The document discusses Ogilvy & Mather, a large global advertising agency. It provides an overview of Ogilvy's history, founding in 1948, growth to over 8,000 employees worldwide, and work with major clients like Coke, Ford, and Unilever. The agency focuses on superior client service and employee training. It has expanded globally through acquisitions and new offices, with subsidiaries covering different advertising areas. Ogilvy is known for memorable campaigns like the iconic "Rolls Royce" ad and continues growing its operations internationally.

1. Advertising and Brand Management Topic :- Ogilvy & Mather Presented By :- Group 08

2. What is Advertising ? Means of informing and influencing the audience to buy One aspect of mass communication Create brand and promotes marketing systems

3. Advertising Industry 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.

4. 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%

6. 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

7. 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

8. CORPORATE CULTURE 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

9. 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 )

10. Subsidiaries O&M Advertising. Ogilvy One Worlwide. Ogilvy PR. Meridian Communications Neo.

11. LANDMARKS ACHIEVED 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

12. Ogilvy’s famous Rolls – Royce Ad Ogilvy was not the first to use the “electric clock” comparison in a headline

13. 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” vs. “ At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock.”

14. Why the Ogilvy Headline was far more powerful..? Specificity Quote marks Believability of the claim itself Words fat with emotional associations

15. Classic Ads by O & M

16. Dove – One quarter cleansing cream, Dove creams your skin while you wash

17. BRU Cappuccino -Drink More Flirt More

18. Vision Foundation Of India -Don’t Kill Your Eyes

19. Formula – Builds Strong Teeth

20. 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

21. 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

22. Competitors 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 )

23. SWOT Analysis Strengths Brand Equity Rural Marketing Unique Style Creativity Integrated Solutions provider. Weaknesses Old school concept of advertising. Premium charged is very high.

24. Opportunities High growth potential in overlooked areas. Untouched areas like web marketing. New horizons like political marketing. Threats Economic crisis Tough Competition.

25. Future Plans 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

26. Suggestions Create SBU into financial marketing. Revise the 360degree brand stewardship. Diversify the portfolio. Handle makeover campaigns for clients. Hunt for creative talent. Venture into film promotions and media campaigns.

27. Thank You If Its ADVERTISEMENT , then It has to be