Ogilvy (agency)

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Ogilvy & Mather logo

Ogilvy & Mather is an advertising agency based in New York City, and owned by the WPP Group. The company operates 497 offices in 159 cities around the world.

Ogilvy & Mather works in tandem with at least 7 related network units: OgilvyOne ( CRM and interactive), OgilvyInteractive (interactive; under OgilvyOne), Neo@Ogilvy (digital and direct media; under OgilvyOne), Ogilvy Public Relations ( PR), OgilvyHealthworld (health care communications and marketing), and OgilvyAction (analytics and experiential marketing).

Ogilvy & Mather was founded in 1948 by advertising legend David Ogilvy, as "Hewitt, Ogilvy, Benson & Mather." It quickly established itself as a leading agencies worldwide by the 1960s through a policy of building brands through advertising. Ogilvy & Mather has helped build recognizable brands like American Express, BP, Ford, DuPont, Shell, Barbie, Maxwell House, IBM, Kodak, Nestlé and Unilever brands Pond's & Dove.

Integrated in the firm's corporate culture is Ogilvy's concept of "360 Degree Brand Stewardship", which he defined as "a willingness to use the broadest array of tools and techniques to understand, develop and enhance the relationship between a consumer and a brand." [1]

In 2004 Verge, the OgilvyOne Digital Summit was launched. Within a few short years, Verge has grown to become a major agency-led forum for clients and other industry experts to debate and discuss the realities and possibilities of digital marketing. The agency has taken the conference around the globe with Verge events taking place in over 20 of the world's leading markets. [2]

Known Clients

• American Express (since 1962)
• BBC
• BP (since 1999)
• British American Tobacco (since 1999)
• Cisco (since 2002)
• Coca-Cola Company (since 2001)
• Deloitte & Touche
• DHL (since 2002)
• DuPont (since 2003)
• Ford (since 1975)
• Gillette (since 1962)
• GlaxoSmithKline (since 1983)
• IBM (since 1994)
• Intelsat
• Kimberly-Clark (since 1978)
• Kodak (since 1995)
• Kraft (since 1958)
• Lenovo (since 2005)
• MasterCard
• Mattel (since 1959)
• Motorola (since 2000)
• Nestle (since 1956)
• Pfizer
• SAP (since 1999)
• Shell
• Unilever (since 1954)
• Xerox
• Yahoo (since 2003)

Notable Campaigns

Motorola, 2006 When Motorola launched a new line of youth-oriented mobile phones in China, Ogilvy didn't focus on ads for TV, newspapers or magazines. Instead, they hired a pair of Chinese college students who became overnight celebrities from posting home videos of themselves lip synching to pop songs on the web and who, in turn, sparked a craze for online do-it-yourself lip synching videos among youth in China. Capitalizing on this trend, Ogilvy hired the two students, dubbed the Back Dorm Boyz, to star in an online campaign to attract young buyers to the Motorola phones. The response was overwhelming. A related lip-synching and song re-mixing competition garnered 14 million page views in the first month, with the surge in traffic at one point crashing the site. Visitors cast more than 1.3 million votes to determine the winner of the contest. More importantly, sales of the new phones increased 270%. The campaign also received Gold at the Asian Marketing Effectiveness Awards. Watch on YouTube.

Which Side Are You On? (Lenovo, 2005) To support the launch of Lenovo's first-ever wide screen ThinkPad notebook, Ogilvy developed the "Which Side Are You On?" global viral campaign, a website that asked people to vote between the classic matte black finish versus the newly launched titanium finish of the notebooks. Little did they know that sparking a debate on the look of the laptops would generate so much attention from tech savvy crowds around the world. The campaign has been the topic of discussion on nearly 140 blogs worldwide and the website has been viewed by people in 129 countries. Not only are people discussing the campaign on these blogs, they have been passionately expressing their opinions on the future look of ThinkPad notebooks. Aiding participants' engagement on the site was the creation of the 'Persuadatron', a set of colorful characters that enabled users to send customized spoken messages to sway the votes of their friends.

Controversial Campaigns

Decapitated cat ad Ogilvy caused some controversy when they created an advertisement for a Ford SportKa hatchback, which showed images of a cat being decapitated by the car's sunroof [3]. The premise for the advert was rejected by Ford prior to Ogilvy & Mather officially beginning work on its production, yet still managed to make its way onto the internet as one of the most successful examples of viral marketing advertising to date[4].

History

1948 - David Ogilvy, age 39, opens Ogilvy and Mather in New York
1951 - Agency wins Hathaway Shirts account. David Ogilvy invents the “Hathaway Man.” Sales increase by 160%; “Guinness Guide to Oysters” is the first ad David wrote as head of O&M;. 1952 - “Come to Britain” campaign for British tourism moves Britain from 5th to 1st U.S. tourism destination.
1953 - OBM ranks 51st among U.S. agencies, with billings of $10.7 million. br /> 1955 - O&M helps launch Dove as “1/4 cleansing cream” – same premise sells brand today.
1956 – Ogilvy invents “Titus Moody” character for Pepperidge Farm – campaign runs 30+ yrs.
1959 - O&M wins Maxwell House account – relations with Kraft started; Barbie is born.
1960 – Wins Shell oil – doubles agency billing to 50 mil; Rolls-Royce – one of the most famous car ads “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electronic clock”.
1961 – Launches 1st sears campaign; wins KLM Royal Dutch Airlines- 25yrs later launches Flying Dutchman frequent flyer program for them.
1962 – O&M wins American Express – “Don’t leave home without it” & “Do you know me”
1963 David writes Confessions of an Advertising Man- International best-seller
1964 – David invents “Schweppervescence” – 500% increase over nine years in sales of Schweppes- campaign runs 18 yrs.
1965 - O&M merges with former parent Mather & Crowther(1850) – 1966 goes public.
1969 – Hershey client – builds them into #1 US chocolate maker.
1972 – O&M Direct (OgilvyOne Worldwide) opens and launches the “Quite frankly, the American Express Card is not for everyone” letter - mailed 280 mil times over 12 yrs.
1975 - Ford becomes O&M Europe client.
1976 - Launches Yellow Pages division, now OgilvyOne Directory Advertising.
1978 - O&M Bombay launches Indian Cancer Society campaign – within 2 mo. ICS check-up visits increase by 200%; Kimberly-Clark introduces Huggies: O&M “Happy Babies campaign establishes it as #1 diaper brand in the US.
1979 - opens office in China – O&M produces first direct response commercial in Mandarin for American Express.
1980 – Establishes PR operation – today Ogilvy Public Relations is a top 10 agency with more than 60 offices located around the world.
1982 - Launches Barbie Fan Club in France – 120,000 girls join in first year.
1983 - David writes Ogilvy On Advertising – best seller and industry text; Duracell becomes client; launches NutraSweet with mail-in coupon for aspartame gum balls – almost 3 million consumers get their first taste by mail.
1984 – 1st global agency to provide clients “electronic marketing” services later OgilvyInteractive.
1986 – O&M London wins Lucozade sports drink account.
1989 – Wins the annual Ford Marketing Excellence Award, wins it 6 more times in a row; 1st western ad agency to officially open in Soviet Union; WPPGroup acquires OM-David becomes non-executive WPP Chairman for 3 yrs.
1990 – O&M Direct wins DMA Diamond Echo Award 2 yrs in a row for Ryder’s “Moving Advantage” and “Crying” campaigns; Advertising Age names American Express “Portrait” series “Print Campaign of the Decade”
1991 – O&M Paris wins Cannes Grand Prix for Nestle Perrier “La Lionne” commercial.
1992 – Creates the Pond’s institute campaign in France; wins DHL account; Jaguar became North America O&M client. Sales increased more than 125%.
1993 – Wins first Nokia assignment; launches the American Express ”Charge Against Hunger” campaign. Which helped to provide more than 150 mil lbs. of food to people in need; Advertising Research Foundation establishes David Ogilvy Award to recognize campaigns that “best utilize quality and relevant research in their development”; OgilvyInteractive invents new marketing medium by inserting diskette in Forbes magazine – 8 out of 10 subscribers who responded asked to receive electronic catalog of products and services.
1994 – O&M Frankfurt wins Dresdner Bank account; IBM makes advertising history – consolidates worldwide account at O&M “one Brand, One Voice” unites Big Blue; O&M Paris helps transform EuroDisney into successful Disneyland Paris
1995 – OgilvyOne helps American Express launch global “Membership Rewards” loyalty program; O&M Japan opens in Tokyo; Kodak selects O&M Atlanta for single assignment. O&M Worldwide today manages total global account.
1996 – Wins Unilever’s Helene Curtis line worldwide; OgilvyOne Madrid’s mail campaign introducing Telefonica’s new online-access service, Infovia, brings in 11% response rate and wins prestigious Gold Mailbox Echo; Advertising Age names O&M Rightford (South Africa) International Agency of the Year; wins Sheraton; Standard O&M merges with Denison in Brazil, making O&M one of the largest agencies in the country; O&M London wins Unilever’s Impulse fragrance European account. In 1 yr, award-winning campaign helps sales rise 30%.
1997 – O&M and J.Walter Thompson pool media forces as MindShare in Europe and Asia and the Alliance in the U.S.;Punto O&M’s commercial for newspaper El Pais named Uruguay’s “Ad of the Decade”; launches new brand identity for KFC to reflect the spirit and heritage of founder Colonel Sanders; documentary film Advertising On Ogilvy is accepted into permanent collection of the Museum of Television & Radio in New York; O&M’s Results Advertising wins “Asian Creative Ad of the Year” for Black Cat Whiskey; largest advertising agency in Hong Kong and China.
1998 – wins 2 premier Cyber Lions at Cannes Advertising Festival for Campaign Magazine On-line and the IBM Olympic Luge Game.
1999 – July 22 David dies.
2000 – Wins BP, Motorola and SAP; named “North America Agency of the Year” by AdWeek.
2001 – OgilvyInteractive named “Best Integrated Agency” by AdWeek; named “North America Agency of the Year” by AdWeek.
2002 – OgilvyPR becomes #1 in China; wins Grand EFFIE for IBM Infrastructure Campaign; OgilvyPR wins Network of the Year.
2003 – Wins Cisco and DuPont; 4 Ogilvy Offices: Ogilvy Italy, Ogilvy Mexico, Ogilvy Asia Pacific, and Dialogue Marketing win “Agency of the Year”.
2004 - Ogilvy celebrates 10 years as IBM's Agency of Record; OgilvyOne worldwide hosts the first Verge: the Global Digital Summit in NYC; Brian Fetherstonhaugh becomes Chief Executive Officer of OgilvyOne Worldwide. 2005 – OgilvyInteractive North America named AdWeek’s 2004 “Interactive Agency of the Year”; BtoB Magazine names OgilvyOne North America Direct Agency of the Year; The Dove Firming Campaign wins the Grand Prix in the Euro Effies; Jock Elliott, Ogilvy’s Chairman Emeritus, dies in his sleep in Westchester County, NY.
2006 – Neo@Ogilvy Launches Globally; Ogilvy Group UK 100 yrs; Dove’s “The Campaign for Real Beauty” wins the 2006 Grand Effie Award.
2007 – Ogilvy Introduces OgilvyAction; Ogilvy North America Appoints Chief Digital Officer; Rory Sutherland Named Jury President for Cannes Direct Lions

External links

• Ogilvy & Mather
• OgilvyOne Worldwide
• Ogilvy Public Relations
• Ogilvy and Mather UK
• OgilvyAction
• OgilvyHealthworld

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