Advertising and Brand Management Topic :- Ogilvy & Mather Presented By :- Group 08
What is Advertising ?
Means of informing and influencing the audience to buy
One aspect of mass communication
Create brand and promotes marketing systems
One of the most significant & booming business sector
Firms prepare advertisements for other companies and organizations called as clients, to promote the interest of the clients products and services.
Ad industry includes Radio, Newspaper, Television & Internet
15000crores Industry in India.
Advertisement Industry in India
Post Globalization has seen the emergence of major media buying houses.
Technological development, planning systems & software optimizations have enabled agencies to acquire unique positioning in the market which attracts new clients or customers.
Ads spending in the apparel, food, watches & jeweler has increased by almost 50% in the past2 years which costs around Rs. 12,000 crores annually , contradicting to a figure of Rs. 400 crores about 3 years ago. Growth potential 6.7%
Scope of Advertising Industry in India
Rich pool of strategic planning, creative & media services personnel
Highest number of trained management graduates
Unity in Multi Cultural Diversity
Top 20agenices have a global partner or owner which provides a global link
India is well ahead in software industry, animation & TV production
India’s advanced IT can be used to develop web-based packages for global clients
OGILVY & MATHER
1948 , David Ogilvy founded the agency
Starting with no clients & 2 staff
Currently 8 th largest ad agency in the world , with its presence in 169 cities
It serves Fortune 500 companies including CISCO, COKE, FORD, Gillette, KODAK , American Express & Unilever
Believes in superior service to the clients which depends on high morale of the employees
Try to give a stimulating & happy experience to the employees
Helps to make the best use of their talents
Huge amount of investment is done on training of the employees
Helps them in illness & emotional problems & drugs
List of Major clients
Ogilvy & Mather board has produced work for a wide range of leading brands, including
Adidas (since 2007)
American Express (since 1962)
Amway (since 2009)
British Gas (since 2008)
BP (since 1999)
Coca-Cola Company (since 2001)
Motorola (since 2000)
Nestle (since 1956)
Bharti Airtel ( since 2010 )
Ogilvy One Worlwide.
1980 – 1986
Created its subsidiary Ogilvy & Mather Public Relations Inc
1992 – 1998
The agency first opened its offices in China ( Shanghai & Beijing)
Network of 17 offices in Asia Pacific also came under Ogilvy PR umbrella
1999 – 2007
The agency acquired Feinstein Keam Health Care, the largest US independent Bio Technology & health care specialist . In 2000 Ogilvy PR expanded in Asia with the opening of offices in Hyderabad & Colombo . In 2005 the agency acquired the Federalist Group a premier Govt Affairs firm in Washington DC. In 2009 Ogilvy expanded with its new offices in Denmark, Hanoyi & Ho Chi Minh City
Ogilvy’s famous Rolls – Royce Ad
Ogilvy was not the first to use the “electric clock” comparison in a headline
Robert Rosenthal at Freaking Marketing , had used the same concept in a Pierce-Arrow ad that ran about 25 years before Ogilvy’s Rolls Royce campaign, which was not a success
First, let’s look at the two headlines
So here are the two headlines for comparison:
“ The only sound one can hear in the new Pierce-Arrows is the ticking of the electric clock”
“ At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock.”
Why the Ogilvy Headline was far more powerful..?
Believability of the claim itself
Words fat with emotional associations
Classic Ads by O & M
Dove – One quarter cleansing cream, Dove creams your skin while you wash
BRU Cappuccino -Drink More Flirt More
Vision Foundation Of India -Don’t Kill Your Eyes
Formula – Builds Strong Teeth
Future strategies of O & M India
Its going global this year
Plans to export its creative talent to other countries
O & M 1200 crores investment plans to strengthen its business partners in Bangladesh & Sri Lanka
Plans to invest in Man power , Infra structure & Technology to add muscle to the new dimension
Success & Achievements of O & M
1999 – Most improved major agency
2004 – Named International Agency of the year by the Holmes Report
2007 – Honors in 17 of 26 categories in PR Magazine for Asia Pacific
2009 – Named Asia Pacific network of the year in the Asia Pacific PR awards
2010 – Won 57 medals Annual Cannes Lion International Advertising Festival
JWT, J Walter Thompson – New York based office in over 90 countries (Nestle, Ford, Nokia , Cadbury & Uniliver )
Mumbai based “Mudra Communication “ (HBO, Philips, Reliance, Big Bazzar )
FCB Ulka Advertising Limited headquartered in Mumbai ( TATA Indicom, Sun Feast, Amul & Zee Cinema )
McCannErickson India Ltd (Coca Cola & Master Card )
Leo Burnett India Pvt Ltd ( Mc Donalds, Heinz, Bajaj & Complain )
Integrated Solutions provider.
Old school concept of advertising.
Premium charged is very high.
High growth potential in overlooked areas.
Untouched areas like web marketing.
New horizons like political marketing.
Plans to increase its operations for its global clientele
Plans to establish its 2 development centers in India for Data Base Marketing & B2B communications
Plans to increase its work force engaged in back office operations
Has been selected for the official ad agency for the 2011 cricket world cup
Is going to land up with the 2010 campaigns for adidas India