HSBC

O
The Unlimited
Brand Company
O The Unlimited Brand Company

Our History
•Like HSBC we were started by a
Scotsman, David Ogilvy
•He set up shop in New York, in 1948
•Like HSBC, O&M grew as its clients
ventured into new markets
•Clients like Shell, Kraft, and Unilever
were the spur to our growth internationally
•Organic growth led to the development of
a stable and controlled network
O
Our Future
•We increasingly see a future where clients require

communications solutions that meet the customer
at every point of contact with the brand
•We are uniquely place to do this with:
• Ogilvy One - the world’s leading relationship marketing

company
• Ogilvy PR - one of the world’s top five PR and public affairs

consultancy
• Our membership of the WPP group, with its access to skills

and talents from research to new media
O
Ogilvy & Mather Worldwide
•Network Scale
•Our Key Clients
•Strength in key regions
•Our Creative Reputation
•Our Culture
•Case Study - IBM
O
1. Network Scale
O
Ogilvy & Mather - Top Ten Global
Network
Rank Agency Income
1 McCann-Erickson Worldwide $1,699
2 DDB Needham Worldwide $1,591
3 BBDO Worldwide $1,466
4 Young & Rubicam $1,402
5 J. Walter Thompson Co. $1,171
6 Grey Advertising $1,081
7 Ogilvy & Mather Worldwide $1,052.
8 Euro RSCG $ 952
9 Leo Burnett Co. $ 878
10 Ammirati Puris Lintas $ 854
* Source: Advertising Age, April 15, 1997. Dollars are in millions for calendar year 1996.
O
2. Our Clients
O
Top Twenty Multi-National Clients
Countries Countries
Client Since No. of Client Since No. of
American Express 1962 46 Lotus 1996 23

B.A.T. 1951 7 Mattel 1954 30
Eastman Kodak 1995 49 Nestlé 1959 24
Ford 1975 30 Nokia 1993 10
ITT Sheraton 1986 12 Sears 1961 2
Hershey 1969 6 Shell 1960 26
IBM 1994 67 SmithKline Beecham 1975 56
Kimberly-Clark 1979 54 Tricon 1991 6
Kraft Foods 1958 30 Unilever 1952 64
O
We Work With More Fortune 500 Companies,
in five or more countries - than any other
Rank Agency Countries

1 Ogilvy & Mather 21
2 Grey Advertising 19
3 J. Walter Thompson Co. 17
4 BBDO 16
4 McCann-Erickson 16
6 Young & Rubicam 14
7 Foote, Cone & Belding 9
8 Leo Burnett Co. 8
9 Ammirati Puris Lintas 7
10 DDB Needham World-wide 6
Source: Advertising Age, September 1996 and Fortune, March 28, 1997.
O
Satisfied Customers - Growth with Current
Clients
IBM - Server Software and Global Services
Kodak - Film & Cameras -- Worldwide
Kraft - Cereal & Beverages -- Latin America, Asia

Pacific and North America
Mattel - Cabbage Patch & Tyco Toys -- Worldwide
Nestlé - Perrier -- Worldwide
O
Satisfied Customers - Growth with Current
Clients
Nokia - Telecommunications -- Asia Pacific &

Europe
SmithKline Beecham - Abtei Herbal Remedies

Europe
Tricon - Kentucky Fried Chicken -- China,Greece,

Hong Kong, India, Taiwan & South Africa
Unilever - Impulse -- Worldwide
O
This Success Has Attracted New Clients
Eurotunnel
GTE
Hoover
Novartis
O
Total Network Growth
Net new billings gain:

$713 million
O
3. Strength In Key Regions
•Unlike some networks we are:
• not dominated by one client
• not dominated by one type of client
• not dominated by one region
•We pride ourselves of being the most local of internationals

and the most international of the locals
O
Depth of Global Offering
North Latin Asia/
Number of America America Europe Pacific Africa Worldwide
Countries 3 21 39 17 17 97
Offices 48 41 138 121 29 377
Cities 19 26 50 32 18 145
Adv. Offices 15 27 49 38 19 148
Direct Offices 15 11 42 30 3 99
P.R. Offices 6 1 7 17 1 32
Prom. Offices 0 1 3 4 2 10
Other Offices 12 1 37 32 4 88
O
Revenue Breakdown by Region
1997
Asia/Pacific Europe & Africa
17% 40%
Latin America
7%
North America
36%
O
Worldwide Revenue Sources
“To be the most international of locals,
and most local of internationals.”
1997
Local Clients
51% 49%
Multi-national Clients
O
North America:
48 Offices in 19 Cities Atlanta
Calgary
Chicago
Dallas
Detroit
• Glastonbury
• Honolulu
•
• Houston
• Los Angeles
• • • •• Miami
• Montreal
• • Naples
• New York
• Portland
San Juan
• Seattle
•
• Toronto
Washington DC
• Williamsville
O Ogilvy &
North America - Rankings
Agency Income ($million)

1. J. Walter Thompson 387.8
2. Grey Advertising 387.7
3. Leo Burnett 386
4. McCann Erickson 353
5. FCB 321
6. BBDO 304
7 Y&R 285
8. Bozell 281
9. DDB Needham 265
10. Ogilvy & Mather 253
O All figures from Advertising Age - April 1998

Latin America:
41 Offices in 21 Countries Argentina
Barbados
Bolivia
Brazil
Chile
Colombia
• •• • Costa Rica
•• Dominican
••• • • Republic
• • • Ecuador
•
• El Salvador
• Guatemala
Guyana
• • Honduras
•• Jamaica
Mexico
• Nicaragua
• • Panama
Peru
Trinidad
O Ogilvy &
Uruguay
Latin America - Rankings
Agency Income $million

2. Y&R 135
3. J. Walter Thompson 127
5. DDB Needham 74.5
6. Leo Burnett 74.4
7. Amirati Puris Lintas 64
8. BBDO 63
9. FCB 50
10. Grey 39

Europe & the Middle East: Latvia
Austria
138 Offices in 39 Countries Lebanon
Lithuania
Bahrain Netherlands
Belgium Norway
Bulgaria Poland
Croatia • • • Portugal
Cyprus
•
• • •• • Romania
Czech
•• ••• • • • Russia
Saudi Arabia
Republic
•• • •
• • • •• • • Slovakia
Denmark Slovenia
Estonia • •• • •
•• • Spain
Finland • •• Sweden
France • Switzerland
Germany •• • • Turkey
Greece • • • UAE
Hungary UK
Ireland • Ukraine
Israel Yugoslavia
Italy
O
Kazaksta Ogilvy &
Europe - Rankings
Agency Billings $m
1. Y&R 5020
4. Euro RSCG 4100
5. Publicis 3975
6. BBDO 3781
7. DDB International 3320
8. Grey 3300
9. Bates 3274
10. TBWA 2931
O Figures from Campaign July 1998

Asia/Pacific:
123 Offices in 17 Countries
Australia
Bangladesh
•• • China
• Hong Kong
India
• • • Indonesia
• • Japan
• • •
• • Korea
• • • Malaysia
• • New
•
Zealand
• Pakistan
• Philippines
• Singapore
Sri Lanka
• • • Taiwan
• • Thailand
Vietnam
O Ogilvy &
Asia/Pacific - Rankings
Agency Income $m
1. Dentsu 1,738
2. Hakuhodo 827
3. McCann-Erickson 261
4. Asatsu 216
5. J. Walter Thompson 194
6. Tokyu 191
7. Dai-Ichi Kikau 152
9. Dentsu/Y&R 139
10. Bates 132

Asia/Pacific - New News
•O&M have just won the top agency network award

from Media Magazine in the Far East
•This is in recognition of its fast growth, and

innovative research projects which include
• Simmering from Within - A study on the changing roles and
attitudes of women in the Far East
• An award wining research study on how companies can

survive recession
O
Africa:
29 Offices in 17 Countries
• Angola
Côte d’Ivoire
• Egypt
Ethiopia
• Ghana
• Kenya
• • • Mauritius
• Mozambique
• • Namibia
• Nigeria
• Senegal
• South Africa
Tanzania
• • Tunisia
• • Uganda
Zambia
• Zimbabwe
O Ogilvy &
Africa - Rankings
Agency Income £m
1. TBWA 23
4. Leo Burnett 12
5. Y&R 10
6. Publicis 8
7. Ammirati Puris Lintas 6
8. Saatchi & Saatchi 4
9. Grey Advertising 3.2
10. J. Walter Thompson 3.1
O Figures from Advertising Age - April 1998

4. Our Creative Work
•We passionately believe that a great network does
not count for much if the creative work does not
have cut through
•It is imperative for our clients that we create best

in class creative
•Only that way will our network grow
O
Top Ten International Advertising Agencies by Awards Won
1 BMP DDB
2 Bartle Bogle Hegarty
3 Goodby Silverstein & Partners
4 Leo Burnett
5 Ogilvy & Mather
6 Saatchi & Saatchi
7 Lowe Howard-Spink
8 Abbott Mead Vickers. BBDO
9 Wieden & Kennedy
10 Hunt-Lascaris TBWA
(Source: Creative Review January 1998)

O
5. Our Culture
•The culture of the wandering Scotsman remains with us
•We encourage all members of staff to gain international

experience
•We ensure common and consistent training standards

across the globe
•We encourage our teams to meet regularly so they can

challenged and stimulated by work in other markets
•We demand diversity. Out of 21 worldwide board members

14 are non Anglo-Saxon - we are better for it
O
6. Case Study - IBM
O
Situation
IBM Stumbles
Reputation diminished, declining
Commoditisation
Price competition
$18 billion losses over 3 years
Break-up into 13 “Baby Blues” considered
50+ agencies, 200+ campaigns
O
Audit Results
Key Insight
Stunning consistency of imagery and associations

across all customer segments world-wide:
“Fortress IBM.”
“Show me proof of new leadership.”
“I know you have the resources, do you have the
will?”
O
Audit Results
“You don’t have a laugh with IBM”

“He’d only talk to your boss - everyone
else is insignificant”
O
Speak With One Voice
Consolidate all communications to build and leverage
the brand
Focus budgets for maximum effect to solve IBM’s

primary problem:
“If they don’t buy your brand, they won’t even
consider your products”
Make the whole more than the sum of the parts
O
The Essence of IBM
IBM is the underlying fabric of the Information Age.

It is the power to transform our lives and realise the most
unexpected possibilities...
... with intellectual horsepower to accomplish
...the will to deliver its promise
IBM is magic you can trust
O
IBM
“Solutions for a Small Planet”
47 countries, 30 languages
O
IBM
O
IBM
O
IBM
O
IBM - Results
World-wide Tracking:
• #1 on global leadership, quality products / services,

trust
• Continuing significant declines on arrogant, bureaucratic
• Allowed IBM to credibly enter new markets - e-business
• In 1994 IBM was rated by Fortune magazine the 282nd

most valuable brand, by 1996 it was 3rd
O
IBM - Logistics
•We worked with IBM to develop a coherent and

strong brand marketing structure
•This ensured consistency of imagery and

communication throughout the globe
•We developed software - The IBM Solution Centre

- to allow teams from around the globe to monitor
progress and access artwork for insertions
• this allows any IBM staffer or O&M staffer to keep up
to date
O
IBM - Structure
SYSTEMS
1994 BRAND PC SOFTWARE
& SERVICES
Today Brand Business System

Consumer Services Software
Group
Over 80 businesses with over 300 product launches per year

Prioritised into 4 main product areas
Brand took main focus in 1995
Regions and local markets mirrored structure
Structure evolved in 1997
O
The HSBC Global Brand Team
New York Hong Kong
US Asia
Satellite London Satellite
Tim Isaac
Don Blashford
Core HSBC
Team
Sao Paulo
3rd.Pty Latam
Satellites Richard Pinder Satellite
Peter Robertson
Media Beth Barry John Hoyle
DM Christen Monge
PR
Research
O
HSBC Regional Team - Latin America
Global Team
Mexico Chile
M E Tapia Henry Northcote
Latam
Satellite
Argentina John Hoyle

Brazil
Bernardo Geoghegan Douglas Patricio
O
HSBC Local Team Brazil
Regional Team
Interactive Direct
Sao Paulo
PR Douglas Patricio
Media
O
Strengths, Values, Ambitions
The Importance Of The Link
O
Finding The Link
HSBC Customers
Large. Trustworthy
Unifying
Committed to Customers ?
Secure. Capable
Innovative. Forward-looking
Global Reach
O
What Constitutes A ‘Mega’ Brand?
• A clear positioning
• A relevant and motivating consumer proposition
• A ‘springboard’ for products
“If they don’t like your brand, they won’t even look
at your products” (IBM)
O
To quote the FT:
“Good branding is about stirring emotions. It sits in

people’s minds and has an attachment to the heart.
Thus Nike is much more than a pair of trainers - it is
about empowerment. IBM offers solutions for the
planet - it is a company that can enhance your
business performance”.
Oct 17, 1997
O
Target Audience
Wide and various, but assume a ‘bullseye’ of

prosperous (or future-prosperous) men and women
with a full range of financial needs.
New customers important, but assume emphasis

will be :
- cross-selling range of financial products

- cradle-to-grave relationships
- retaining existing customers
O
Changing Times
The merging of different aspects of life……
Fading fear of ‘Eggs in One Basket’
Cross-selling Freedom and Opportunity
O
Changing Times
A breakdown of the old securities….
A search for new ones
Big is beautiful Shape our lives

with confidence
O
Changing Times
Visions are exploding….
The need to confirm your own value, your own

potential
Genuine respect I can go further
O
Changing Times
Organisation as a basis for freedom
Skilled financial The freedom to enjoy what

management you do
O
Global Reach
Boundary-free opportunities
Opening up To play on a
the world bigger stage
O
Finding The Link
HSBC
Large. Trustworthy
O
Finding The Link
HSBC Customers
Large. Trustworthy Breakdown of Old Securities

Search for New Ones
O
Finding The Link
HSBC Customers

Search for New Ones
Unifying
O
Finding The Link
HSBC Customers

Search for New Ones
Unifying Merging aspects of Life
O
Finding The Link
HSBC Customers

Search for New Ones
Unifying. Merging aspects of Life
Committed to Customers
O
Finding The Link
HSBC Customers

Search for New Ones
Committed to Customers Demanding Respect ‘Believe in me’
O
Finding The Link
HSBC Customers

Search for New Ones
Secure. Capable
O
Finding The Link
HSBC Customers

Search for New Ones
Secure. Capable Organised for Freedom
O
Finding The Link
HSBC Customers

Search for New Ones
Innovative. Forward-looking.
O
Finding The Link
HSBC Customers

Search for New Ones
Innovative. Forward-looking. Visions are Exploding
O
Finding The Link
HSBC Customers

Search for New Ones
Innovative. Forward-looking. Visions are Exploding
Global Reach
O
Finding The Link
HSBC Customers

Search for New Ones
Innovative. Forward-looking Visions are Exploding
Global Reach The ‘bigger stage’
O
BIG AND PERSONAL
Big: Secure, trusted, far-reaching,
far-sighted
Personal: Broad-minded, well-informed,

forward-thinking, outward-looking,
ambitious
O
A World of Opportunities
O
HSBC - Critical Timing Plan
FEBRUARY MARCH
1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 1 2 3 4 5 8 9 10 11 12
Assignment
Press Development
Approval
Production
Post-prod
Approval
Dispatch
Dailies
Weeklies
TV Development
Approval
Prep
Pre-pros
Production
Post-prod
Approval
Guidelines
Development
Approvals
Production
Dispatch
Management
Team meeting
Key market briefs
Market audits

HSBC

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O

O The Unlimited Brand Company

•We increasingly see a future where clients require

•We are uniquely place to do this with:

• Ogilvy One - the world’s leading relationship marketing

• Ogilvy PR - one of the world’s top five PR and public affairs

• Our membership of the WPP group, with its access to skills

American Express 1962 46 Lotus 1996 23

Rank Agency Countries

IBM - Server Software and Global Services

Kodak - Film & Cameras -- Worldwide

Kraft - Cereal & Beverages -- Latin America, Asia

Mattel - Cabbage Patch & Tyco Toys -- Worldwide

Nestlé - Perrier -- Worldwide

Nokia - Telecommunications -- Asia Pacific &

SmithKline Beecham - Abtei Herbal Remedies

Tricon - Kentucky Fried Chicken -- China,Greece,

Unilever - Impulse -- Worldwide

Net new billings gain:

•Unlike some networks we are:

• not dominated by one client

• not dominated by one type of client

• not dominated by one region

•We pride ourselves of being the most local of internationals

Agency Income ($million)

O All figures from Advertising Age - April 1998

Agency Income $million

1. McCann Erickson 217

O All figures from Advertising Age - April 1998

O Figures from Campaign July 1998

O All figures from Advertising Age - April 1998

•O&M have just won the top agency network award

•This is in recognition of its fast growth, and

• An award wining research study on how companies can

O Figures from Advertising Age - April 1998

•It is imperative for our clients that we create best

•Only that way will our network grow

(Source: Creative Review January 1998)

•We encourage all members of staff to gain international

•We ensure common and consistent training standards

•We encourage our teams to meet regularly so they can

•We demand diversity. Out of 21 worldwide board members

Stunning consistency of imagery and associations

“You don’t have a laugh with IBM”

Focus budgets for maximum effect to solve IBM’s

Make the whole more than the sum of the parts

IBM is the underlying fabric of the Information Age.

“Solutions for a Small Planet”

• #1 on global leadership, quality products / services,

• Continuing significant declines on arrogant, bureaucratic

• Allowed IBM to credibly enter new markets - e-business

• In 1994 IBM was rated by Fortune magazine the 282nd

•We worked with IBM to develop a coherent and

•This ensured consistency of imagery and

•We developed software - The IBM Solution Centre

Today Brand Business System

Over 80 businesses with over 300 product launches per year

M E Tapia Henry Northcote

Argentina John Hoyle

Bernardo Geoghegan Douglas Patricio

“Good branding is about stirring emotions. It sits in

Wide and various, but assume a ‘bullseye’ of

New customers important, but assume emphasis