Ogilvy and Mather is a large global advertising agency founded in 1948 that operates 497 offices in 125 countries. It helps build recognizable brands and is led by CEO Miles Young and other top executives. The agency focuses on 360-degree brand stewardship through discovery, strategy, and execution. It has diversified into areas like public relations, digital and interactive marketing, and Islamic branding. Ogilvy aims to transition to producing content and collaborating more closely with consumers through co-creation, thought leadership, and digital marketing.

1. Ogilvy and MatherA CASE STUDYSubmitted ByUttamSatapathyPGDIM-18, Roll No. 157

2. ContentsBackgroundMilestonesGovernanceClientsVision and ValuesManaging Brands @ Ogilvy & MatherDiversificationFuture Plans

3. BackgroundFounded in 1948 by David OgilvyOne of the eight largest advertising networks in worldOperates 497 offices in 125 countries with approximately 16,000 employeesHas helped to build some of the most recognizable brands in the world

4. Milestones

5. Milestones

6. GovernanceMiles YoungChief Executive OfficerOgilvy and Mather WorldwideThamKhaiMengWorldwide Creative Director & Chairman,Ogilvy and Mather WorldwideShelly LazarusChairmanOgilvy and Mather Worldwide

7. Governance John SeifertChairmanOgilvy and Mather North AmericaTim IssacChairmanOgilvy and Mather Asia PacificMarcos GolfariRegional DirectorOgilvy and Mather Latina

8. Clients

9. Clients

10. Vision and ValuesVISION To be most valued by those who most value brands

11. Vision and ValuesVALUESWorking for brands, in brand terms representing its own skills and those of its clients

12. Encouraging ‘individuals, entrepreneurs, inventing mavericks’

13. Valuing ‘candor, curiosity, originality, intellectual rigor, perseverance, brains – and civility’

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. 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. Respecting the intelligence of its audiences

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 ownersManaging Brands @ Ogilvy & Mather360DEGREE BRAND STEWARDSHIP

18. 360 DEGREE BRAND STEWARDSHIPPhase 1: DiscoveryWhat is the essence of the brand?What is the brand voice and personality?What is the product behind the brand and who’s buying it?What is the company behind the brand?What is the environment in which the company operates?What is the brand vision?

19. 360 DEGREE BRAND STEWARDSHIPPhase 2: Strategy and PlanningWho are the brand’s audiences? And what is their understanding of the brand ?Where does the brand touch customers?Which of these touch-points are ‘moments of truth’?

20. 360 DEGREE BRAND STEWARDSHIPPhase 3: ExecutionWhat is the idea?How does the idea inform all creative efforts?Where is this idea going to play out?How is success measured?

21. DiversificationOgilvy 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.

22. DiversificationOgilvyOne 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).