Ogilvy & Mather - A Study

1. Ogilvy and Mather A CASE STUDY Submitted By Uttam Satapathy PGDIM-18, Roll No. 157

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

3. Background 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

4. Milestones 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)

5. Milestones 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

6. Governance Miles Young Chief Executive Officer Ogilvy and Mather Worldwide Tham Khai Meng Worldwide Creative Director & Chairman, Ogilvy and Mather Worldwide Shelly Lazarus Chairman Ogilvy and Mather Worldwide

7. Governance John Seifert Chairman Ogilvy and Mather North America Tim Issac Chairman Ogilvy and Mather Asia Pacific Marcos Golfari Regional Director Ogilvy and Mather Latina

8. Clients

9. Clients

10. Vision and Values To be most valued by those who most value brands VISION

11. Vision and Values Working 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 can’t know where to go; without the second, you won’t 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 VALUES

12. Managing Brands @ Ogilvy & Mather DEGREE BRAND STEWARDSHIP 360

13. 360 DEGREE BRAND STEWARDSHIP 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?

14. 360 DEGREE BRAND STEWARDSHIP 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’?

15. 360 DEGREE BRAND STEWARDSHIP 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?

16. 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.

17. Diversification OgilvyOne 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).

18. Diversification Neo@Ogilvy is the world's leading digital 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.

19. Diversification OgilvyInteractive 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.

20. Diversification Ogilvy Noor is the world’s 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.

21. Future Plans New Agency model – from “message generator” to “content producer” Thought leadership – OgilvyEarth and OgilvyNoor Co-creation Value Exchange Collaborate with consumer Digital Marketing

22. Thank You