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
Subsidiaries OgilvyOne
OgilvyInteractive
Ogilvy Public Relations
Ogilvy CommonHealth Worldwide
OgilvyAction
Neo@Ogilvy
Ogilvy Government Relations
RedWorks
OgilvyEarth
Bottle Rocket Apps
Era Ogilvy />Geometry Global<br
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 161 cities of 120 countries worldwide with approximately 18,000 employees.

History[edit]

Ogilvy & Mather was founded in 1948 by British born David Ogilvy, with backing by a previous employer, the London advertising agency Mather & Crowther.[1]

Mather & Crowther originally sent David Ogilvy to the United States in 1938. Over the next ten years, Ogilvy worked in research at the Gallup polling company, worked for British Intelligence during World War II, then spent a few years farming in Pennsylvania. Ogilvy in 1948 started a U.S. agency with the backing of Mather & Crowther, who by then had merged with the U.K. based Benson agency group. Ogilvy opened his U.S. shop as "Hewitt, Ogilvy, Benson, & Mather" in Manhattan with a staff of two and no clients.[citation needed][2]

Ogilvy was acquired by the WPP Group in 1989 for $864 million.[3]

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 overbilling advertising work done for the U.S. Office of National Drug Control Policy account. Seifert and Early were sentenced to 18 and 14 months in prison, respectively. 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.[4][5][6][7]

Services[edit]

The OgilvyCulture division was formed in late 2010 and early 2011 to market products across different cultures.[8] Social@Ogilvy and Ogilvy Youth divisions were started in 2012 to provide social media and youth marketing services, respectively.[9]

Subsidiary Ogilvy Public Relations (OPR) is a global public relations agency with 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 healthcare communications firm.[citation needed]
  • Feinstein Kean Healthcare: Established in 1987, Feinstein Kean Healthcare

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

In 2005, Ogilvy PR acquired a Republican lobbying firm called The Federalist Group LLC.[10] The company subsequently became bipartisan,[11] and its name was changed to Ogilvy Government Relations.[12] OGR operates from the same building as the office of its parent company in Washington, D.C.[13] 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.[14] This makes OGR the 7th largest lobbying firm in the United States.[15] OGR was named a Top 10 financial services lobbying firm in the 2010 regulatory reform debate.[16] Its top clients included the Blackstone Group, Highstar Capital, the Poker Players Alliance, Chevron Corporation, and Verizon Communications.[17] OGR employees and lobbyists donated over $230,000 to Republican and Democratic Party primary candidates, politicians and PACs during the 2008 election cycle.[14]

Notable campaigns[edit]

The 2013 Google India advertisement (created by Ogilvy & Mather India) Reunion (about the Partition of India) has had a strong impact in both India and Pakistan, leading to hope for the easing of travel restrictions between the two countries.[18][19][20] It went viral[21][22] and was viewed more than 1.6 million times before officially debuting on television on November 15, 2013.[23]

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.[24][25]

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.[26] 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.[27]

In September 2010, an Ogilvy & Mather 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 (EAS) header tones caused EAS decoders at radio stations across the country to 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 its 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.[28]

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. ^ Hays, Constance L. (1999-07-22). "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies". The New York Times. Retrieved 2010-05-20. 
  3. ^ Rothenberg, Randall (16 May 1989). "WPP's Bid Is Accepted By Ogilvy". The New York Times. p. 1. 
  4. ^ 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. 
  5. ^ Masters, Brooke A. (January 7, 2004). "Prosecutors Say Bills Were Inflated For Anti-Drug Ads". Washington Post. Retrieved 2009-06-30. 
  6. ^ Zammit, Deanna (September 1, 2005). "Seifert Submits 'Code of Ethics'". Allbusiness.com. Retrieved 2009-06-30. 
  7. ^ "Former Ogilvy executive Early sentenced to 14 months for role in overbilling scandal". Brand Republic. 14 July 2005. Retrieved 2009-06-30. 
  8. ^ Elliott, Stuart (July 17, 2011). "Mosaic Marketing Takes a Fresh Look at Changing Society". New York Times. Retrieved November 15, 2013. 
  9. ^ Elliott, Stuart (February 13, 2013). "Ogilvy & Mather Staffs up in Social Media and Youth Marketing". New York Times. Retrieved November 15, 2013. 
  10. ^ Brush, Silla; Snyder, Jim (20 January 2010), "Republican lobbyists prep for GOP gains", The Hill, retrieved 2010-09-12 
  11. ^ O'Connor, Patrick (31 January 2007), "Democratic Congressman Tries to Force Firing of GOP Lobbyists", Politico, retrieved 2010-09-12 
  12. ^ "Company History - Ogilvy Public Relations Worldwide". Retrieved 2010-09-12. 
  13. ^ "Contact Us - Ogilvy Government Relations". Retrieved 2010-09-12. 
  14. ^ a b "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. Retrieved 2010-09-12. 
  15. ^ "Lobbying Spending Database". Center for Responsive Politics. Retrieved 2010-09-12. 
  16. ^ "Lobbyists flock to Wall St. bill - Joe Eaton and M.B. Pell - Center for Public Integrity". Politico.Com. Retrieved 2013-07-20. 
  17. ^ "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. Retrieved 2010-09-12. 
  18. ^ Naqvi, Sibtain (2013-11-19). "Google can envision Pakistan-India harmony in less than 4 minutes…can we?". The Express Tribune. 
  19. ^ PTI (2013-11-15). "Google reunion ad reignites hope for easier Indo-Pak visas". Deccan Chronicle]. 
  20. ^ Chatterjee, Rhitu (2013-11-20). "This ad from Google India brought me to tears". Public Radio International,. 
  21. ^ Peter, Sunny (2013-11-15). "Google Search: Reunion Video Touches Emotions in India, Pakistan; Goes Viral [Watch VIDEO]". International Business Times. 
  22. ^ "Google’s India-Pak reunion ad strikes emotional chord". Times of India. 2013-11-14. 
  23. ^ Johnson, Kay (2013-11-15). "Google ad an unlikely hit in both India, Pakistan by referring to traumatic 1947 partition". ABC News/Associated Press. 
  24. ^ 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. 
  25. ^ The Washington Post. 2012-08-21 http://www.washingtonpost.com/ac2/wp-dyn/A16073-2004Apr15?language=printer |url= missing title (help). [dead link]
  26. ^ Eisler, Kim (1 June 2007), "Hired Guns: The City's 50 Top Lobbyists", The Washingtonian, retrieved 2010-09-12 
  27. ^ http://www.redstate.com/absentee/files/2009/05/historyjapan-1.jpg
  28. ^ ARCO Commercial Trips EAS Units (Updated September 10, 2010) (Society of Broadcast Engineers Website)

External links[edit]