Ogilvy and Mather

Ogilvy and MatherA CASE STUDYSubmitted ByUttam SatapathyPGDIM-18, Roll No. 157ContentsBackgroundMilestonesGovernanceClientsVision and ValuesManaging Brands @ Ogilvy & MatherDiversificationFuture PlansBackgroundFounded in 1948 by David OgilvyOne of the eight largest advertising networks in worldOperates 497 offices in 125 countries with approximately 16,000 employeesHas helped to build some of the most recognizable brands in the world

MilestonesYearMilestone1948Founded by David Ogilvy as Hewitt, Ogilvy, Benson and Mather (HOB&M) in New York1951First big break man with the black eye patch campaign for shirt-maker C. F. Hathaway. Campaign runs for 25 years.1953 Hewitt leaves the agency which is now called Ogilvy, Benson and Mather1964Merges with Mather and Crowley of London to become Ogilvy and Mather International1966Becomes the first ad agency to go public on London and New York Stock Exchanges1975Clients include American Express, IBM, Merill Lynch (large corporations), World Wildlife Fund (non-profit organization) and Puerto Rico (nation)Milestones YearMilestones1989Joins WPP Group (which includes competitors like JWT, Hill and Knowlton) after a hostile takeover1992The Firm gets its first female CEO with Charlotte Beers, who helps in increasing the companys billings by $2 billion1997Shelly Lazarus becomes the CEO. Named by Forbes as one of the most powerful women in American business2001Dot-com burst and September 11 terrorist attacks lead to advertising recession in US and thus affects the firms revenues2006Major restructuring helps the firm to bounce back and win both awards and big new contracts2008Miles Young succeeds Lazarus as the CEO of the firmGovernance

Miles YoungChief Executive OfficerOgilvy and Mather Worldwide

Tham Khai MengWorldwide Creative Director & Chairman,Ogilvy and Mather Worldwide

Shelly LazarusChairmanOgilvy and Mather WorldwideGovernance

John SeifertChairmanOgilvy and Mather North America

Tim IssacChairmanOgilvy and Mather Asia Pacific

Marcos GolfariRegional DirectorOgilvy and Mather LatinaClients

Clients

Vision and Values To be most valued by those who most value brandsVISIONVision and ValuesWorking for brands, in brand terms representing its own skills and those of its clients Encouraging individuals, entrepreneurs, inventing mavericks Valuing candor, curiosity, originality, intellectual rigor, perseverance, brains and civility Preferring the discipline of knowledge to the anarchy of ignorance (and expressing the preference by pursuing knowledge the way a pig pursues truffles) Prizing both analytical and creative skills: without the first, you cant know where to go; without the second, you wont be able to get there Respecting the intelligence of its audiences Expecting its clients to hold it accountable for its stewardship of their brands, and its success to be judged by making their brands more valuable to both users and owners

VALUESManaging Brands @ Ogilvy & MatherDEGREE BRAND STEWARDSHIP360360 DEGREE BRAND STEWARDSHIPPhase 1: DiscoveryWhat is the essence of the brand?

What is the brand voice and personality?What is the product behind the brand and whos buying it?What is the company behind the brand?What is the environment in which the company operates?What is the brand vision?360 DEGREE BRAND STEWARDSHIPPhase 2: Strategy and PlanningWho are the brands audiences? And what is their understanding of the brand ?Where does the brand touch customers?Which of these touch-points are moments of truth?360 DEGREE BRAND STEWARDSHIPPhase 3: ExecutionWhat is the idea?

How does the idea inform all creative efforts?Where is this idea going to play out?How is success measured?Diversification

Ogilvy PR is a global, integrated communications firm that blends proven PR methodologies with cutting edge digital advances to craft strategic programs that give clients winning and measurable results whether marketing, public education, issues management or crisis communications.DiversificationOgilvyOne is leader in interactive marketing. It provides services in Consulting (Marketing and interactive strategy, Business development, Sales acceleration, Marketing analytics, ROI optimization), Communications (Creative ideation, CRM, eCRM, Direct marketing, Multi-channel direct response, Interactive marketing, Integrated campaigns, Digital dialogue) and Connections (Mobile marketing, Email marketing, Social media marketing, Direct and digital media planning and buying, Database management).

DiversificationNeo@Ogilvy is the world's leadingdigital and direct media agency.The agency provides a full range of digital and direct media services, including media strategy, planning and buying,search marketing, performance marketing, analytics and technology, mobile marketing, social media marketing, digital out-of-home marketing and others.

DiversificationOgilvyInteractive creates digital marketing and technology applications across all interactive channels for major global and national brands.OgilvyInteractive offers a comprehensive suite of services like Digital Strategy, Brand Experiences and Platforms, Site Design & Development, Online Advertising, Social Media & Word-Of-Mouth Marketing, Direct & Performance Marketing etc.

DiversificationOgilvy Noor is the worlds first bespoke Islamic Branding practice, offering expert practical advice on how to build brands that appeal to Muslim consumers, globally. It combines decades of experience and best practice in marketing successfully to Muslim consumers globally, with pioneering up-to-the-minute research conducted to shed light on the lives, needs and desires of the new Muslim consumer today. It then turns these insights into practical guidance for the brand and market.

Future PlansNew Agency model from message generator to content producerThought leadership OgilvyEarth and OgilvyNoorCo-creationValue ExchangeCollaborate with consumerDigital MarketingThank You