OGILVY & MATHER CASE STUDY

Ogilvy & Mather Worldwide Type Subsidiary of WPP Group Industry Advertising, marketing, public relations Founded Manhattan (1948) Headquarters Manhattan, USA Key people Tham Khai Meng, Worldwide Creative Director, Chairman of WW Council Subsidiaries OgilvyOne Worldwide OgilvyInteractive Ogilvy PR Worldwide Ogilvy Healthworld OgilvyAction Neo@Ogilvy Website www.ogilvy.com Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan and owned by the WPP Group. The company operates 497 offices in 125 countries with approximately 16,000 employees.

History Ogilvy & Mather was founded in 1948 by David Ogilvy, as "Hewitt, Ogilvy, Benson, & Mather" in Manhattan. The company became a leading worldwide agency by the 1960s.Central to its growth was its strategy of building brands such as American Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestl, and Unilever brands Pond's and Dove.[1] Ogilvy & Mather was built on Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.

His entry into the company of giants started with several iconic campaigns: "The man in the Hathaway shirt" with his aristocratic eye patch; "The man from Schweppes is here" introduced Commander Whitehead, the elegant, bearded Brit, bringing Schweppes (and "Schweppervesence") to the U.S.;"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"; and "Pablo Casals is coming home to Puerto Rico", a campaign that Ogilvy said helped change the image of a country and was his proudest achievement. One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.In 1989 The Ogilvy Group was purchased by WPP Group.

Engagement Model Factors For Ogilvy & Mather y Organizational Culture: With offices in over 48 countries, Ogilvy and Mather operates one of the largest and most technologically advanced marketing communications networks in the world. y Nature of Work: Rapid SAP implementation and long-term support y Tactical / Strategic Requirements - Market Pressures / Obligations: There was a need for fast implementation with stable support and ongoing development. - Status of Various Projects: At the time of implementation, no other projects could be put into the pipeline until this project was completed. - Resource Availability: Limited in-house resources were available, so the client hired GrayCell to perform the implementation and support. - Available Management Bandwidth: For implementation, client management was available to oversee the project. However, there was not enough client-side management available for support due to the client's ongoing projects and initiatives, so GrayCell is handling all support and operation functions. y Process Maturity: This is a sophisticated client who was already familiar with the concept of offshore outsourcing. In this case, the client's willingness to explore their options enabled them to realize a significant cost savings on their SAP support functions. Engagement Model Dimensions For Ogilvy & Mather 1. Management Involvement - We implemented a "White Box" model for SAP implementation, whereby the client was responsible for management functions and GrayCell provided qualified functional and technical resources. For ongoing support we adopted a "Black Box" approach, whereby GrayCell is 100% responsible for managing offshore support functions. Communications Management Structure - We implemented a basically "one-to-one" communication structure for support functions and a "many-to-many" communications structure for implementation, using a system of conference calls, Yahoo instant messenger, e-mails, and voice2. Onsite / Offsite / Offshore Mix -- Due to the client's large size and familiarity with offshore outsourcing, we were able to provide an efficient mix of on-site, off-site, remote and offshore services. 3. Engagement Duration - We are currently using a Long Duration Capacity Model for SAP

support and application maintenance, which allows us to provide the client with greater costsavings and efficiencies. However, for the initial SAP implementation we utilized a Shorter Duration Project Model in order to achieve well-defined functional objectives as quickly as possible. 4. Resource Skills - For the SAP implementation, we used highly skilled and experienced project managers, programmers, architects and senior consultants on-site who are expert at SAP, Oracle, and Java/J2EE. For the longer-term support functions, we were able to lower costs by using consultants at a less senior skill level who a well versed in the necessary ABAP and Basis applications. 5. Team Size -We provided a large-sized onsite team for implementation and continue to provide them with a medium-sized offshore team for support. Accomplishments Using the Engagement Model With the help of GrayCell's functional and technical skills, Ogilvy accomplished the following:
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Fast, efficient, on-time and under-budget implementation of an SAP system that consisted of Finance and Control, Material Management, Sales and Distribution, and Project Management modules. These modules streamlined their worldwide operations, providing increased productivity and cost-control. Cost-effective, stable and reliable offshore 24/7/365 days a year technical support and maintenance with no need for client management. Seamless client copy, upgrades and maintenance support of their SAP system.

"GrayCell is our first-choice vendor for IT consulting and I can recommend GrayCell without reservation. We have found them to be a terrific choice for projects of all sizes and durations, ranging from 3-days to 3 years." Management The chairman is Rochelle Lazarus, who has held the position since 1996. She also was CEO until the end of 2008, when she was succeeded by Miles Young. Ogilvy & Mather Pvt., Ltd. operates as an advertising agency in India. The company provides various marketing services through Web sites, Wed banners, email marketing, public relationships, radio, direct marketing, promotion, telemarketing, out door, packaging, rural communication, retail visibility and communication, television, and print ads sources. It serves various sectors, including financial, food and beverage, house hold products and durables, lifestyle, media and publication, social cause related marketing, telecommunication, toiletries, and travel and transportation. The company was founded in 1928 and is based in Mumbai, India. Ogilvy & Mather Pvt., Ltd. is a subsidiary of Ogilvy & Mather Worldwide, Inc. Clients Ogilvy & Mather board has produced work for a wide range of leading brands, including:

Adidas (since 2007)

Kraft (since 1958)

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American Express (since 1962) Amway (since 2009) British Gas (since 2008) BP (since 1999) Citizens Financial Group (since 2010) Cisco (since 2002) Coca-Cola Company (since 2001) DHL (since 2002) DuPont (since 2003) Gap (since 2011) Gillette (since 1962) GlaxoSmithKline (since 1983) IBM (since 1994) Kodak (since 1995)

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Lenovo (since 2005) Mattel (since 1959) Motorola (since 2000) Nestle (since 1956) NexCen Brands (since 2007) SAP (since 1999) Siemens (since 2008) Tobacco Institute (ended 1998) Unilever (Parent Company)(since 1954) Vodafone (2009)

Notable campaigns In 1972 Ogilvy & Mather, Sydney first developed the line "Don't Leave Home Without It" as a means of educating Australians how to use the country's first credit card. Created by Ian Latham and David Prentice]Three years later in 1975, the line was adapted by Ogilvy & Mather New York to "Don't Leave Home Without Them' ad campaign for American Express Traveler's Cheques, featuring Oscar Awardwinning actor Karl Malden. The "Don't Leave Home Without It" slogan was revived in 2005 for the prepaid American Express Travelers Cheque Card. After Malden's departure, American Express continued to feature celebrities, including Jerry Seinfeld, Martin Scorsese, Robert DeNiro, Wes Anderson, Ken Watanabe, Ellen DeGeneres and Conan O'Brien. In 2007, Ogilvy Stockholm developed the "Animals in the Womb" campaign for Ford Flexifuel, which was nominated for the Cannes Lion Award and for the Guldgget Award in 2008 Public relations Subsidiary, Ogilvy Public Relations Worldwide operates 69 offices in locations throughout the world. Head-quartered in New York, it has a total of nine offices in North America, along with 22 offices in Europe, five in South Asia, ten in East Asia, five in the Middle East and Africa, two in Central Asia, three in Latin America, six in Southeast Asia, and seven in Australia. Ogilvy Public Relations has its own wholly owned subsidiaries:
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B|W|R Public Relations: Acquired in 1999, B|W|R is head-quartered in Beverly Hills, California and also operates an office in New York. It describes itself as "a corporate, lifestyle and entertainment-based public relations firm." Feinstein Kean Healthcare: Also acquired in 1999, FKHealthcare is based in Cambridge, Massachusetts and provides "an array of communications and consulting services

to biotechnology, pharmaceutical and otherhealthcare companies." It is also parent company of Kendall Strategies.