Ogilvy Argentina launches Ogilvy Finishers, start-up program focused exclusively on communication business

Business, Creativity, Start Up

Ogilvy Finishers is the first start-up program conceived by Ogilvy & Mather Argentina, together with the IAE Business School Entrepreneurship Center, and focused exclusively on the communication business.

Ogilvy Finishers is the first program sponsored by an advertising agency and dedicated to entrepreneurs who have ideas or projects targeted specifically at the communication area.

Juan Mart8n, Diego Luque, Silvia Carbonell y German Yunes

We aim at finding ideas and creativity outside agencies. Ogilvy Finishers allows us not only to identify and find innovative communication projects, but also to make them come true

Germán Yunes,

Ogilvy & Mather Latina South’s CEO & Geometry Global’s CEO Latin America.

The program drives new talents that innovate in the communication business -from audio-visual content to e-commerce, data or geo-localization- through a program that includes training, education and mentoring provided by the Ogilvy senior team and other high-quality professionals especially selected by IAE.

Diego Luque durante la presentaci=n 2

Ogilvy Finishers is one step forward for Ogilvy. We are evolving towards venture marketing, combining our knowledge in communication with experience in business and investment

Diego Luque,

Strategic Innovation Director at Ogilvy.

The idea came from Diego Luque’s point of view on how creativity and innovation may contribute to business development. Loosing relevance is a big risk and, in order to remain influential, agencies need to dive into the generation of new business, as they have credentials and a history record about how to create and launch products and brands. Agencies are “solution curatorship” and can creatively accompany ventures, so that they become real businesses- turning from starters into finishers.

A total of 48 business ventures have registered in the program, seven of which will be selected by the organizing team to benefit from the Ogilvy-sponsored program.

IAE, Ogilvy y equipos finalistas

Ogilvy Finisher finalist projects are

  • BigDataMachine -a tool for monitoring social networks, and smart technology for knowledge management and sustainability
  • MobAppCreator –a web platform to create and manage professional mobile applications)
  • Social Tools -a SaS platform that enables Community Managers and advertising agencies to create contests and social network promotions without requiring technical skills
  • Aiotra –a social platform to produce video content using creative crowdsourcing by means of collaborative resources; POGO -ideas crowdsourcing for businesses
  • Plataforma de cupones –a mobile application for receiving discount coupons from shops, validated and consumed at the POS in real time
  • Tellme –a digital platform that collects opinions, identifies selling, cross-selling or upselling opportunities, builds user loyalty by means of vouchers, and offers marketing information.

The first prize will be given to the Project that stands out especially for its innovative quality and business potential, and will be announced in October.

Jurado de Ogilvy Finishers con Ogilvy e IAE


The winner – to be selected by a Jury comprised by Pablo Simón Casarino, Emiliano Chamorro, Jorge Grad, Enrique Avogradro, Carolina Dams, Guilbert Englebienne, Guillermo Oliveto, Federico Procaccini, Ernesto Martelli, Sivia Torres Carbonel and Germán Yunes – will have Ogilvy’s support to contact potential clients and find actual business opportunities.

With this program, Ogilvy & Mather positions itself as a promoter of innovation, business transformation and creation of new professions pioneer in new technologies that connect brands with consumers. For Silvia Torres Carbonell, Director of the IAE Entrepreneurship Center, Ogilvy Finishers is also “an innovative way to connect the entrepreneurs’ world with the communication world, creating concrete business opportunities for both. It is very interesting to see how large companies such as Ogilvy decide to find and promote innovation in the entrepreneur ecosystem”.

According to Global Entrepreneurship Monitor (GEM) data, 80% of the start-ups created in Argentina do not survive over two years. According to this 2013 report, entrepreneur activity is high and dynamic, but in the context of a country with high inflation and currency instability, the survival of new ventures is conditioned. In this respect, the Entrepreneur Activity Rate (TEA, as per its Spanish acronym), which includes emerging companies up to 3 months old, was 15.9% of the general population in 2013, while the rate of established business owners reached 9.6% of the population.