SAN FRANCISCO: Blockchain company BLOCKv has selected Ogilvy as AOR.

BLOCKv provides a "scalable platform" for the creation of unique digital objects called "vAtoms," which are "smart, dynamic, experiential assets," a release explained.

BLOCKv CMO Michael Dobak explained that vAtoms can include music, videos, and digital objects from video games and other sources. They are intended to give consumers, via the blockchain infrastructure, the ability to buy, sell, trade, and own objects that only exist digitally.

Ogilvy is BLOCKv’s first AOR, said Dobak. He decided to hire an agency in June and began the search in July, inviting Ogilvy and three other agencies to pitch via RFP. Dobak would not name the other agencies. The final decision was made later in the summer and Ogilvy began work for the tech company in the fall.

"One reason [the RFP] led me to Ogilvy was obviously they have pedigree in tech and they have also set up a blockchain [specialty]," Dobak said. "It’s an emerging tech that has a specific need and the ability to understand and familiarize itself with all aspects of blockchain is highly valuable."

Dobak said he’ll be tasking Ogilvy with reaching out to two important audiences: the brand/advertising world and developers. He explained that BLOCKv’s audience is comprised of brands that want to push into new digital solutions to engage with customers."

"There alone a tremendous opportunity exists and a big audience that could go across many industries," he said. "We see a lot of traction in retail and also selling and pitching to advertising and digital agencies who can use this for programs for their brand."

Given that BLOCKv is in the blockchain space, it has a developer community it wants to feed into and manage, Dobak added.

"It’s important, as we look at emerging tech and how rapidly its moving, that we are staying in front of that development and the intersection of vAtoms into various protocols," he said.

Dobak said when it comes to brands, Ogilvy will be helping BLOCKv promote itself via thought leadership and events. For developers, social media and online forums will play a larger role.

"We are not going after single developers, per se, but developer communities," he said. "We will really get into social management and understanding how do we go into those communities that are in the Reddits or Telegrams and make sure they are informed about where the platform is."

Dan La Russo, MD of Ogilvy West Coast, is leading an account team of five staffers. Budget information was not disclosed.