Ogilvy & Mather

“Within
product,

every

brand

is a

but not every brand

product is a
— 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 1989. Benson & Mather name.• In 1971.Miles Young . became part of Martin Sorrell's WPP Group PLC. The Ogilvy Group. • Current CEO & Chairperson . thereby acquiring holdings in Asia Pacific under the Ogilvy. This included India. Ogilvy & Mather bought out Benson.

Ogilv y Indi a .

Hutch. Fevicol. Close Up etc. • • • . Perfetti. Cadbury.• Founded in 1928. 1st Advertising Agency in India. Exec Chairman & NCD.Piyush Pandey Created some of India's most successful brands like Asian Paints.

. Prime Responsibility : To encourage knowledge to be created.. . shared.... learnt. Enlighten.. Energize. enhanced and organized for the benefit of O&M and their clients.Mission & Vision Mission: Educate.

Organization Structure .

Pratap Bose CEO. S N Rane Co-Executive Chairman & COO. JC Giri) Ogilvy PR (Mrs. Sanjay Thapar) Ogilvy One (Mr. India Mr. India Mr. Kaizad Pardiwala) Ogilvy Interactive (Mr. Prasanth M) . Piyush Pandey Executive Chairman & National Creative Director. Arijit Sengupta) Ogilvy Activation (Mr. India Ogilvy Advertising (Mr.O&M Mr.

Anurag Gupta) Ogilvy Signscape (Mr. Anurag Gupta) Ogilvy Live (Mr. Samir Gupte) Ogilvy Landscape (Mr. N Bhattacharyya) .Ogilvy Activation (Mr. N Bhattacharyya) Ogilvy Outreach (Mr.

Major Clients .

• • • • • • • • • Asian Paints Cadbury Pidilite SBI Mutual Fund Titan Pantaloons Tata Group Hindustan Unilever Ltd Hutchison Max Telecom Adidas (since 2007) •BP (since 1999) •Ford (since 1975) •Gillette (since 1962) •Kraft (since 1958) •Mattel (since 1959) •Nestle (since 1956) •Siemens (since 2008) •Vodafone (2009) • .

Servic es Offered .

Chairman. everything that communicates the brand at every point of contact becomes important. This is what 360 Degree Branding is all about” . then everything that touches the consumer.Shelly Lazarus. everything that affects the relationship. Ogilvy & Mather Worldwide . “Once you define a brand as the relationship with the consumer.360 Degree Branding Every Point of Contact Builds a Brand.

360 Degree Branding .

The Ogilvy .

360 Brand Stewardship Butterfly .

O&M Subsidiar ies .

. Television and other modern modes of communication. Asian Paints . Titan. they have helped build some of the most recognizable brands in the country: Cadbury Dairy Milk. Perfetti etc. • Over the past 75 years.Ogilvy Advertising • Building strong and enduring brands through. Fevicol.

Prudential ICICI. Kodak India Ltd. SBI Life Insurance. IBM. Ogilvy Public Relations is India's truly international public relations agency.. and Nike among others.Ogilvy PR • • Established in 1985. . Some of their most enduring partnerships have been with clients that include Cadbury. UPS.

this was supported by ads and town hall meetings with posters. New 'purity sealed' packaging. Challenge : Restore confidence & build back credibility. Ogilvy PR set up a media desk. testimonial ad on TV . which was the festival season.Cadbury : Worm Case • • • • • Complaint about infestation in two bars of Cadbury Dairy Milk Sales dropped by 30% in just 10 weeks.

"Activation Platforms" through which brand experiences are created and delivered to all relevant consumer touch points.Ogilvy Activation • Creating effective brand activation. • .

as an . • 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.Awakening to One's Health • Designed to bring about behavioral change in favor of using soap amongst the rural and urban consumers.Lifebuoy Swasthya Chetna .

– – . 20% increase in understanding the association of germs with diseases Increase in current user base by 33%. The campaign touched 86 million rural consumers and registered : – • 30% increase in their awareness of germs. using soap regularly for washing hands before eating.• The campaign involved the entire rural community and made them upgrade their personal hygiene habits.bathing with soap.

.

ICICI and Star TV to name a few. Grown into the single largest outdoor specialist outfit in the country. • • . planning and buying for some of the industry's biggest clients . Hutchison Telecom.Ogilvy Landscape • Started in 1993 Specializes in the field of outdoor advertising.HLL.

Their services include: • Strategic Outdoor Planning Hoardings Monitoring .Competitive Analysis Outdoor campaigns • • • .

.

• • • Ogilvy Outreach have won national and international acclaims in rural communications.Ogilvy Outreach • Set up in 1995 Pioneers in rural communications in India. Enabling clients reach out to the “media dark“ markets. .

• Tin plates and shop fronts in over 2 million shops • Shop sign-ages in 100000 outlets in feeder .000 villages and 4000 towns in 13 states with more than 50 brands.Ogilvy Outreach Their journey so far.50. • Reach extends across 1.

.

Hutch. . Citigroup. they service leading brands such as Motorola. ICICI Bank and many more. • Set up in 2001. IBM.Ogilvy Live • Ogilvy Live a one-stop shop that caters to all ground level brand communication needs of clients. HLL. across 21 cities in India.

Their services include: • Events & Promotions Exhibitions & Road shows Consumer education programs Seminars & Meets Consumer & Retail contact programs Mobile Marketing Sponsorship Management • • • • • • .

has successfully execute projects for a diverse range of clients such as Grasim. Fed Ex. Ogilvy Signscapes. HSBC. Hindustan Levers. SBI life. and many more. Offers complete retail design solutions along with execution and monitoring. IBM. in a short span of time. .Ogilvy Signscapes • • • Set up in 2002. Reid & Taylor. Hutch.

Their products include: • Shop front signages (including backlit & front lit) Innovative pole kiosks In-shop merchandising properties such as dispensers. danglers. • • . one-way films and more. wall posters.

. • OgilvyOne offers integrated services across traditional and interactive channels.OgilvyOne • OgilvyOne Worldwide is India's first and leading oneto-one marketing firm.

Management • • • Telemarketing Data Analytics • .The services offered by OgilvyOne are: • Customer Relationship Management Interactive Marketing Database Consulting. Design.

O&M Awar ds .

2008 • Ranked among top 20 global agencies in Gunn Report ‘08 . 2009 Winner Of Asian Marketing Effectiveness Festival 2010 • • Premier Ad Agency in the Brand Equity Reckoner.• Agency of the Year – EFFIE.

Guess who has a larger fan following than Mickey Mouse? (Zoozoo) v • EFFIE Awards 2009 v Vodafone .• Campaign India Digital Media Awards 2009 v Best Viral Marketing .Vodafone “Zoozoos” (Intg Marketing Campaign) Sprite – “Seedhi Baat.Zoozoos Best Online Advertising . No Bakwaas” (Consumer Products) Center fresh – “Keeps the Mouth Locked” (Consumer Products) Bajaj Pulsar – “Pulsar Mania” (Consumer Durables) Vodafone – “Happy to help” (Services) v v v v .

Befor e After .

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 .

Sign up to vote on this title
UsefulNot useful