digital services the past two to three years. The team, under the helm of Managing Director Leah M. Huang, is one of their top 10 growers worldwide.

Brand Management Today

“There’s a huge learning curve happening. We’ve got to go there, with energy and passion. There will be mistakes along the way,” he cautions. That’s true with every new movement or territory to tread. “I’m not sure we want to rush through without testing the waters,” he quickly adds, distinguishing between being passionate and foolish.

“There is no cookie-cutter formula. It’s a spectrum,” Dahllof stresses, and goes on to enumerate tested principles: “In Ogilvy, we believe building and safeguarding a brand in today’s digital space is no longer about big ideas as much as a ‘big ideal.’ That’s the sweet spot between the brand’s real self and the cultural tension.”

“Remember the brand,” he adds, “and market it in the environment based on the brand and not the flavor of the moment. Keep the brand positioning top of mind and use it to drive strategies; don’t just go by ‘cool’ tactics.”

In monitoring a campaign’s effectiveness, he advises to listen quickly, to get a sense of the momentum. “Be responsive. Engage, especially with issues. Don’t blame it on another entity. Take ownership.

A quick response on the hot means we’re listening and doing something,” he adds.

To measure the campaign, the metrics now go beyond size and corresponding media values, to include who, how many, and how long. “There is no scientific matrix to it,” explains Dahllof, “it’s part science, part art.” Finding a spot in today’s “free” digital space is a luxury not limited to big organizations and corporate groups. How far one goes into a campaign, he says, “depends on the ambition of the small business.”