Toby Trygg has rejoined the Ogilvy network as executive creative director where he will lead the creative teams at Ogilvy Health’s New York office.
Trygg, who began his career more than 20 years ago at Ogilvy as an art director, comes to Ogilvy Health from McCann Health, where he held the post of SVP, group creative director. He has an extensive, 16-year background in consumer marketing and an additional seven years in the pharma and healthcare ecospheres. Trygg brings a truly multidisciplinary approach and disruptive thinking to Ogilvy Health.
In his new role, Trygg will be responsible for overseeing the creative teams located at the agency’s NY-based office where he will drive forward the creation of cutting-edge brand identities and execute breakthrough healthcare marketing campaigns. Mr. Trygg will report directly to Samantha Dolin, Ogilvy Health’s chief creative officer.
Trygg has been pioneering the use of new media and technologies in partnerships with new media outlets and platforms including Facebook, Google, and Snapchat. He was recently recognized by Facebook as one of the top 15 social thought leaders in the pharma industry. Trygg is a founding member, and current board member of Facebook’s Health Advisory Panel.
Trygg has received many awards and much recognition from some of the most prestigious creative competitions in the industry including Cannes Lions, London International Awards, Global Awards, and The Creative Floor Awards.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More