Ogilvy in the US is linking up with blog aggregating and indexing service Technorati to let clients tap into blogs, and other user generated content (UGC). The agency has already used blogs for Cisco, IBM and SAP. The alliance with Technorati is called the Technorati Conversational Marketing System.

Ogilvy will work with Technorati to bring together tools and strategies enabling clients to syndicate content, engage in online conversations and build relationships with online communities relevant to their brands.

Carla Hendra, co-CEO of Ogilvy North America tells us:

“By partnering with Technorati, we can offer our clients an innovative engagement point with the Live Web. Key to this is defining measurable ways to integrate blogs and other citizen media on behalf of brands, and understanding how to listen and respond to the voice of each and every audience segment.”

Technorati’s Conversational Marketing System enables companies to build advertising, destination web sites and communities of interest that incorporate and link to compelling blog posts around issues associated with their brands. Ogilvy creative directors then work with each brand to create participatory sites and advertising. By promoting the voices of the audience, brands gain an opportunity to enter into conversations related to their brand in a positive light.

Peter Hirshberg, Chairman and Chief Marketing Officer at Technorati tels us:

“The benefit of social media is that it allows brands to build a more authentic, participatory relationship with its audience than was possible
in the mass media era. Increasingly, the Live Web rewards brands that genuinely engage with all those they seek to serve. Our Conversational
Marketing System enables this game-changing method of audience engagement because we have a unique relationship with citizen publishers and our index of Live Web media is, frankly, unparalleled.”