Ogilvy & Mather India

• Overview of the advertising industry• About David Ogilvy • Introduction of O & M• Strategies• Case studies• Campaigns• SWOT Analysis• Proposed Strategies• Conclusion

Presented by :-Dipesh. JSalil. LPramod. IRohan. JSuchit. KKushal. GGanesh. M

Overview of the Advertising Industry Worldwide Market of $431 billion

Growth Potential of 6.7%

15000 Crores Advertisement Industry in India

Scaling up of Operations

Effect of recession on advertising

Reverse Brain-Drain

Upcoming Fields include RM and Online advertising

Break-up Of Advertising Sector

42%

48%

1%6%

2% 1% Revenue in 2007(%)

Televison

Print

Cinema

Outdoor

Radio

Internet

At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock

Who made this ad?!!

Dove is one-quarter moisturizing cream

For how many years has th

is tag line been ru

nning?!!

About David Ogilvy

You cannot bore people into buying your product. You can only interest them in buying it.

Encourage innovation. Change is our lifeblood. Stagnation our death knell.

In the modern world of business it is useless to be creative unless you can sell what you create

To be valued by those who most value brands

His Philosophy

Introduction of the Company

Inception– Incorporated in India in August 1928 under the name of DJ Keymer

& Co. Ltd

– Ogilvy & Mather was launched in New York in 1948

Global Scenario– Subsidiary of WPP Group plc

– Current CEO & Chairperson-Miles Young

– 11th Top agency in the World

Global Offices

Contd...

Indian Scenario

– 1st Advertising agency in India

– Exec Chairman & NCD- Piyush Pandey

– Growth rate of 23% in 2007

– Local perspective in accordance with Indian Culture

Mumbai

Hyderabad

Chennai

Bengaluru

Kolkata

New Delhi

Indian Offices

Contd.. O & M Subsidiaries

– Ogilvy & Mather Advertising– Ogilvy One Worldwide– Ogilvy PR– Ogilvy Action– Meridian Communications– Neo

Awards and Achievements

– Creative Agency of the Year 2007- Abby Award– Premier Ad Agency in the Brand Equity Reckoner, 2008– Ranked among top 20 global agencies in Gunn Report 2008

Competitors

JWT

LINTAS

McCANN-ERICKSON

MUDRA

LEO- BURNETT

JWT

Founded in 1864

Revenues of 1.2$ billion

More than 200 offices in 90 countries

Major clients include Nestle, HSBC, Ford, Unilever

Mudra

Started in 1980 with one client- Vimal

More than 125 clients nationwide

Turnover exceeding Rs.10 billion

Mudra Groups– Mudra Max

– Mudra Marketing Services

New Brand Strategy Consulting firm: Water Consulting

Current Strategies

360 Degree Brand Stewardship

Process:– Information Gathering

– Brand Audit

– Brand Print

– Brand Stewards

` Contd…

Customer Ownership– GAP analysis

– Developing Bonds

3 fold approach for Signages– Develop a memory for a location

– Reinforcement & Brand Recall

– Attract new advertisers

Rural Marketing

Contd…

Effect of Recession

– Clients are more cost-conscious

– Provide better value to clients

– More emphasis on unconventional modes of advertising

– Training and conditioning mindset to cope up with the change

– ‘Ironical Situation’

Case Study- Lifebuoy Swastha Chetna

A rural health and hygiene initiative

Multi-phased activity working towards effecting behavioural change

To spread awareness about germs and importance of proper ‘health and hygiene’ practices

On-ground activation centred around Gurudwaras

Case Study-Lifebuoy Swastha Chetna

Subtle Lifebuoy product messages were carried on shoe receipts

Stickers placed above sinks and on soap dishes

Special permission was sought from the Granthis

156 Gurudwaras covered in 138 towns

Case Study-Cadbury Worms Complaint by customers about worms in

Dairy Milk Chocolates a month before Diwali

Sales dropped by 30% in just 10 weeks

Challenge was to restore confidence in key stakeholders

Set up of media desk, leaflets and posters with contact numbers

New 'purity sealed' packaging, testimonial ad on TV

Won gold award at Effies 2004

Campaigns

Client’s Opinions

Perfect Understanding of the Brand

Successful Campaigns

Top Class Service

No major grievances

Need to Reinvent 360 degree Brand Stewardship

SWOT Analysis

STRENGTHS

– Brand Equity

– Unique style of advertising

– Rural Marketing

– Creativity

– Integrated solutions provider

WEAKNESSES

– Old School Concept of Advertising

– Premium charged is very high

SWOT Analysis

OPPORTUNITIES

– High Growth Potential in previously overlooked areas

– Untapped areas like web marketing

– New horizons like political marketing

THREATS

– Economic Crisis

– Tough Competition

Proposed Strategies

Create an Interactive portal

Revamp the 360 Brand Stewardship

Create a SBU to tap into Financial Marketing

Contd…

Diversify the Portfolio– Advertise Political Campaigns– Venture into Event Management– Pitch for IT companies

Handle makeover campaigns for clients

Hunt for Creative Talent

Contd…

Establish Concept Stores for Cadbury

Venture into Film Promotions, media campaigns

‘Venture Advertising’

THANK YOU