Ogilvy & Mather

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Ogilvy & Mather
Type Subsidiary
Industry Advertising, marketing, public relations
Founded New York City, New York (1948)
Headquarters 636 Eleventh Avenue,
New York, New York, USA
Key people Miles Young, CEO, Ogilvy & Mather
Tham Khai Meng, Worldwide Chief Creative Officer
Subsidiaries OgilvyOne
OgilvyInteractive
Ogilvy Public Relations
Ogilvy CommonHealth Worldwide
OgilvyAction
Neo@Ogilvy
Ogilvy Government Relations
RedWorks
OgilvyEarth
Website www.ogilvy.com

Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan, and is a WPP company. It operates 450 offices in 120 countries with approximately 18,000 employees.

Contents

History [edit]

Ogilvy & Mather was founded in 1948 by David Ogilvy. After a short and successful career in sales Ogilvy had been employed in London in 1935 by his brother Francis Ogilvy at the British ad shop Mather & Crowther which had been founded by Edmund Mather in 1850.[1] Mather & Crowther sent David Ogilvy to the US in 1938. Following a ten year gap during which time he worked in research, for British Intelligence during WWII and a sabbatical period, Ogilvy in 1948 started a US agency with the backing of Mather & Crowther, who by then had merged with the Benson agency group in the UK. Ogilvy opened his US shop as "Hewitt, Ogilvy, Benson, & Mather" in Manhattan with a staff of two and no clients.[2] The company became a leading worldwide agency by the 1960s.[citation needed] Central to its growth was its strategy of building brands such as American Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestlé, Cadbury and Unilever brands Pond's and Dove.[3]

Ogilvy & Mather was built on Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.

His entry into the company of giants started with several iconic campaigns:

"The man in the Hathaway shirt" with his aristocratic eye patch; "The man from Schweppes is here" introduced Commander Whitehead, the elegant, bearded Brit, bringing Schweppes (and "Schweppervesence") to the United States.; "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"; and "Pablo Casals is coming home – to Puerto Rico", a campaign that Ogilvy said helped change the image of a country and was his proudest achievement. "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.

In 1989, The Ogilvy Group was purchased by WPP Group.

Management [edit]

The executive board of Ogilvy & Mather, as of October 2011, is composed of:

  • Miles Young, Global Chairman & CEO, Ogilvy & Mather
  • Tham Khai Meng, Worldwide Chief Creative Officer & Chairman of O&M Creative Council
  • Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather
  • John Seifert, Chairman, Ogilvy & Mather North America
  • Tim Isaac, Chairman, Ogilvy & Mather Asia Pacific
  • Marcos Golfari, Chairman, Ogilvy & Mather Latina
  • Daniel Sicouri, Chairman, Ogilvy & Mather Europe, Africa & Middle East
  • Leopoldo "Polo" Garza, President & CEO, Ogilvy & Mather Mexico
  • Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide
  • Christopher Graves, Global CEO, Ogilvy Public Relations
  • Nasreen Madhany, Global CEO, Neo@Ogilvy
  • Nunu Ntshingila-Njeke, Chairman, Ogilvy & Mather South Africa
  • Matt Giegerich, Chairman & CEO, Ogilvy CommonHealth Worldwide
  • Carla Hendra, Global Chairman, OgilvyRED Ogilvy & Mather
  • Colin Mitchell, Worldwide Head of Planning, Ogilvy & Mather
  • Eugene Cheong, Regional Creative Director, Ogilvy & Mather Asia Pacific
  • Gaston Bigio, Regional Creative Director, Ogilvy & Mather Latina
  • Luis Bassat, Chairman Emeritus of the Bassat Ogilvy Group in Spain
  • Paul Heath, CEO, Ogilvy & Mather Asia Pacific
  • Paul O'Donnell, Chairman, Ogilvy Group UK
  • Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather India
  • Sergio Amado, President, Ogilvy Group Brazil
  • Steve Goldstein, CFO, Ogilvy & Mather
  • TB Song, Chairman, Ogilvy & Mather Greater China
  • Tony Grigg, Worldwide Managing Director, GBM Ford Group Ogilvy & Mather
  • Tro Piliguian, COO, WPP

Clients [edit]

Ogilvy & Mather board has produced work for a wide range of leading brands, including:

Notable campaigns [edit]

In 1972 Ogilvy & Mather, Sydney first developed the line "Don't Leave Home Without It" as a means of educating Australians how to use the country's first credit card. Created by Ian Latham and David Prentice.[citation needed] Three years later in 1975, the line was adapted by Ogilvy & Mather New York to "Don't Leave Home Without Them' ad campaign for American Express Traveler's Cheques, featuring Oscar Award-winning actor Karl Malden. The "Don't Leave Home Without It" slogan was revived in 2005 for the prepaid American Express Travelers Cheque Card. After Malden's departure, American Express continued to feature celebrities, including Jerry Seinfeld, Martin Scorsese, Robert De Niro, Wes Anderson, Ken Watanabe, Ellen DeGeneres and Conan O'Brien.

In 2003, Ogilvy and Mather released the infamous Miller Lite Catfight campaign. The ad, which featured two very beautiful women (Tanya Ballinger and Kitana Baker) first fighting in a fountain and later in a mud pit, was well received by males and made the girls instant celebrities, but generated significant controversy over its depiction of women. Further controversy was generated over an uncensored version of the ad, which ended in the two muddy girls falling in love and kissing.

In 2007, Ogilvy Stockholm developed the "Animals in the Womb" campaign for Ford Flexifuel, which was nominated for the Cannes Lion Award and for the Guldägget Award in 2008.[citation needed]

Public relations [edit]

Subsidiary, Ogilvy Public Relations (OPR) is a global public relations agency with specialties in consumer marketing, corporate, healthcare, technology, social marketing, public affairs and 360 degree digital influence. OPR operates 69 offices in locations throughout the world. Headquartered in New York, it has a total of nine offices in North America, along with 22 offices in Europe, five in South Asia, ten in East Asia, five in the Middle East and Africa, two in Central Asia, three in Latin America, six in Southeast Asia, and seven in Australia.[7]

Ogilvy Public Relations has its own wholly owned subsidiaries:

  • Mind Resource: Acquired in 2011 Hong Kong-based healthcare communications firm Mind Resource Healthcare Consulting Limited. Founded in 2007, Mind Resource is a leading firm in the highly specialized field of healthcare communications which includes disease awareness, patient education, and medical education. Mind Resource currently represents some of the top multinational pharmaceutical companies, medical associations, medical service providers and professionals.[8]
  • Feinstein Kean Healthcare: Established in 1987, Feinstein Kean Healthcare serves clients spanning healthcare—from biomedical research and government institutions, to diagnostic, device and pharmaceutical markets, to industry, professional and patient groups, to healthcare services, informatics and care providers. The firm employs a variety of specialists, including business and brand strategists, marketers, policy and advocacy experts, digital and social media influencers, science writers and editors, communication planners and creative professionals. FKH offers clients a range of services including organizational strategy and planning, brand development, advocacy relations, professional and patient engagement, social and digital media strategy, content and execution, integrated product launch support, marketing, public and media relations, website and multimedia development and production, and global communications in a rapidly changing healthcare environment.[9]

A former subsidiary, Dudley-Anderson-Yutzy, was acquired by the company in 1983 and folded into the OPR practice in 1988.

Government relations [edit]

In 2005, Ogilvy PR acquired all-Republican lobbying firm The Federalist Group LLC.[10][11] The company subsequently became bipartisan,[12] and its name was changed to Ogilvy Government Relations.[13] OGR operates from the same building as the office of its parent company in Washington, DC.[14][15] In 2010 Ogilvy Government Relations became a wholly owned subsidiary of Ogilvy & Mather. OGR had a total lobbying income of over $21 million in 2009.[16] This makes OGR the 7th largest lobbying firm in the United States.[17] OGR was named a Top 10 financial services lobbying firm in the 2010 regulatory reform debate.[18] Its top clients included the Blackstone Group, Highstar Capital, the Poker Players Alliance, Chevron Corporation, and Verizon Communications.[19] OGR employees and lobbyists donated over $230,000 to Republican and Democratic Party primary candidates, politicians and PACs during the 2008 election cycle.[16] OGR Chairman, Wayne Berman, was featured on Washingtonian magazine's 2007 list of the top 50 lobbyists in Washington, DC.[20]

  • Management:
    • Wayne L. Berman, Chairman
    • Moses Mercado, Chairman
    • Drew Maloney, CEO
    • Gordon Taylor, President

Controversies [edit]

Ogilvy caused some controversy in 2004 when a reportedly discarded video advertisement for the Ford SportKa hatchback began spreading virally via email. The 40-second video, which shows a lifelike computer-generated cat being decapitated by the car's sunroof was apparently rejected by Ford, but still made its way onto the internet, sparking outrage among bloggers and animal rights groups.[21][22]

Ogilvy also has been involved with the notorious Asia Pulp & Paper, a large logging company that has been convicted of illegal logging in three countries, and recently has built roads illegally into the last remaining habitats of the critically endangered Sumatran Tiger, but spent large sums on global advertising campaigns claiming 'sustainability beyond compliance'.[23]

In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to defraud the government and nine counts of filing false claims for Ogilvy over-billing advertising work done for the U.S. Office of National Drug Control Policy account. In an e-mail, Seifert stated "I'll wring the money out of [the ONDCP], I promise". Seifert and Early were sentenced to 18 and 14 months in prison, respectively. Seifert also was ordered to pay a $125,000 fine, in addition to writing a "code of ethics" for the ad industry as part of 400 hours of community service. Ogilvy & Mather repaid $1.8 million to the government to settle a civil suit based on the same billing issues and continues to produce anti-drug spots for the government.[24][25][26][27]

Ogilvy Government Relations, a wholly owned subsidiary of Ogilvy Public Relations, is credited with playing an instrumental role in killing the controversial 2005 bid by Chinese oil company CNOOC to buy Unocal Corporation, which would then go on to merge with Chevron Corporation, an OGR client.[20]

The company was involved with a controversy in May 2009 when a Clio Award was given to a campaign for the A & E History Channel. One of the associated images compared the American deaths at Pearl Harbor with the Japanese deaths after the bombing of Hiroshima.[28]

In September 2010, An Ogilvy & Mather produced radio ad for ARCO a U.S. based oil and gasoline company caused a controversy when the advertisement which used a sped up version of the Emergency Alert System header tones caused EAS decoders at radio stations across the country to unmute and activate causing a false emergency message to be sent out to monitoring television and radio stations as well as local cable systems which had their programming locked out and replaced with the primary EAS station's emergency message which in this case ended up being the ARCO ad. The situation came to a head when one radio station reported that it's EAS decode activated at least 5 times during the week because of the ARCO ad. The Society of Broadcast Engineers issued an alert bulletin to all broadcasters warning them about the ad.[29] Initially the Federal Communications Commission had issued Notice of Apparent Liability to several radio stations until it was discovered that the ads were the culprit and the header tones were most like downloaded by producers from the Internet. Ogilvy and Mather and ARCO pulled the ad and apologized. The FCC is investigating whether or not Ogilvy and Mather violated FCC Regulation CFR 47 11.45 which states "No person may transmit or cause to transmit the EAS codes or Attention Signal, or a recording or simulation thereof, in any circumstance other than in an actual National, State or Local Area emergency or authorized test of the EAS".

See also [edit]

References [edit]

  1. ^ Ad Age.com 30 April 2013 "Who was Mather ? Meet the lesser-known men behind famous agency names"
  2. ^ "Our History". Ogilvy & Mather. Retrieved 2012-07-30. 
  3. ^ Hays, Constance L. (1999-07-22). "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies". The New York Times. Retrieved 2010-05-20. 
  4. ^ a b THE MEDIA BUSINESS: ADVERTISING; American Express Demotes Ogilvy
  5. ^ Ogilvy’s New business Streak in Malaysia Now Lands Amway!
  6. ^ Coke consolidates with Ogilvy.
  7. ^ "Ogilvy Public Relations Worldwide Company Preview". Retrieved 2010-09-12. 
  8. ^ "WPP Company Profile". Retrieved 2011-12-13. 
  9. ^ "Feinstein Kean Healthcare (FKH) Company Profile". Retrieved 2010-09-12. 
  10. ^ "Ogilvy Public Relations Worldwide acquires the Federalist Group, LLC". 13 September 2005. Retrieved 2010-09-12. 
  11. ^ Brush, Silla; Snyder, Jim (20 January 2010), "Republican lobbyists prep for GOP gains", The Hill, retrieved 2010-09-12 
  12. ^ O'Connor, Patrick (31 January 2007), "Democratic Congressman Tries to Force Firing of GOP Lobbyists", Politico, retrieved 2010-09-12 
  13. ^ "Company History - Ogilvy Public Relations Worldwide". Retrieved 2010-09-12. 
  14. ^ "Contact Us - Ogilvy Government Relations". Retrieved 2010-09-12. 
  15. ^ "Office Locations - Ogilvy Public Relations Worldwide". Retrieved 2010-09-12. 
  16. ^ a b "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. Retrieved 2010-09-12. 
  17. ^ "Lobbying Spending Database". Center for Responsive Politics. Retrieved 2010-09-12. 
  18. ^ http://www.politico.com/news/stories/0610/38231.html
  19. ^ "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. Retrieved 2010-09-12. 
  20. ^ a b Eisler, Kim (1 June 2007), "Hired Guns: The City's 50 Top Lobbyists", The Washingtonian, retrieved 2010-09-12 
  21. ^ Morford, Mark (2010-09-02). "Very Funny Cat Decapitations / Is it OK to laugh when small European cars maim cute fuzzy animals? A perspective check". The San Francisco Chronicle. 
  22. ^ The Washington Post http://www.washingtonpost.com/ac2/wp-dyn/A16073-2004Apr15?language=printer |url= missing title (help). Retrieved 2010-05-20. 
  23. ^ FT.com / Home UK / UK - The usefulness of scholarships and tigers
  24. ^ McMains, Andrew (January 21, 2009). "Ogilvy Names John Seifert N.A. Chairman The appointment means new roles for execs Bill Gray and Carla Hendra". AdWeek. Retrieved 2009-06-30. 
  25. ^ Masters, Brooke A. (January 7, 2004). "Prosecutors Say Bills Were Inflated For Anti-Drug Ads". Washington Post. Retrieved 2009-06-30. 
  26. ^ Zammit, Deanna (September 1, 2005). "Seifert Submits 'Code of Ethics'". Allbusiness.com. Retrieved 2009-06-30. 
  27. ^ "Former Ogilvy executive Early sentenced to 14 months for role in overbilling scandal". Brand Republic. 14 July 2005. Retrieved 2009-06-30. 
  28. ^ http://www.redstate.com/absentee/files/2009/05/historyjapan-1.jpg
  29. ^ ARCO Commercial Trips EAS Units (Updated September 10, 2010) (Society of Broadcast Engineers Website)

External links [edit]

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