Ogilvy ANZ has announced the launch of Generative Impact, a new service designed to help brands build and protect their reputation in an AI-driven environment.
Already being piloted with key clients, the service combines Ogilvy PR's earned media expertise with Ogilvy One's digital experience optimisation.
Developed in partnership with AI optimisation platform Semrush, the agency stated that Generative Impact addresses the shift in how audiences discover information, and how Large Language Models (LLMs) source and present it. The new offering guides the strategic development of editorial content, web content, and communications to strengthen brand visibility and authority within LLM-driven discovery.
Generative Impact combines two elements into one offer:
- Ogilvy PR leads the earned-led search component of Generative Impact, applying its expertise in media relations and reputation building to the realities of AI search. Using a framework, the approach ensures brands are cited by AI systems as trusted, authoritative sources, leveraging editorial coverage and third-party validation to influence how brands appear in AI-generated answers.
- Ogilvy One ensures the client’s websites are AI optimised, structuring it so that an organisation’s content is read, ranked and recommended by LLMs. This is done by implementing AI optimised structured data and schema markup, whilst also developing content architectures that maximise LLM discoverability.
President of Ogilvy PR Asia Pacific, Richard Brett, said: "The communications landscape is undergoing its most significant transformation since the advent of social media. Generative Impact is our strategic response, ensuring our clients not only remain visible but become authoritative voices in this new reality.
"In the AI era, a brand's reputation is intrinsically linked to its visibility within these new algorithmic interfaces, directly influencing how brands are surfaced and cited in live AI responses. This is why Generative Impact ensures that our clients' communications efforts directly translate into enhanced brand reputation and measurable business results by making them discoverable, trusted and recommended by AI."
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