Ogilvy & Mather

“Within every brand is a product,

but not every product is a brand.”

— David Ogilvy
O&M
HISTORY
• Incorporated in India in August 1928 under the name D J
Keymer & Co. Ltd.
• David Ogilvy launched Ogilvy Benson & Mather in New York
in 1948 with the financial backing of two British agencies:
Mather & Crowther and S.H. Benson.
• In 1965, Ogilvy, Benson & Mather merged with Mather &
Crowther to form a public company, Ogilvy & Mather
International.
• In 1971, Ogilvy & Mather bought out Benson, thereby
acquiring holdings in Asia Pacific under the Ogilvy,
Benson & Mather name. This included India.
• In 1989, The Ogilvy Group, became part of Martin
Sorrell's WPP Group PLC.
• Current CEO & Chairperson - Miles Young
OGILV
Y INDI
A
• Founded in 1928.

• 1st Advertising Agency in India.

• Exec Chairman & NCD- Piyush Pandey
• Created some of India's most successful brands like Asian
Paints, Cadbury, Fevicol, Perfetti, Hutch, Close Up etc.
MISSION & VISION

Mission: Educate... Enlighten... Energize...

Prime Responsibility : To encourage knowledge to be

created, shared, learnt, enhanced and organized for the
benefit of O&M and their clients.
ORGANIZATION
STRUCTUR
E
 O&M
Mr. Pratap Bose
Mr. Piyush Pandey CEO, India Mr. S N Rane
Executive Chairman &
National Creative Director, Co-Executive Chairman &
India COO, India

Ogilvy Advertising Ogilvy PR Ogilvy Activation Ogilvy One

(Mr. JC Giri) (Mrs. Arijit Sengupta) (Mr. Sanjay Thapar) (Mr. Kaizad Pardiwala)

Ogilvy Interactive
(Mr. Prasanth M)
 Ogilvy Activation
(Mr. Samir Gupte)

Ogilvy Landscape Ogilvy Outreach Ogilvy Live Ogilvy Sign-scape

(Mr. N Bhattacharyya) (Mr. Anurag Gupta) (Mr. Anurag Gupta) (Mr. N Bhattacharyya)
MAJOR
CLIENTS
• Asian Paints • Adidas (since 2007)
• Cadbury • BP (since 1999)
• Pidilite • Ford (since 1975)
• SBI Mutual Fund • Gillette (since 1962)
• Titan • Kraft (since 1958)
• Pantaloons • Mattel (since 1959)
• Tata Group • Nestle (since 1956)
• Hindustan Unilever Ltd • Siemens (since 2008)
• Hutchison Max Telecom • Vodafone (2009)
SERVICE
S
OFFERED
360 DEGREE BRANDING
Every Point of Contact Builds a Brand.

“Once you define a brand as the relationship with the consumer,

then everything that touches the consumer, everything that affects
the relationship, everything that communicates the brand at every
point of contact becomes important. This is what 360 Degree
Branding is all about”
- Shelly Lazarus, Chairman, Ogilvy & Mather Worldwide
360 DEGREE BRANDING
The Ogilvy Butterfly
360 BRAND STEWARDSHIP
BUTTERFLY
O&M
SUBSIDIAR
IES
OGILVY ADVERTISING
• Building strong and enduring brands through, Television and
other modern modes of communication.
• Over the past 75 years, they have helped build some of the
most recognizable brands in the country: Cadbury Dairy
Milk, Fevicol, Asian Paints , Titan, Perfetti etc.
OGILVY PR
• Established in 1985, Ogilvy Public Relations is
India's truly international public relations agency.
• Some of their most enduring partnerships have been
with clients that include Cadbury, Kodak India Ltd.,
Prudential ICICI, SBI Life Insurance, UPS, IBM,
and Nike among others.
CADBURY : WORM CASE
• Complaint about infestation in two bars of Cadbury
Dairy Milk
• Sales dropped by 30% in just 10 weeks, which was the
festival season.
• Challenge : Restore confidence & build back credibility.
• Ogilvy PR set up a media desk, this was supported by ads
and town hall meetings with posters.
• New 'purity sealed' packaging, testimonial ad on TV
• Won gold award at Effies 2004
OGILVY ACTIVATION
• Creating effective brand activation.
• "Activation Platforms" through which brand experiences
are created and delivered to all relevant consumer touch
points.
LIFEBUOY SWASTHYA CHETNA -
AWAKENING TO ONE'S HEALTH
• Designed to bring about behavioral change in favor of
using soap amongst the rural and urban consumers.
• The key communication elements were education about
presence of germs, the threats germs pose to one's
health and thus position Lifebuoy- a germ kill soap, as
an affordable prevention tool.
• The campaign involved the entire rural community and
made them upgrade their personal hygiene habits-
bathing with soap, using soap regularly for washing
hands before eating.
• The campaign touched 86 million rural consumers and
registered :
– 30% increase in their awareness of germs,
– 20% increase in understanding the association of germs with
diseases
– Increase in current user base by 33%.
OGILVY LANDSCAPE
• Started in 1993
• Specializes in the field of outdoor advertising.

• Grown into the single largest outdoor specialist outfit in

the country, planning and buying for some of the
industry's biggest clients - HLL, Hutchison Telecom,
ICICI and Star TV to name a few.
Their services include:
• Strategic Outdoor Planning

• Hoardings
• Monitoring - Competitive Analysis
• Outdoor campaigns
OGILVY OUTREACH
• Set up in 1995
• Pioneers in rural communications in India.

• Enabling clients reach out to the “media dark“

markets.
• Ogilvy Outreach have won national and international
acclaims in rural communications.
OGILVY OUTREACH
Their journey so far.
• Reach extends across 1,50,000 villages and 4000
towns in 13 states with more than 50 brands.
• Tin plates and shop fronts in over 2 million shops
• Shop sign-ages in 100000 outlets in feeder towns
• Direct to consumer activities in 75000 villages
OGILVY LIVE
• Ogilvy Live a one-stop shop that caters to all ground
level brand communication needs of clients.
• Set up in 2001, across 21 cities in India, they service
leading brands such as Motorola, Citigroup, IBM,
Hutch, HLL, ICICI Bank and many more.
Their services include:
• Events & Promotions
• Exhibitions & Road shows
• Consumer education programs
• Seminars & Meets
• Consumer & Retail contact programs
• Mobile Marketing
• Sponsorship Management
OGILVY SIGNSCAPES
• Set up in 2002.
• Offers complete retail design solutions along with
execution and monitoring.
• Ogilvy Signscapes, in a short span of time, has
successfully execute projects for a diverse range of
clients such as Grasim, IBM, SBI life, Hutch, HSBC,
Fed Ex, Hindustan Levers, Reid & Taylor, and
many more.
Their products include:
• Shop front signages (including backlit & front lit)
• Innovative pole kiosks

• In-shop merchandising properties such as dispensers,

danglers, wall posters, one-way films and more.
OGILVYONE
• OgilvyOne Worldwide is India's first and leading one-to-one
marketing firm.
• OgilvyOne offers integrated services across traditional and
interactive channels.
The services offered by OgilvyOne are:
• Customer Relationship Management
• Interactive Marketing
• Database Consulting, Design, Management
• Telemarketing
• Data Analytics
O&M AWAR
DS
• Agency of the Year – EFFIE, 2009

• Winner Of Asian Marketing Effectiveness Festival 2010

• Premier Ad Agency in the Brand Equity Reckoner, 2008

• Ranked among top 20 global agencies in Gunn Report ‘08

• Creative Agency of the Year - Abby Award, 2007

• Campaign India Digital Media Awards 2009
 Best Viral Marketing - Zoozoos
 Best Online Advertising - Guess who has a larger fan following
than Mickey Mouse? (Zoozoo)
• EFFIE Awards 2009
 Vodafone - Vodafone “Zoozoos” (Intg Marketing Campaign)
 Sprite – “Seedhi Baat. No Bakwaas” (Consumer Products)
 Center fresh – “Keeps the Mouth Locked” (Consumer Products)
 Bajaj Pulsar – “Pulsar Mania” (Consumer Durables)
 Vodafone – “Happy to help” (Services)
BEFOR
E AFTE
R
Pepsodent
Before
• The Shares were around 8-9% when the
‘dentist’ TVC was running
After O&M
• Shares grew to 14-16% post the release of
the ‘dishoom-dishoom’, mother & child TVC
Ponds Cold Cream
Before
• The Shares were hovering around 35-36%
After O&M
• Shares steadily grew from 38% in 2000 to
43.5% in 2003 post the release of the
“Googly Woogly Woosh” TVC
Asian Paints
Before
• The Share in the Paints industry was just
around 20%
After O&M
• “Badhiya Hai” TVC which incorporated
neighbor appreciation and emotion got the
share upto 34%.
O&M
ADS
THAN
K YOU