Company Analysis of Ogilvy & Mather

1. Ogilvy & Mather

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

3. “
A good advertisement is one which sells
the product without drawing attention to
itself.
- David Ogilvy

4. BACKGROUND
◦Founded in 1948 by David Ogilvy
◦One of the eight largest advertising networks in world
◦Operates more than 500 offices in 125 countries with
approximately 16,000 employees
◦Has helped to build some of the most recognizable brands
in the world

5. 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)

6. 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

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. “
“The consumer is not a moron. She is
your wife”
“Don’t call a meeting in your office – it
scares people. Go and see them in their
offices”
“I do not regard advertising as
entertainment or as an art form, but as a
medium of information”
- David Ogilvy

13. Managing Brands @ Ogilvy & Mather
Phase 1: Discovery
Phase 2: Strategy & Planning
Phase 3: Execution
DEGREE BRAND STEWARDSHIP360

14. 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?

15. 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’?

16. 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?

17. 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.

18. 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).

19. 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.

20. 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.

21. 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.

22. 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

24. Thanks!
Abhishek Sao,
PGDIM-22
Section-A
Roll no - 1502008