Ogilvy & Mather - A Study

A CASE STUDY

Submitted ByUttam SatapathyPGDIM-18, Roll No. 157

Background Milestones Governance Clients Vision and Values Managing Brands @ Ogilvy & Mather Diversification Future Plans

Founded in 1948 by David Ogilvy One of the eight largest advertising networks in world Operates 497 offices in 125 countries with approximately 16,000

employees Has helped to build some of the most recognizable brands in the world

Year Milestone

1948 Founded by David Ogilvy as ‘Hewitt, Ogilvy, Benson and Mather’ (HOB&M) in New York

1951 First 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 Mather’

1964 Merges with Mather and Crowley of London to become ‘Ogilvy and Mather International’

1966 Becomes the first ad agency to go public on London and New York Stock Exchanges

1975 Clients include American Express, IBM, Merill Lynch (large corporations), World Wildlife Fund (non-profit organization) and Puerto Rico (nation)

Year Milestones

1989 Joins WPP Group (which includes competitors like JWT, Hill and Knowlton) after a hostile takeover

1992 The Firm gets its first female CEO with Charlotte Beers, who helps in increasing the company’s billings by $2 billion

1997 Shelly Lazarus becomes the CEO. Named by Forbes as one of the most powerful women in American business

2001 ‘Dot-com’ burst and September 11 terrorist attacks lead to advertising recession in US and thus affects the firm’s revenues

2006 Major restructuring helps the firm to bounce back and win both awards and big new contracts

2008 Miles Young succeeds Lazarus as the CEO of the firm

Miles YoungChief Executive OfficerOgilvy and Mather Worldwide

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

Shelly LazarusChairmanOgilvy and Mather Worldwide

John SeifertChairmanOgilvy and Mather North America

Tim IssacChairmanOgilvy and Mather Asia Pacific

Marcos GolfariRegional DirectorOgilvy and Mather Latina

To be most valued by those who most value brands

VISION

•Working for brands, in brand terms representing its own skillsand 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 ofignorance’ (and expressing the preference by pursuing ‘knowledgethe way a pig pursues truffles’)• Prizing both analytical and creative skills: “without the first, youcan’t know where to go; without the second, you won’t be able toget there”• Respecting the intelligence of its audiences• Expecting its clients to hold it accountable for its stewardship oftheir brands, and its success to be judged by making their brandsmore valuable to both users and owners

VALUES

Phase 1: Discovery

Phase 2: Strategy & Planning

Phase 3: Execution

DEGREE BRAND STEWARDSHIP360

Phase 1: Discovery

What is the essence of the brand?

What is the brand voice and personality?

What is the product behind the brand and who’s buying it?

What is the company behind the brand?

What is the environment in which the company operates?

What is the brand vision?

Phase 2: Strategy and Planning

Who are the brand’s audiences? And what is their understanding of the brand ?

Where does the brand touch customers?

Which of these touch-points are ‘moments of truth’?

Phase 3: Execution

What is the idea?

How does the idea inform all creative efforts?

Where is this idea going to play out?

How is success measured?

Ogilvy PR is a global, integrated communications firmthat blends proven PR methodologies with cuttingedge digital advances to craft strategic programs thatgive clients winning and measurable results whethermarketing, public education, issues management orcrisis communications.

OgilvyOne is leader in interactive marketing. It providesservices in Consulting (Marketing and interactivestrategy, Business development, Sales acceleration,Marketing analytics, ROI optimization), Communications(Creative ideation, CRM, eCRM, Direct marketing, Multi-channel direct response, Interactive marketing, Integratedcampaigns, Digital dialogue) and Connections (Mobilemarketing, Email marketing, Social media marketing,Direct and digital media planning and buying, Databasemanagement).

Neo@Ogilvy is the world's leading digital and directmedia agency. The agency provides a full range ofdigital and direct media services, including mediastrategy, planning and buying, search marketing,performance marketing, analytics and technology,mobile marketing, social media marketing, digitalout-of-home marketing and others.

OgilvyInteractive creates digital marketing andtechnology applications across all interactivechannels for major global and nationalbrands. OgilvyInteractive offers a comprehensivesuite of services like Digital Strategy, BrandExperiences and Platforms, Site Design &Development, Online Advertising, Social Media &Word-Of-Mouth Marketing, Direct & PerformanceMarketing etc.

Ogilvy Noor is the world’s first bespoke Islamic Brandingpractice, offering expert practical advice on how to buildbrands that appeal to Muslim consumers, globally. Itcombines decades of experience and best practice inmarketing successfully to Muslim consumers globally,with pioneering up-to-the-minute research conducted toshed light on the lives, needs and desires of the newMuslim consumer today. It then turns these insights intopractical guidance for the brand and market.

New Agency model – from “message generator” to “content producer”

Thought leadership – OgilvyEarth and OgilvyNoor

Co-creation Value Exchange Collaborate with consumer Digital Marketing