The Volkswagen SA group has been an Ogilvy client for close on 30 years, with Ogilvy Johannesburg handling the Audi account and Cape Town handling the Volkswagen business. Over the years, the agencies have created some of the most iconic advertising work in the automotive category.
Much of this is due to Glendinning's unending passion for brand building.
“Mike has been at Volkswagen for 23 years and is a fantastic client to work with. He is worthy of this award in every respect. He has a deep understanding of creating iconic brands, a natural instinct about what constitutes a great idea and the ability to buy into these ideas and make them happen,” says Mike Abel, outgoing COO of Ogilvy SA who worked with Glendinning for 15 consecutive years.
Abel adds that the award is testimony to Glendinning's deep insight into the DNA of marques and his strategic role in building the brands and business.
Glendinning joined VWSA as a graduate trainee in 1985, and moved rapidly up the ladder in the sales and marketing division. He served as general manager - Audi sales and marketing, before assuming the post of general manager - Volkswagen sales and marketing in 2004. In 2006 he was appointed as sales and marketing director for Volkswagen, Audi, SEAT and Volkswagen Commercial Vehicles Brands.
Abel recounts an incident in 1997 when he faxed a sketch of the agency's idea for the memorable Volkswagen bus airport billboard through to Glendinning. “Mike [Glendinning] immediately saw the brilliance of the idea. He faxed back his approval, found the money and the ad went on to win a Cannes Gold, a Loerie Grand Prix and the attention of South African consumers,” he says.
Abel also recalls Glendinning instantly liking the Golf GTI ‘Drummer' TV board and immediately pushing the button on it without any research conducted. It was high energy, optimistic and thrilling commercial that resulted in massive demand for the GTI and also happened to win one of only two Gold Loeries awarded for TV in that year.
According to Gerry Human, chief creative officer for the Ogilvy group, Glendinning has an enormous amount of respect for the agency-client relationship and an absolute understanding of the role of communication in the business. “Mike has led the thinking on client-agency partnering and included the agency in every aspect of the business,” he says.
He adds that Glendinning encourages excellent creative work and the results speak for themselves, with VW/Audi enjoying market leadership in the passenger car market for many consecutive years.
Human says, “His intuitive understanding of his brands and the people who buy them is second to none. He is an inspiration to the agency. He is without a doubt one of the great marketers in this country. This award is well deserved and way overdue!”
Abel points out, “Mike Glendinning's belief that you don't watch a VW advert, but feel it, is testimony to his passion for and commitment to great work.”
He unabashedly states that he is the most outstanding client as he not only recognises but demands brave, exciting and fresh work. This feeling is echoed by Human, who says that the recognition of Glendinning at this year's Loeries reflects positively on Ogilvy and, underlines the agency's resolution to never accept ordinary work. “Mike's achievement is testimony to this decision and to the power of highly successful client-agency partnerships. We applaud Mike's commitment and passion.”
Ogilvy's belief is that great relationships, coupled with consistency, trust, friendship, chemistry and relevance, create great work. The group's focus on client-agency partnerships is no secret and this is the second consecutive year that one of its clients has won the Loeries' Marketing Award. Last year Fred Withers was honoured for his role in building the Exclusive Books brand and business.
For Ogilvy, this is a culmination of excellence for VW and Audi with both consistently being the most awarded automotive brands at Loeries.
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