"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 $1.9 billion agency.
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.