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  1. 1. Advertising and Brand Management Topic :- Ogilvy & Mather Presented By :- Group 08
  2. 2. <ul><li>What is Advertising ? </li></ul><ul><li>Means of informing and influencing the audience to buy </li></ul><ul><li>One aspect of mass communication </li></ul><ul><li>Create brand and promotes marketing systems </li></ul>
  3. 3. <ul><li>Advertising Industry </li></ul><ul><li>One of the most significant & booming business sector </li></ul><ul><li>Firms prepare advertisements for other companies and organizations called as clients, to promote the interest of the clients products and services. </li></ul><ul><li>Ad industry includes Radio, Newspaper, Television & Internet </li></ul><ul><li>15000crores Industry in India. </li></ul>
  4. 4. <ul><li>Advertisement Industry in India </li></ul><ul><li>Post Globalization has seen the emergence of major media buying houses. </li></ul><ul><li>Technological development, planning systems & software optimizations have enabled agencies to acquire unique positioning in the market which attracts new clients or customers. </li></ul><ul><li>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% </li></ul>
  5. 6. <ul><li>Scope of Advertising Industry in India </li></ul><ul><li>Rich pool of strategic planning, creative & media services personnel </li></ul><ul><li>Highest number of trained management graduates </li></ul><ul><li>Unity in Multi Cultural Diversity </li></ul><ul><li>Top 20agenices have a global partner or owner which provides a global link </li></ul><ul><li>India is well ahead in software industry, animation & TV production </li></ul><ul><li>India’s advanced IT can be used to develop web-based packages for global clients </li></ul>
  6. 7. OGILVY & MATHER <ul><li>1948 , David Ogilvy founded the agency </li></ul><ul><li>Starting with no clients & 2 staff </li></ul><ul><li>Currently 8 th largest ad agency in the world , with its presence in 169 cities </li></ul><ul><li>It serves Fortune 500 companies including CISCO, COKE, FORD, Gillette, KODAK , American Express & Unilever </li></ul>
  7. 8. CORPORATE CULTURE <ul><li>Believes in superior service to the clients which depends on high morale of the employees </li></ul><ul><li>Try to give a stimulating & happy experience to the employees </li></ul><ul><li>Helps to make the best use of their talents </li></ul><ul><li>Huge amount of investment is done on training of the employees </li></ul><ul><li>Helps them in illness & emotional problems & drugs </li></ul>
  8. 9. List of Major clients <ul><li>Ogilvy & Mather board has produced work for a wide range of leading brands, including </li></ul><ul><li>Adidas (since 2007) </li></ul><ul><li>American Express (since 1962) </li></ul><ul><li>Amway (since 2009) </li></ul><ul><li>British Gas (since 2008) </li></ul><ul><li>BP (since 1999) </li></ul><ul><li>Coca-Cola Company (since 2001) </li></ul><ul><li>Motorola (since 2000) </li></ul><ul><li>Nestle (since 1956) </li></ul><ul><li>Bharti Airtel ( since 2010 ) </li></ul>
  9. 10. Subsidiaries <ul><li>O&M Advertising. </li></ul><ul><li>Ogilvy One Worlwide. </li></ul><ul><li>Ogilvy PR. </li></ul><ul><li>Meridian Communications </li></ul><ul><li>Neo. </li></ul>
  10. 11. LANDMARKS ACHIEVED <ul><li>1980 – 1986 </li></ul><ul><li>Created its subsidiary Ogilvy & Mather Public Relations Inc </li></ul><ul><li>1992 – 1998 </li></ul><ul><li>The agency first opened its offices in China ( Shanghai & Beijing) </li></ul><ul><li>Network of 17 offices in Asia Pacific also came under Ogilvy PR umbrella </li></ul><ul><li>1999 – 2007 </li></ul><ul><li>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 </li></ul>
  11. 12. <ul><li>Ogilvy’s famous Rolls – Royce Ad </li></ul><ul><li>Ogilvy was not the first to use the “electric clock” comparison in a headline </li></ul>
  12. 13. <ul><li>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 </li></ul><ul><li>First, let’s look at the two headlines </li></ul><ul><li>So here are the two headlines for comparison: </li></ul><ul><li>“ The only sound one can hear in the new Pierce-Arrows is the ticking of the electric clock” </li></ul><ul><li>vs. </li></ul><ul><li>“ At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock.” </li></ul>
  13. 14. <ul><li>Why the Ogilvy Headline was far more powerful..? </li></ul><ul><li>Specificity </li></ul><ul><li>Quote marks </li></ul><ul><li>Believability of the claim itself </li></ul><ul><li>Words fat with emotional associations </li></ul>
  14. 15. Classic Ads by O & M
  15. 16. Dove – One quarter cleansing cream, Dove creams your skin while you wash
  16. 17. BRU Cappuccino -Drink More Flirt More
  17. 18. Vision Foundation Of India -Don’t Kill Your Eyes
  18. 19. Formula – Builds Strong Teeth
  19. 20. Future strategies of O & M India <ul><li>Its going global this year </li></ul><ul><li>Plans to export its creative talent to other countries </li></ul><ul><li>O & M 1200 crores investment plans to strengthen its business partners in Bangladesh & Sri Lanka </li></ul><ul><li>Plans to invest in Man power , Infra structure & Technology to add muscle to the new dimension </li></ul>
  20. 21. Success & Achievements of O & M <ul><li>1999 – Most improved major agency </li></ul><ul><li>2004 – Named International Agency of the year by the Holmes Report </li></ul><ul><li>2007 – Honors in 17 of 26 categories in PR Magazine for Asia Pacific </li></ul><ul><li>2009 – Named Asia Pacific network of the year in the Asia Pacific PR awards </li></ul><ul><li>2010 – Won 57 medals Annual Cannes Lion International Advertising Festival </li></ul>
  21. 22. Competitors <ul><li>JWT, J Walter Thompson – New York based office in over 90 countries (Nestle, Ford, Nokia , Cadbury & Uniliver ) </li></ul><ul><li>Mumbai based “Mudra Communication “ (HBO, Philips, Reliance, Big Bazzar ) </li></ul><ul><li>FCB Ulka Advertising Limited headquartered in Mumbai ( TATA Indicom, Sun Feast, Amul & Zee Cinema ) </li></ul><ul><li>McCannErickson India Ltd (Coca Cola & Master Card ) </li></ul><ul><li>Leo Burnett India Pvt Ltd ( Mc Donalds, Heinz, Bajaj & Complain ) </li></ul>
  22. 23. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Brand Equity </li></ul><ul><li>Rural Marketing </li></ul><ul><li>Unique Style </li></ul><ul><li>Creativity </li></ul><ul><li>Integrated Solutions provider. </li></ul><ul><li>Weaknesses </li></ul><ul><li>Old school concept of advertising. </li></ul><ul><li>Premium charged is very high. </li></ul>
  23. 24. <ul><li>Opportunities </li></ul><ul><li>High growth potential in overlooked areas. </li></ul><ul><li>Untouched areas like web marketing. </li></ul><ul><li>New horizons like political marketing. </li></ul><ul><li>Threats </li></ul><ul><li>Economic crisis </li></ul><ul><li>Tough Competition. </li></ul>
  24. 25. Future Plans <ul><li>Plans to increase its operations for its global clientele </li></ul><ul><li>Plans to establish its 2 development centers in India for Data Base Marketing & B2B communications </li></ul><ul><li>Plans to increase its work force engaged in back office operations </li></ul><ul><li>Has been selected for the official ad agency for the 2011 cricket world cup </li></ul><ul><li>Is going to land up with the 2010 campaigns for adidas India </li></ul>
  25. 26. Suggestions <ul><li>Create SBU into financial marketing. </li></ul><ul><li>Revise the 360degree brand stewardship. </li></ul><ul><li>Diversify the portfolio. </li></ul><ul><li>Handle makeover campaigns for clients. </li></ul><ul><li>Hunt for creative talent. </li></ul><ul><li>Venture into film promotions and media campaigns. </li></ul>
  26. 27. Thank You <ul><li>If Its ADVERTISEMENT , then It has to be </li></ul>