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Ogilvy & Mather, India
Before and after
Some hard data & facts
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 Exteriors Before • The Share in the Paints industry was just around 20% After O & M • “Badhiya Hai” TVC which incorporated neighbour appreciation and emotion got the share upto 34%.
• They have helped create some of India's most successful brands like Asian Paints. Cadbury.Ogilvy in India • Founded in 1928. Close Up & many more. • Today. Fevicol. • One hallmark of Ogilvy's brand-building capability is the balance of global and local brands. . Ogilvy & Mather is acknowledged as the leading communications agency in India. Hutch. they are the 1st Advertising Agency in India. Perfetti.
etc . one of the world's leading communications services groups and leading advertising conglomerate.Network of O & M • They are part of Ogilvy & Mather Worldwide. • Ogilvy is a part of the WPP group. • They combine local know-how with a worldwide network. one of the largest marketing communication networks in the world. American Express. Eastman Kodak. to leverage the brands of our multinational clients. • Clients of WPP group includes companies like Ford. IBM. Kellogg.
Ltd. • The Mather name had been prominent in London advertising since 1850. Benson.History of O & M • The company was incorporated in India in August 1928 under the name D J Keymer & Co.H. . • David Ogilvy launched Ogilvy Benson & Mather in New York in 1948 with the financial backing of two British agencies: Mather & Crowther and S.
Francis was Managing Director of Mather & Crowther and helped in the success to the genius of his brother. Benson & Mather merged with Mather & Crowther to form a public company. Ogilvy.• David's older brother. Ogilvy & Mather International. Ogilvy has since grown into a worldwide enterprise. . David Ogilvy. • Starting with no clients in 1948. • In 1965.
Ogilvy & Mather had 30 offices in 14 countries. . The Ogilvy Group. Benson & Mather name. world's second largest communications network. became part of Martin Sorrell's WPP Group PLC.• By 1970. This included India. Ogilvy & Mather bought out Benson. thereby acquiring holdings in Asia Pacific under the Ogilvy. • In 1989. • In 1971.
. has seen Ogilvy & Mather consolidate its leadership position in the Indian advertising industry. • It has also earned the distinction of being one of the most creative agencies in the entire Ogilvy worldwide network.• 76 years in India.
Piyush Pandey Executive Chairman & National Creative Director. Samir Gupte) Ogilvy One (Mrs. Pratap Bose CEO. Meenakshi Bhalia) Ogilvy Activation (Mr. Prasanth M) .Organization Structure Mr. India Ogilvy Advertising (Mr. JC Giri) Ogilvy PR (Mrs. India Mr. S N Rane Co-executive Chairman & COO. Renuka Jaypal) Ogilvy Interactive (Mr. India O&M Mumbai Mr.
Anurag Gupta) Ogilvy Sign-scape (Mr.Ogilvy Activation (Mr. Anurag Gupta) Logistics Head – Mr. N Bhattacharyya) Ogilvy Outreach (Mr. AB Venkatesan Ogilvy Live (Mr. N Bhattacharyya . Samir Gupte) Ogilvy Landscape (Mr.
Hindustan Lever Ltd (Brooke Bond.tea and health). Pantaloon Fashion India Ltd (Garments). J M Morgan Stanley (J M Morgan Stanley investment bank) . ITC Ltd (corporate).cellular operator). Tata Group. Hutchison Max Telecom Ltd (Max Touch .Major Clients • • • • • • • • SBI Mutual Fund(Mutual Fund). Lipton . Hero Honda Motors Ltd (bikes).
• They Endeavour to Help understand the environment the client is operating in.. • Prime responsibility : to encourage knowledge to be created.... shared.. learnt. Energize. enhanced and organized for the benefit of O&M and their clients. Enlighten.Mission & Vision • Mission : Educate. ..
everything that communicates the brand at every point of contact becomes important. then everything that touches the consumer. • “Once you define a brand as the relationship with the consumer. This is what 360 Degree Branding is all about” . CEO. everything that affects the relationship. Ogilvy & Mather Worldwide .Shelly Lazarus.Services Offered by O & M 360 Degree Branding: Every Point of Contact Builds a Brand.
360 Degree Branding .
. Asian Paints among them. Titan.Ogilvy Advertising • They are in the business of building strong and enduring brands through. they have helped build some of the most recognizable brands in the country: Cadbury Dairy Milk. Fevicol. Television and other modern modes of communication. Perfetti and many more. • Over the past 75 years. and in recent timesHutch. Close Up.
A TVC of O & M .
. • Some of their most enduring partnerships have been with clients that include Cadbury. Ogilvy Public Relations is India's truly international public relations agency.. and Nike among others. • The true point of difference is the people and passion for excellence in client services.Ogilvy PR • Established in 1985. SBI Life Insurance. IBM. Prudential ICICI AMC. Kodak India Ltd. UPS.
• The challenge was to restore confidence in the key stakeholders (consumers. employee morale especially that of the sales team . which was the festival season. trade and employees. retailer stocking and display dropped.was shaken. particularly the sales team) and build back credibility for the corporate brand through the same channels (the media) that had questioned it. .Cadbury : Worm Case • A complaint about infestation in two bars of Cadbury Dairy Milk caused sales to drop by 30% in just 10 weeks.
not manufacture-related. • Ogilvy PR set up a media desk. this was supported by ads and town hall meetings with posters and leaflets for the trade to share with the public. . bearing toll free numbers and email contacts.• The contamination was storage.
2004. backed with a testimonial ad on TV.' fronted by the Indian movie legend. 'Sincerity'.• Cadbury unveiled new 'purity sealed' packaging. • The Cadbury Crisis Management programme won Ogilvy PR a gold at the Effies and a silver at the Asian Brand Marketing Effectiveness Awards. Amitabh Bachchan. .
• They use these understandings to arrive at "Activation Platforms" through which brand experiences are created and delivered at all relevant consumer touch points. purchase triggers and consumer touch points. understanding of brands role in consumer's life.Ogilvy Activation • Creating effective activation requires a clear consumer insight. competition. .
a germ kill soap.Awakening to One's Health • Lifebuoy Swasthya Chetna was designed to bring about behavioral change in favor of using soap amongst the rural and urban consumers. the threats germs pose to one's health and thus position Lifebuoy. who feel visible clean is safe and are therefore infrequent users of soap. • The key communication elements were education about presence of germs. . as an affordable prevention tool.Lifebuoy Swasthya Chetna .
bathing with soap. using soap regularly for washing hands before eating • The campaign touched 86 million rural consumers and registered a 30% increase in their awareness of germs. . 20% increase in understanding the association of germs with diseases and an increase in current user base by 33% compared to pre-campaign status in activity villages.• The campaign involved the entire rural community and made them upgrade their personal hygiene habits.
Lifebuoy Swasthya Chetna Awakening to One's Health .
. grown into the single largest outdoor specialist outfit in the country. planning and buying for some of the industry's biggest clients .Ogilvy Landscape • Started in 1993 with a clear intent to gain specialization in the field of outdoor advertising. Hutchison Telecom. ICICI and Star TV to name a few.HLL. • Ogilvy Landscapes has over the years.
Their services include.Competitive Analysis • Outdoor campaigns . • Strategic Outdoor Planning • Hoardings • Monitoring .
Ogilvy Outreach pioneered rural communications in India. • . Ogilvy Outreach have won national and international acclaims in rural communications.Ogilvy Outreach • Set up in 1995. enabling clients reach out to the media dark markets.
Ogilvy Outreach There journey so far. • Reach extends across 1. Bangladesh. Indonesia and Latin America . Morocco. • 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 • They have also implemented projects in Sri Lanka.000 villages and 4000 towns in 13 states with more than 50 brands..50..
Ogilvy Outreach .
HLL. they service leading brands such as Motorola. . Citigroup.Ogilvy Live • Ogilvy Live a one-stop shop that caters to all ground level brand communication needs of clients. Hutch. ICICI Bank and many more. • Set up in 2001. across 21 cities in India. IBM.
There core competencies are in diverse areas that include the following: • Events & Promotions • Exhibitions & Road shows • Consumer education programmes • Seminars & Meets • Consumer & Retail contact programmes • Mobile Marketing • Sponsorship Management .
has successfully execute retail merchandising projects for a diverse range of clients such as Grasim. • Set up in 2002. IBM. SBI life. Reid & Taylor. . Fed Ex. offering complete retail design solutions along with execution and monitoring.Ogilvy Signscapes • They are part of the largest professional outdoor media unit in India. Hindustan Levers. Hutch. HSBC. Ogilvy Signscapes. in a short span of time. and many more.
• Signages today are the most affordable means of advertising for business of any kind in nature. danglers. wall posters. they build brand awareness. lamas. flanges. • There product offerings include shop front signages (including backlit & frontlit). cue visibility & can be used for selective product endorsement. . one-way films and more. in-shop merchandising properties such as dispensers. innovative pole kiosks.
This is achieved by reaching the right customer at the right time with the right message. . value and goodwill. • The OgilvyOne mission is simple: grow customer equity in volume. • Its strength lies in building bonds between consumers and brands. • OgilvyOne offers integrated services across traditional and interactive channels (including the Internet and mobile telephony spaces). thus generating the desired response.OgilvyOne • OgilvyOne Worldwide is India's first and leading oneto-one marketing firm.
The services offered by OgilvyOne are • Customer Relationship Mgmt • Interactive Marketing • Database Consulting. Design. Management • Telemarketing • Data Analytics .
Nokia. • The firm uses the internet. American Express. . • Some of the leading international and local brands handled include IBM. and Hutch. mobile telephony and other emerging new media to build bonds between consumers and brands.Ogilvy Interactive • Ogilvy Interactive is an integral division of Ogilvy One Worldwide.
Ogilvy Interactive's services include: • Interactive Consulting • Web presence creation and maintenance • Campaign creation and management • Mobile solutions • Out of home interactive solutions • Key firsts – – – First online press conference in India. for ICICI Bank First to create an online talking agent. for VIP Frenchie X First to run an email campaign with tracking of open rates and click through rates .
John Goodman . John Goodman CEO (India & South Asia). Ogilvy & Mather Mr.Interview with Mr.
Japan and China. . • O&M India is the fifth largest contributor to the global revenues. Australia. India.What are the important markets for O&M in Asia? • The growth has been driven by the Five jewels – Indonesia.
• Our largest clients are Hindustan Lever and Hutchison. Insurance and Mutual Funds. .Which clients and categories have been responsible for O&M's growth? • Nearly 80 per cent of O&M business now comes from local (non-global) clients. • Our local clients have grown faster than the global clients. services. Paints amongst others. • In our top 10 list we have representative clients from white goods sectors (Onida).
when is O&M going to surpass the top agencies in terms of billings? • Currently. we are the best in the country. best in Asia Pacific and best in the world as far as the O&M network is concerned • At O&M. .So. our task is very clearly defined! Our growth rate must be twice that of the industry.
How important are awards? • It is nice to get recognition from the industry peers because it motivates the younger members of the team. Asian Paints. • At O&M. . Amaron. O&M has won many awards. • It also enhances the reputation and ranking. Tata Safari and Cadburys. we have won awards for big brands which have benefited and grown – Centre Fresh (Perfetti).Over the years. Fevicol.
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