Ogilvy & Mather - A Study


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Ogilvy & Mather - A Study

  1. 1. Ogilvy and Mather<br />A CASE STUDY<br />Submitted By<br />UttamSatapathy<br />PGDIM-18, Roll No. 157<br />
  2. 2. Contents<br />Background<br />Milestones<br />Governance<br />Clients<br />Vision and Values<br />Managing Brands @ Ogilvy & Mather<br />Diversification<br />Future Plans<br />
  3. 3. Background<br />Founded in 1948 by David Ogilvy<br />One of the eight largest advertising networks in world<br />Operates 497 offices in 125 countries with approximately 16,000 employees<br />Has helped to build some of the most recognizable brands in the world<br />
  4. 4. Milestones<br />
  5. 5. Milestones <br />
  6. 6. Governance<br />Miles Young<br />Chief Executive Officer<br />Ogilvy and Mather Worldwide<br />ThamKhaiMeng<br />Worldwide Creative Director & Chairman,<br />Ogilvy and Mather Worldwide<br />Shelly Lazarus<br />Chairman<br />Ogilvy and Mather Worldwide<br />
  7. 7. Governance <br />John Seifert<br />Chairman<br />Ogilvy and Mather North America<br />Tim Issac<br />Chairman<br />Ogilvy and Mather Asia Pacific<br />Marcos Golfari<br />Regional Director<br />Ogilvy and Mather Latina<br />
  8. 8. Clients<br />
  9. 9. Clients <br />
  10. 10. Vision and Values<br />VISION<br /> To be most valued by those who most value brands<br />
  11. 11. Vision and Values<br />VALUES<br /><ul><li>Working for brands, in brand terms representing its own skills and those of its clients
  12. 12. Encouraging ‘individuals, entrepreneurs, inventing mavericks’
  13. 13. Valuing ‘candor, curiosity, originality, intellectual rigor, perseverance, brains – and civility’
  14. 14. Preferring ‘the discipline of knowledge to the anarchy of ignorance’ (and expressing the preference by pursuing ‘knowledge the way a pig pursues truffles’)
  15. 15. Prizing both analytical and creative skills: “without the first, you can’t know where to go; without the second, you won’t be able to get there”
  16. 16. Respecting the intelligence of its audiences
  17. 17. Expecting its clients to hold it accountable for its stewardship of their brands, and its success to be judged by making their brands more valuable to both users and owners</li></li></ul><li>Managing Brands @ Ogilvy & Mather<br />360<br />DEGREE BRAND STEWARDSHIP<br />
  18. 18. 360 DEGREE BRAND STEWARDSHIP<br />Phase 1: Discovery<br />What is the essence of the brand?<br />What is the brand voice and personality?<br />What is the product behind the brand and who’s buying it?<br />What is the company behind the brand?<br />What is the environment in which the company operates?<br />What is the brand vision?<br />
  19. 19. 360 DEGREE BRAND STEWARDSHIP<br />Phase 2: Strategy and Planning<br />Who are the brand’s audiences? And what is their understanding of the brand ?<br />Where does the brand touch customers?<br />Which of these touch-points are ‘moments of truth’?<br />
  20. 20. 360 DEGREE BRAND STEWARDSHIP<br />Phase 3: Execution<br />What is the idea?<br />How does the idea inform all creative efforts?<br />Where is this idea going to play out?<br />How is success measured?<br />
  21. 21. Diversification<br />Ogilvy PR is a global, integrated communications firm that blends proven PR methodologies with cutting edge digital advances to craft strategic programs that give clients winning and measurable results whether marketing, public education, issues management or crisis communications.<br />
  22. 22. Diversification<br />OgilvyOne is leader in interactive marketing. It provides services in Consulting (Marketing and interactive strategy, Business development, Sales acceleration, Marketing analytics, ROI optimization), Communications (Creative ideation, CRM, eCRM, Direct marketing, Multi-channel direct response, Interactive marketing, Integrated campaigns, Digital dialogue) and Connections (Mobile marketing, Email marketing, Social media marketing, Direct and digital media planning and buying, Database management).<br />
  23. 23. Diversification<br />Neo@Ogilvy is the world's leading digital and direct media agency. The agency provides a full range of digital and direct media services, including media strategy, planning and buying, search marketing, performance marketing, analytics and technology, mobile marketing, social media marketing, digital out-of-home marketing and others.<br />
  24. 24. Diversification<br />OgilvyInteractive creates digital marketing and technology applications across all interactive channels for major global and national brands. OgilvyInteractive offers a comprehensive suite of serviceslike Digital Strategy, Brand Experiences and Platforms, Site Design & Development, Online Advertising, Social Media & Word-Of-Mouth Marketing, Direct & Performance Marketing etc.<br />
  25. 25. Diversification<br />Ogilvy Noor is the world’s first bespoke Islamic Branding practice, offering expert practical advice on how to build brands that appeal to Muslim consumers, globally. It combines decades of experience and best practice in marketing successfully to Muslim consumers globally, with pioneering up-to-the-minute research conducted to shed light on the lives, needs and desires of the new Muslim consumer today. It then turns these insights into practical guidance for the brand and market.<br />
  26. 26. Future Plans<br />New Agency model – from “message generator” to “content producer”<br />Thought leadership – OgilvyEarth and OgilvyNoor<br />Co-creation<br />Value Exchange<br />Collaborate with consumer<br />Digital Marketing<br />
  27. 27. Thank You<br />