Enterprise Social Network Moves Ad Agency Into the Future

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Ogilvy and Mather builds its own social collaboration system with open-source tools and many, many user interviews.

"We pursue knowledge," advertising pioneer David Ogilvy once said, "in the way a pig pursues truffles."

Naturally when the IT team at the eponymous Ogilvy and Mather built a global knowledge-management platform in 1999, they called it Truffles. The system, containing every major client case study going back decades, became the foundation for day-to-day business at the agency, which is part of the $16.8 billion WPP Group.

But over time, technology passed Truffles by. Fewer and fewer of the company's 18,000 employees used it. Those who did consulted it as a simple directory for phone numbers or client information.

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