Ogilvy Hosts Rebranding Contest for Crypto Hopefuls in NYC


Advertising big gun Ogilvy is demonstrating its commitment to the blockchain industry by hosting a weekend-long ‘Brandathon’, where four innovative new companies in the sector will get a brand makeover from a group of crypto-savvy creatives working in teams to win the competition.

According to a statement on Wednesday, the event takes place on Friday, 22 June, at Ogilvy’s New York headquarters, where four designers, four copywriters and four strategists will be selected to compete with each other, divided into four teams and each matched with a blockchain startup.

‘Brandathon for Blockchain’ creatives do not know which team members they will be working with, nor the startup they will be helping, the release states. All the participants understand the underlying vision of the blockchain community and the idea is that creatives and startups can just get to work together.

Brandathon competitors will work with their designated startup to rebrand the company and, on a daily basis, creative work is critiqued and evaluated by a panel of mentors with relevant industry experience, who will ultimately judge the final work of the creative teams.  The mentors and judges will be Rob Behnke, Founder and CEO of Token Agency and Bastian Baumann, Head of Design at Ogilvy.

“We are thrilled to partner with Brandathon to help the Blockchain industry better define itself and become more approachable for all of us,” said Alfonso Marian, USA Co-Chief Creative Officer, Ogilvy, in the statement.  “The potential for blockchain to help the world goes well beyond Crypto. We’re seeing startups use the protocol in disruptive ways in security, finance, instant payments, and even for business for good initiatives. It is clear that this industry will change how customers engage with products, services and brands.”

“For emerging companies, a well-considered brand strategy creates a distinct competitive advantage,” said Brandathon mentor Scott Norton. “Today, how a company communicates is just as important as what they make. Brandathon’s success stems from its uniqueness in pairing innovative companies with creatives, mentors, and judges who transform their chances of success.”