The O Group

Introduce your business and what you do there.

I’m the head of marketing at a tequila company.

What challenge were you trying to address with The O Group?

We needed to present our brand as a luxury tequila company with a refined taste and flavor profile. However, we had a hard time coming up with the visuals and videos to relay that in a simple and concise manner. 

What was the scope of their involvement?

We set out to create a brand video that we could use across our social platforms and to set the tone of our brand. In the beginning, we had a brainstorming session with The O Group. We discussed our brand’s tenets, values, and messaging that our company wanted to portray visually. After that, they fine-tuned our audience profile to determine how we could communicate with our target. 

Then, they storyboarded our concepts. They came up with various options and asked us to choose. We chose the one that looked on point and had a few rounds of back-and-forth discussions to perfect the video’s copy, voiceover, and visuals. Our team also advised them on specific elements that we thought could be improved. 

What is the team composition?

We worked directly with Orit (Founder & CEO) and Daymon (Chief Creative Officer). They worked with other people, including the scriptwriter, but they were our main points of contact. 

How did you come to work with The O Group?

We found them through Google. 

How much have you invested with them?

We spent between $50,000–$100,000. 

What is the status of this engagement?

We worked with them from June–September 2020. 

What evidence can you share that demonstrates the impact of the engagement? 

Our company used the video and photography assets they created across various channels, whether that be our website or social media. Overall, these assets set the tone for how we present ourselves. 

Moreover, I loved that they challenged us to think differently; they didn’t simply go with what we wanted. They were great at saying no and suggesting something else that could work better. They also told us why a certain decision wouldn’t work in our favor. As a result, we knew that they thought deeply about what they did for us and why. Overall, they were smart and knew what they were doing — that was one of the biggest reasons we loved working with them. 

How did The O Group perform from a project management standpoint?

The O Group always met deadlines, and we had no issues about it. Moreover, it was easy to communicate with them because they were responsive. The team provided speedy answers whenever we asked any questions in terms of concepts, privacy issues, and other concerns that arose during the project. Overall, their project management was seamless. 

What did you find most impressive about them?

The O Group was smart. They weren’t only visually on point; they also thought through every single aspect of the project. The way they envisioned the brand and its positioning in the marketplace was strategic. 

Further, they were proactive in what they offered. We didn’t have to pull things from them as they came up with ideas. Simply put, they were more intelligent than other agencies.

Are there any areas they could improve?

No, there weren’t any. 

Do you have any advice for potential customers?

When you go into a project with The O Group, know your goals. Relay the brand’s key aspects that are important to you. Communicate it well to them, and they’ll make it shine — they’ll package it up and present it well. In simple words, you must have an idea of what makes your brand special. 

Introduce your business and what you do there.

I’m the director of operations for Keswick Hall. We’re an 80-room luxury boutique hotel in Charlottesville, Virginia.

What challenge were you trying to address with The O Group?

We had closed in 2017 for a renovation, so we were trying to do a complete rebranding of the hotel.

What was the scope of their involvement?

For the total rebrand, The O Group did some creative design, updates across the board, and new materials for the website. They did extensive research and discovery to carry all out.

Right now, they work on social media campaigns for Facebook, Instagram, and Twitter. We just finished up a photoshoot last week, and they’re getting ready to launch that in the next couple of weeks. We have another photo shoot scheduled in October where they’ll bring in actors for our lifestyle shoots.

What is the team composition?

Daymon (CEO) and Orit (Founder & CEO) are the head of people. We also have a couple of people from their design group and two photographers to help with photoshoots.

How did you come to work with The O Group?

My managing director lived up in New York and heard of them through word of mouth. It was the best group that he knew of.

How much have you invested with them?

We’ve spent between $500,000–$1 million.

What is the status of this engagement?

We began our partnership in February 2019, and it’s ongoing.

What evidence can you share that demonstrates the impact of the engagement?

We’re pleased with the quality of the website and marketing collateral that we’ve received.

How did The O Group perform from a project management standpoint?

They make the process really easy and fun. They’ve been exceptional. Their team has an eye for detail and is in a clear understanding of our objectives. We communicate via email and texts. We usually talk daily over the phone. Overall, they’re available all the time.

What did you find most impressive about them?

They have integrity and are honest, but overall I’d say they’re very respectful.

Are there any areas they could improve?

No, I wouldn’t say they have any. They’ve been professional but also lighthearted, so it hasn’t been stressful. They’ve picked up on our personalities and what it means for us to complete this project.

Do you have any advice for potential customers?

Listen to their ideas. They’re so creative that sometimes just watching and listening to their creative process is a learning experience in itself.

Introduce your business and what you do there?

I’m the founder and creative director of Shwetambari. We’re a startup luxury brand that shows the craftsmanship of India through New York aesthetics.

What challenge were you trying to address with The O Group?

I needed to find a partner to help with the company’s full branding needs.

What was the scope of their involvement?

We started with a strategy to flush out the DNA of the brand — to get to the crux of it. From there, we moved into the design stage, and The O Group team developed our logo, campaign, and e-commerce site. They also designed our website and brand packaging.

Currently, they’re working on a video which we’ll use as a marketing and PR tool for our website. On top of that, they’re helping create the brand book that we’ll give to buyers and industry professionals.

What is the team composition?

I'm working with Orit (CEO) and Daymon (Chief Creative Officer).

How did you come to work with The O Group?

I found them on Google and saw their profile on Clutch. I also spoke with several agencies, but I really liked the hands-on approach offered by The O Group.

How much have you invested with them?

We’ve spent $300,000–$400,000.

What is the status of this engagement?

We began working together in September 2019, and it’s ongoing.

What evidence can you share that demonstrates the impact of the engagement? 

The O Group has been extremely collaborative. On top of that, they’ve been open to any changes we’ve requested. The logo they’ve produced is absolutely beautiful and has transformed our brand into something much bigger than we’ve imagined. We can also see that they’re fully invested in helping us put our vision together — they’ve become part of our brand. Overall, we don’t plan to end our engagement anytime soon.

How did The O Group perform from a project management standpoint?

They have exceeded my expectations on every level. Moreover, their communication skills are excellent, and we speak several times each day. Overall, The O Group is always available and responsive.

What did you find most impressive about them?

The O Group’s hands-on approach has been impressive. We’ve also appreciated that they’ve been willing to work with a new brand like us. They’ve held our hand and listened to us every step of the way. Above all, they take feedback very well, which is quite rare to see in a company.

Are there any areas they could improve?

I can’t think of anything they can improve.

Do you have any advice for potential customers?

Be hands-on and keep your communication lines open. More importantly, stay involved so that you can fulfill your vision and have the best outcome.

Introduce your business and what you do there.

I’m the senior brand manager at PGT Innovations, a window and door company. My role is to oversee brand positioning and messaging for four of our leading window brands. 

What challenge were you trying to address with The O Group?

Each of our four brands has its own individual personalities and niches in the market. One of those brands is called WinDoor, which is focused on selling luxury windows and doors in coastal areas. When I looked at the materials of WinDoor compared to other brands that I managed, there wasn’t a huge differentiation in terms of how it was positioned and the actual visuals.

Our company was looking to elevate WinDoor into the first luxury brand in the industry. Other brands claim to be luxury, but they’re really focused on the idea of high performance and the way that their products are made. I wanted to go beyond that and dig into what a consumer would consider luxurious.

We sell our brands exclusively through a dealer network. For WinDoor specifically, we have architects, custom builders, and high-end dealers who sell to the actual end-user. We needed an agency that could support us with rebranding while understanding that we have different B2B and B2C audiences that we need to communicate with. Whenever I do a rebrand, I don’t just want to make it look pretty — it also needs to tie back to our core values and support how we’re trying to connect with audiences.

What was the scope of their involvement?

Our company needed The O Group to do a lot of research upfront. When I met with them, they were the only agency that spent the majority of their time talking about their discovery processes, which was a big reason that I chose them. The research they put into that process helped develop what ultimately became the creative platform the end-users see. 

The team came down to learn our business. They also met with key stakeholders to understand where the opportunities were and to get the history of the brand. They looked at our competitors and outside of the industry. The team tapped into a lot of different areas before they even got to the point of recommending how we should position the brand. There were a lot of elements that went into place before they presented what the logo images should look like. The O Group put in a lot of work to ensure the message was going to connect. 

Right now, we’re working on the timing of the campaign’s release. In this particular industry and luxury niche, we know that quite a bit of traditional marketing strategies like print ads will be involved. We will also implement digital advertising, such as paid social media, organic social media, and pre-roll advertising. Essentially, it will be an integrated campaign, but traditional marketing will play a key component given the different audiences that we have.

The O Group team will also be updating our website as well to make sure it’s up to the new brand standards. 

What is the team composition?

I work exclusively with Orit (Founder & CEO) and Daymon (CCO). 

How did you come to work with The O Group?

I Googled luxury agencies and looked at around a dozen companies from New York, Los Angeles, and Florida. I then spoke with 4–5 of them. Finally, what stood out to me about The O Group team was their level of strategy to make sure we had the right creative in place. A lot of other businesses just kept telling me how good they could make the products look, but they didn’t have a lot of creative ideas. 

They also showed a couple of very relevant examples of some companies they had worked with that were very similar to our industry. That helped me understand how their work could apply to the windows and doors business. Many of the other agencies we spoke to didn’t go that deep.

How much have you invested with them?

Our company has spent around $300,000. 

What is the status of this engagement?

I began speaking with them in November 2019, and our engagement started in January 2020. The project is ongoing. 

What evidence can you share that demonstrates the impact of the engagement?

Our marketing department and the executive team got a preview of what WinDoor’s new branding will look like. They immediately saw that The O Group is creating something that can help us in the endeavor to increase market share and have national growth potential. This really spoke to them because WinDoor is primarily a Florida brand.

They also presented a bold idea and something that this industry has never done before. However, The O Group felt it was what we needed to do to stand out. The proposal has been extremely well-received, and we all are very confident that it will only be a matter of time before our competitors begin to copy us.

How did The O Group perform from a project management standpoint?

They have excellent communication and have not missed any deadlines. Orit and I are in constant communication, and she always checks in on expectations and adjustments.

What did you find most impressive about them? 

Their intuitiveness is the most impressive trait they have. We gave them so much information about our business, and they managed to latch onto incredibly important points that could’ve been easily overlooked.

When they presented the brand positioning, the creative platform, and the different facets of what they did, it was very obvious that they just didn’t listen to us; they also recognized what our differentiators were, even when we didn’t recognize them. They transformed those differentiators into really powerful messaging. They’ve demonstrated this ability in multiple projects I’ve worked with them on.

Are there any areas they could improve?

I’m incredibly pleased with my relationship with them. I don’t have any feedback on how they could become better.

Any advice for potential customers?

Make sure that you are actively part of the process, and you’ll be blown away by the results. I’ve seen a lot of companies who work with agencies, and they expect the agency to produce magic with very little input. I’ve worked closely with the team on this project and another one. I’m confident that the reason these projects have become so stellar is that we made sure they understood our business. 

Introduce your business and what you do there.

I’m the vice president of brand marketing and communications for a textiles company. We cater to the hospitality and healthcare industries, and to consumers.

What challenges were you trying to address with The O Group?

We wanted to increase brand awareness with the launch of our new brand.

What was the scope of their involvement?

They helped with brand direction for photography. They created the brand standards for our photography and came up for the concepts of how to shoot our new line. Their team leaned into our positioning of the product line which is “true artistry in Italian linen.” They came into ideas that set us apart in the marketplace. 

What is the team composition?

I worked with two people: Orit (CEO & Partner) and Daymon (CCO & Partner). 

How did you come to work with The O Group?

I was doing Google research for creative agencies. Their website resonated with me because of its sleek design and what they were saying about reimagining luxury. They also had an impressive client list. 

I felt like they were very candid when we spoke. A lot of creative agencies will overpromise, but they were more authentic and honest about what was and wasn’t possible. 

How much have you invested in them? 

We’ve spent about $150,000 in total. 

What is the status of this engagement?

We started working with them in January or February of 2019. They delivered the creative assets for our product line towards the end of the year. We paused our work for a few months, but we’re looking forward to re-engaging with them again once COVID-19 calms down.

What evidence can you share that demonstrates the impact of the engagement?

This is the only agency that we’ve wanted to work with again and continue to go to for advice. They were able to gain the trust of our most senior leadership. It’s nice to have found an agency that we can trust and continue to build a relationship with. I can’t wait to work with them again. 

How did The O Group perform from a project management standpoint?

They’re always available. I can text them on a weekend, and I’ll get a response from them within minutes. Their communication is really good. We’ve communicated a variety of ways from Google Teams, to video conferencing, text, and email. 

What did you find most impressive about them?

Their passion for their work is impressive. They know luxury and like to challenge themselves to deliver something different and unique for every project. I recall another agency we worked with that was based in New York, and I think they went to their archives and reused stuff that they had done before. That’s not the case with The O Group. They think outside of the box, and everything comes together in a beautiful, harmonious way. 

Are there any areas they could improve?

No, I can’t think of anything right now. 

Do you have any advice for potential customers? 

It’s important to trust them. I can candidly tell them what challenges we’re facing, and they’ll work with me. Lean into their expertise and what they can bring to the table. 

Introduce your business and what you do there.

I'm the CEO of Kallati, a family-run jewelry designer and manufacturer.

What challenge were you trying to address with The O Group?

We needed help building a compelling and unique platform, from messaging to creative assets, with the goal of eventually becoming a household name. We engaged The O Group to help establish our brand identity in anticipation of a relaunch of our company's image.

What was the scope of their involvement?

The O Group provides branding services from A to Z, including overall strategy, naming, web design, and social media content. They've also done a lot of research, interviews, and competitor analysis.

What is the team composition? 

We mostly work with Orit (Founder and CEO, The O Group) and Daymon (Chief Creative Officer, The O Group), as well as a couple of others more involved with our social media and website work. 

How did you come to work with The O Group?

I came across them by word of mouth. They had a great reputation and we liked the work they'd done for other brands. 

How much have you invested with them?

When dealing with a high-caliber company such as the O group, expect to invest a few million dollars during the course of your engagement.

What is the status of this engagement?

We've been working with them since August 2018.

What evidence can you share that demonstrates the impact of the engagement?

The official launch of the brand and website hasn't happened yet, but we've been very happy with the quality of their work thus far. They continue to deliver different elements of the brand in phases, and the creative assets are all coming together quite nicely.

How did The O Group perform from a project management standpoint?

They've performed phenomenally well. They respond to our requests almost instantaneously, whether it's through email, text message, or phone call. The whole process has been one of the most seamless relationships I've ever had with an external vendor.

What did you find most impressive about them?

They've taken a holistic, personalize approach to our entire branding project. Throughout the engagement, they've been great about explaining phases of the work in layman's terms, listening closely to our needs, and paying attention to every detail. They don't apply cookie-cutter solutions; they tailor the work to incorporate client feedback and ideas. 

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

Don't wait as long as we did to invite them to take part in the branding process or be surprised by the investment, because it's worth it in the long run. Branding is a big, time-consuming and costly endeavor, so try to give their team a 6–12 month timeframe if possible.

Introduce your business and what you do there.

I am the founder and CEO of Bōtage Beauty, a startup beauty brand that will be launching in the fall of 2018. We are a luxury brand providing European anti-aging cosmetics to the U.S. market.

What challenge were you trying to address with The O Group?

As a startup, we needed to establish our brand DNA, nailing down basic details such as the colors, the style of writing for the company name, wording, photography, packaging style, and our web and social media look.

What was the scope of their involvement?

The O Group started out by establishing an overall visualization of our brand—our look-and-feel, who we are, and how we present ourselves. We created a visualization that was used for the writing of our company name, which serves as our logo. They also created a monogram. I was given various style options. I chose one, and we worked together to refine the look of the name until we were all satisfied.

We went on to develop packaging. I brought the team samples of the product so they could get a feel for the brand. We’re currently working on photography, site development, and setting up social media.

What is the team composition?

I’m working directly with the Founder and CEO and the Chief Creative Officer.

How did you come to work with The O Group?

I knew I needed logo design and brand DNA from the beginning, so I searched Google. I interviewed a few agencies, including small and large ones. The O Group seemed to fit perfectly in terms of size, but they also offered the same services as the larger, more expensive options. They could do the work with a much more personal approach, so I chose them.

How much have you invested with them?

The cost of their work has been about $160,000.

What is the status of this engagement?

We started working with The O Group in April 2015. The first project was completed six months later. We have an ongoing relationship.

What evidence can you share that demonstrates the impact of the engagement?

The website hasn’t been revealed to the public yet, but we have a lot of work going on internationally with established European manufacturers. The overall response has been very good. Everything we’ve put together has been well-received.

How did The O Group perform from a project management standpoint?

They are meticulous, organized, and easy to work with. We’ve set launch dates and they’ve stayed close to the schedule. Considering that we are a startup company, we’ve had to start and stop the work, and they’ve been flexible during these times.

The O Group is very much a part of the team. Although we have a client relationship, it has evolved a lot.

What did you find most impressive about them?

I appreciate the personal service. The O Group has the ability to offer big brand agency work despite having a smaller size. They aren’t as costly as larger providers, but the service quality is the same.

They’ve been in this business for a long time, so they have most of the details smoothed out. The O Group has been spot-on, even with challenges such as ours.

Introduce your business and what you do there.

Audio Video Systems is a custom integrator of, primarily, consumer electronics for residential purposes. We do everything that gets involved with electronics in the home, whether it's lighting, audio visual, or WiFi. We integrate with security and HVAC [heating, ventilation, and air conditioning], the total smart home solution.

I am the chief operating officer.

What challenge were you trying to address with The O Group?

The specific challenge was that most of our business is on a referral basis from architects, designers, and builders. It's not really B2B [business-to-business]. They understood the brand and what we were trying to do.

What was the scope of their involvement?

When I joined this company 10 years ago, the first thing I looked at was the existing website, the logo, and the look of the company and everything was old and stale. I called Orit and, of course, she agreed and set about redoing the look and how we presented ourselves to the world. They did the first re-do of our website back then, and last year, we relaunched a newer website.

How did you come to work with The O Group?

I had heard Orit speak at a conference, so she was already in my head. I saw the work that they did and the kind of brands that they work with. My own background was from high-end luxury consumer electronics retailing in New York, so I had a feel for what it was that we needed to do and how we needed to present. I was very comfortable with Orit and her team being able to polish up our brand, which is exactly what they did.

How much have you invested with The O Group?

An average project would be around $15,000 to $20,000.

What is the status of this engagement?

It began in 2006. It is ongoing.

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I can tell you unequivocally that the stats that I get back from the new website are great. And now that we're totally mobile friendly, the views from phones and tablets have gone through the roof.

I work in the office the vast majority of the time, so when we get a cold call or an email, they come to me for follow up and qualifying, and invariably, every call that I get are from people that have been on the website.

How did The O Group perform from a project management standpoint?

They've been fantastic. They're usually ahead of me.

What did you find most impressive about The O Group?

They took the time, not only because what we deliver is an interesting product, but because everybody has some form of consumer electronics in their home. They got out on the road and they visited our competitors. They didn't just go to their websites. They put in the effort to really become familiar, or even more familiar, with the categories that we were involved with. They've actually reached out to some of my vendors to get a feel for what it is we do; I was very impressed.

Are there any areas The O Group could improve?

Honestly, no.

Introduce your business and what you do there.

For more than 20 years, I've been sourcing and roasting some of the world's most amazing coffees. In addition to that, I am a licensed quality grader. I'm one of about 1,000 people around the world who has a designation for assessing, analyzing, and scoring coffees. I am also an International Cup of Excellence judge. I travel the world to coffee growing regions like Colombia, Burundi, Kenya, and Costa Rica. We're always trying to help our farmers and producers as roasters and sourcers to create better coffee. It can often be the simplest thing that's happening at the farm level that will make a huge difference. I am the founder.

What challenge were you trying to address with The O Group?

In 2012, I realized that I wanted to curate these very high-end line of coffees. Nothing exists in this marketplace, and I recognized that that's what I wanted to bring to market. There's a place for it but, to create the brand identity, I was up against a wall for something coming across as luxurious. That's when I did a lot of research. I ran across a blog post by Jason Cohen, the vice president at The O Group. It resonated – it's as if he wrote it to me. It was all about how you've been providing an amazing product – you're a customer for years,  and I feel like it's the time for me to niche up and put something together. It went on to say you can do that but, without direction, you're spinning your wheels. I looked them up and gave them a call. We went outside of our market to find someone who specialized in similar products. They had a foundation to understand our market versus going to someone who does website development or IT [information technology].

What was the scope of their involvement?

We did brand ID from start to finish short of the name. They were able to vet it and see if it would work in the category, and they felt it did. That was a huge part of it –  creating the logo. A spectacular crest was important to me. I loved the process from all the information they gathered for me to information about the marketplace to how they created my logo, how they created the voice, how we went through the process of creating that target market, and what component I wanted to speak to. The website is the foundation – it's my biggest sales tool. It's a direct to consumer e-commerce driven brand. They were very instrumental in the visualization of the website and the look and feel of our site. From the imagery definition to the illustrations on our home page slider to the simplicity of our limited product line and how it conveys. It's very to the point. It was built on Magento.

How did you come to work with The O Group?

The blog post definitely got my attention. I interviewed five comparable creative agencies. I feel like the founder and owner [CEO Orit] understood my vision for bringing this brand to life. The entire team was completely excited about what the product was and took the time to listen. During the interview process, they grasped what I was trying to say. I feel like The O Group was centered where I had a bigger chance for exposure among their influence and influencers. I interviewed companies in Atlanta that weren't connecting with what I was trying to do.

How much have you invested with The O Group?

For the brand identity, it was $50,000 to $200,000. That included a couple of the things I did through them like having illustrations made.

What is the status of this engagement?

It's an open and close project. We created brand identity and set the stage. The website launched in January 2015. We did a few projects with them through March 2015.

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The social media engagement program they created was very successful in terms of attracting people to our social media.

How did The O Group perform from a project management standpoint?

They put out a schedule, and I would say they operated within 80 percent of it. I always had to travel to New York to meet with them, so there was some give and take related to the scheduling. They were 90 percent on track with the schedule.

What did you find most impressive about The O Group?

Orit's enthusiasm for understanding what this brand potential was with just a few sentences from me. She got it right away. Jason's ability to articulate the brand was almost magical. The way he can word things is phenomenal.

Are there any areas The O Group could improve?

I think one thing that happened was that website development technology was changing while we were doing the site. The website development technology was changing from having to outsource building to the Shopify model. I couldn't shift gears and do something else because I was already 70 percent down a path with this other type of website build. I feel like we sometimes didn't always see eye to eye on how to get the project done. It was probably just me not changing with the technology, but I wouldn't throw all that away.

Please describe your organization.

My company is Magnum, and we are charged with bringing a brand called Magnum Cream Liqueur to the United States. We've been in existence since 2014 and are responsible for positioning and sales – virtually everything related to bringing Magnum to the United States.

What is your position?

I am the brand director.

What business challenge were you trying to address with The O Group?

Magnum was a well-known brand in the rest of the world before it came to America. We honestly were not ready for prime time, not ready for the American consumer. The American consumer is probably the most sophisticated in the world, particularly in the area of alcohol and, specifically, luxury alcohol. Given the sophistication of the American consumer, any brand that wants to enter the US market faces a unique set of challenges. I needed help in positioning and presenting the Magnum proposition in a way that would be both compelling and relevant to the American consumer.

Please describe the scope of their involvement in detail.

I'm looking for what I call look and feel – what the brand looks like, what it feels like. I'm not sure if "positioning" is the best term, but when I see a brand, it should have a certain je ne sais quoi about it. That is something I get – and I think the consumer, whether or not they're aware of it – will get as well. I would say that the scope of the work was an overall positioning of the brand, almost an aesthetic challenge.

It is important to note that while the target was the US, and The O Group needed to launch the brand successfully in the United States, the work that they did for me would impact the brand globally. The global website and the global look and feel now reflect the work that The O Group did, even though the focus was only on the U.S.

Did their work extend into packaging, labeling, advertising, and so forth?

The packaging and labeling already existed. The O Group just needed to polish and present the existing packaging and labeling. They, of course, handled advertising, even though that's not necessarily a major thrust of mine. But, having some print ads available was key to getting some events behind the brand.

How did you come to work with The O Group?

I've been in the wine and spirits business for 20 years. My longest stint during that time was many years ago when I was working for a company called Schieffelin & Somerset, a joint venture between Diageo and Moet Hennessy. That's where I was introduced to The O Group because they had done work with both the Moet Hennessy and Diageo brands. That was my first introduction to them. It's become a relationship that I've kept up in time as I worked on other projects for other companies.

Could you provide a sense of the size of this initiative in financial terms?

I'd say we've spent somewhere between $50,000 and $100,000 working with The O Group.

What was the timeline of this engagement?

My current relationship with The O Group began in 2014 and is ongoing. As the brand continues to expand, I have plans to engage with them in other aspects of my marketing. I'm definitely committed to continuing working with them.

Could you share any statistics, metrics or other feedback from your work with The O Group?

It's a bit difficult to measure at this point in the brand's life because it's still so new. I would say the ultimate goal at this time is establishing Magnum in America. From that standpoint, their work has served Magnum well.

What distinguishes The O Group from other providers?

It's definitely their holistic approach. No matter what the assignment is that they tend to look at a brand holistically. That means how the brand exists not only on an advertising page, but also how it exists in the trade, all the different outlets that Magnum would be in – places where brands that I've worked in the past have been. Actually, it's an approach that considers not just the scope of the particular project but goes beyond that, that looks at the overall branding.

The O Group created a brand that could appeal to every stakeholder in the process, whether that is a liquor storeowner, a distributor, or the ultimate customer. I appreciated their holistic attitude.

Is there anything The O Group could have improved or done differently?

They are one of the better agencies I've worked with – that's why I continued to work with them. I don't see much that I would change. If I had to change anything, I'd change my ability to work with them more often. I wouldn't say there is anything they need to change.