Ogilvy and Mather
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Ogilvy and Mather

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India's top advertising agencies

India's top advertising agencies

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    Ogilvy and Mather Ogilvy and Mather Presentation Transcript

    • Group Members:Daipayan DuttaKrutika Talwade
    • HistoryFounded in 1948 by David Ogilvy which became Ogilvy and MatherStarted with no clients and only a staff of twoTo be a stand out company ,Ogilvy knew he needed to be a strong brand.First two fundamental components: quality and diversity of the people, andthe quality and class of the operation.Third Component: believe in the brands “Every advertisement ispart of the long-term investment in the personality of the brand”Tried to make sure the core goal was to make advertisingthat sells to build a brand.
    • Background of OgilvyFounded in 1948497 offices in 125 countries16,000 employees worldwideServices Fortune Global 500 companies including: •American Express •Kodak •BAT •Kraft •BP •Lenovo •Cisco •Mattel •Coke •DuPont •Motorola •Ford •Nestlé •Gillette •SAP •IBM •Unilever •Johnson & Johnson •Yahoo!
    • Services Provided By OgilvyOgilvy focuses on advertising, marketing, and publicrelations. •Advertising •Media Relations •Brand Identity •Promotional Marketing •Creative Design •Public Relations •Customer Analytics •Public Affairs •Crisis and Issues Management •Retail Design •Direct Marketing •Strategic Planning •Digital Production •Sustainability •Digital Media & Search •Sales Acceleration Marketing •Trade Marketing •Digital Marketing •Viral Marketing •Experiential Marketing •Loyalty Marketing
    • Indian Scenario - 1st Advertising agency in India - Started in 1980 with one client – Vimal - A subsidiary of WPP Group - Global revenues US$ 4.9 billion - Offices in India - New Delhi, Kolkata, Mumbai, Hyderabad
    • SWOT AnalysisSTRENGTHS WEAKNESSManpowerExperience Pricing StrategyGlobal Presence In MarketsBrand Equity Old School Concept Of AdvertisingRural MarketingCreativity
    • SWOT AnalysisOPPORTUNITIES THREATSUsing old clients Economic crisisBrand Image Tough competitionUntapped areas like web Changes in the taste &marketing preferences of clients.
    • How does Ogilvy differentiatethemselves from other agencies?Offering multiple services (advertising, brand identity, digitaland media search marketing, media relations, sustainability,and viral marketing)High quality standardsEmphasis on creativityDigital Capabilities
    • Factors for Success in IndiaHuman ResourcesFirst – Mover AdvantageIndia as a global sourcing baseIndia as back-office operations hubIndia as a source for managerial talent
    • Recommendations on Pain-PointsO&M should increase its operations for the global clientele.It should focus on Database Marketing and B2BCommunications and the other to do the ‘creative’ forinternational clients like Perfetti and CokeFocus on concept developmentO&M should increase the workforce engaged in databasemanagement and other back-office operations.
    • Case study on CadburyComplaint by customers about worms in dairymilk chocolates a month before diwaliSales dropped by 30% in just 10 weeksChallenge was to restore confidence in keyStakeholdersSet of media desk, leaflets and postersWith contact numbersNew purity sealed packaging testimonial Addon tv
    • Awards for o&mGold WinnersOgilvy IndiaVodafone "ZoozoosOgilvy DelhiCoca-Cola Sprite "Seedhi Baat, No BakwaasSilver WinnersVodafone "Zoozoos on your mobileOgilvy Hyderabad:Bajaj Pulsar
    • Few Ads of O&MTatasky addsAsian paints
    • VIDEOAward winning advertisement for anti smoking and tobacco campaign by O&M India