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net/rajibkumarjena/ogilvy Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan, and is a part of the WPP group, one of the world's leading communications services groups. Ogilvy & Mather Worldwide is one of the largest advertising agencies in the US, specialised in so-called brand stewardship. It operates 450 offices in 120 countries with approximately 18,000 employees. In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world. Today it has more than 450 plus offices in 169 cities. 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, Cadbury 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. The beginnings of Ogilvy & Mather Opening a new advertising agency in 1948 seemed good timing. The Depression and World War II had driven all but the largest, well-established, advertising firms out of business and had discouraged attempts by newcomers to break into the market. However, with the war over and the American economy expanding with unprecedented vigour, and a greater public awareness of the media and its influence, advertising became a necessary element in any business practice. The potential for growth was almost limitless. Still, the agency did not become successful overnight. Competing with such long-standing industry leaders as J. Walter Thompson, Young & Rubicam, Leo Burnett, and BBDO was difficult.

Expansion, Innovation and Diversification In 1955 O&M helped launching Unilever's Dove as '1/4 moisturizing cream'. In 1960, Shell Oil started an account, increasing O&M's revenues by almost 50%. Later, accounts were also

secured from General foods, Bristol-Myers, and Lever Brothers, to name just a few. By 1962 the agency's billings had increased dramatically, and Ogilvy had established himself as an innovator in the business. Indeed, the 1960's and early 1970's marked a period of expansion and innovation. In 1964 Ogilvy, Benson & Mather Inc. of New York merged with Mather & Crowther Ltd. of London to become Ogilvy & Mather International. In 1966 O&M became the first ad agency to go public on both the London and New York stock exchanges. During the same period O&M also became more diverse in its range of advertising. It developed campaigns for large corporations, non-profit organizations (e.g., the World Wildlife Fund), whole nations (Puerto Rico, Singapore, France), and international clients whose markets were primarily outside the US. By 1975 O&M had grown extensively. In addition to General Foods and its other base accounts the agency had established accounts with American Express, IBM, Merrill Lynch, Campbell's Soup, and Mercedes Benz. Branch offices were set up around the world to handle the large amount of international business the firm had developed and subsidiaries were consolidated under the umbrella of the parent company. Growth on the scale experienced by O&M also resulted in adverse effects. O&M's creativity became stifled as the immensity of the operation created bureaucratic impediments. The agency became conservative, feeling an obligation to its shareholders to secure consistent dividends and minimize risks. The agency successfully produced conservative campaigns for large companies, but creatively speaking, had stagnated. David Ogilvy was aware of what was happening and, on the eve of his retirement, made some dramatic changes, taking new, creative people on board. To avoid creativity problems in the future, O&M created a network of semi-autonomous subsidiaries that, while having access to the resources only a large company can provide, still work in a "small shop" environment.

In May of 1985 Ogilvy & Mather International Inc. became the Ogilvy Group.In 1989, O&M was acquired by number 2 advertising conglomerate WPP Group

Initial Ads by Ogilvy

David Ogilvy's copywriting was at the heart of many of advertising's most famous campaigns, including perhaps the best-known headline ever written for an automobile ad: "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock."

. In 1951, a small shirt maker, C. F. Hathaway, came asking for help. This led to the "man with the black eye patch" campaign, arguably one of Ogilvy's most famous that ran for 25 years.

Over the years Ogilvy has helped create some of India's most successful brands like Asian Paints, Cadbury, Fevicol among them, and in recent times- Vodafone, Close Up and many more. One hallmark of Ogilvy's brand-building capability is the balance of global and local brands. The local clients keep them in tune with local market nuances, which is integral to the success of multinational accounts.

A power brand in itself, Ogilvy & Mather is acknowledged as the leading communications agency in the country today. The defining quality is their firm belief in the value of brands and the important role they play in consumers' lives. The business of building brands is conducted through a proprietary way of thinking and working; what they call 360 Degree Brand Stewardship. As pioneers of integrated communication initiatives in the country, Ogilvy & Mather consistently deliver an overall promise of 360 Degree Stewardship through their business units that encompass: Ogilvy & Mather Advertising OgilvyOne OgilvyInteractive Ogilvy PR Worldwide Ogilvy CommonHealth Worldwide OgilvyAction Neo@Ogilvy Ogilvy Government Relations RedWorks OgilvyEarth

OgilvyOne (direct marketing to individuals), Ogilvy Interactive (marketing through Web sites and wireless devices), and Ogilvy Public Relations Worldwide. Ogilvy Public Relations Worldwide offers services, including consumer marketing, corporate branding, public affairs lobbying, and creative media. Ogilvy PR operates two specialist units: B/W/R, a corporate entertainment firm, and Feinstein Kean Healthcare (FKH), a service firm specializing in biotechnology and the pharmaceutical industry.

Network

The network services more Fortune Global 500 companies in five or more countries than any other agency. As Brand Stewards, they combine local know-how with a worldwide network, to leverage the brands of the multinational clients. Ogilvy creates powerful campaigns that address local market needs while reinforcing the same universal brand identity. The hallmark of our brand-building capabilities is their balance of global and local brands. Major brands include J. Walter Thompson, Ogilvy & Mather, Young & Rubicam, MindShare, Mediaedge:cia, Millward Brown, OgilvyOne, Wunderman, Hill & Knowlton, Ogilvy Public Relations, BursonMarsteller, Grey Global Group, Cohn & Wolfe, CommonHealth, Enterprise IG and Landor, among others. Their specialist skills include advertising, media investment management, information, insight & consultancy, public relations & public affairs, branding & identity, healthcare, communications, direct, promotion & relationship marketing and specialist communications.

Key people Piyush Pandey Executive Chairman & National Creative Director India & South Asia

S. N. Rane Co-executive Chariman & COO India & South Asia

Pratap Bose CEO Ogilvy & Mather, India Managing Director South Asia, Kinetic President Ogilvy Activation

Services offered

Television promotion Print ad Websites & Web banners Email marketing Public relation Radio Direct marketing Promotion Telemarketing Outdoor Packaging

Ogilvy & Mather Advertisings clients include Vodafone Cadbury Dove Ponds Pidilite Tata Sky Ogilvy PR Worldwides division B/W/R is dealing with media relations for celebrities such as Ben Affleck, Brat Pitt, Michael J. Fox, and Reese Witherspoon. Finally, several governmental bodies stand amongst Ogilvy's clients.

OGILVYONE

OgilvyOne Worldwide delivers on David Ogilvys famous promise, We sell, or else, by unlocking the full value of customers with digital direct marketing that sells. There are four core pillars: customer-centered philosophy; data-driven strategy; results-driven execution; and digital direct innovation.

With 120 offices in 50 countries, OgilvyOne is arguably the largest digital direct network in the world. Creative is our most visible product and is, in many ways, the summation of all our marketing thinking. Our work delivers results - we've won more than twice as many Direct Marketing Association ECHO awards as our nearest competitor. Specialties Consulting, data & analytics, eCommerce, CRM, eCRM and loyalty marketing, Search marketing, Direct and digital marketing, Email marketing, Website strategy & development, Mobile marketing, Social media marketing & selling, Digital & direct media planning & buying OgilvyOne Worldwide markets to the individual. One of the world's largest customer relationship management and direct marketing firms, OgilvyOne helps clients attract and retain customers through digital marketing, direct mailings, and telemarketing, among other services. The company's services include consulting, creative services, strategic planning, database management, lead generation, and customer care. It has served firms such as IBM, American Express, and Nestle through more than 120 offices in about 50 countries (OgilvyOne Worldwide Ltd acts as the agency's UK branch). The company is part of creative advertising network Ogilvy & Mather, itself a division of advertising conglomerate WPP Group.

Scale and Experience With over 150 offices in 30 countries, arguably the largest direct marketing and interactive marketing network in the world. OgilvyOne was established in 1972 and have nearly four decades of experience. A superb balance of 50% local and 50% global clients namely IBM, American Express, Cisco, Lenovo, SAP, Yahoo!, Zurich Financial Group, British Telecom, British Airways, Nestl and Unilever among the global clients. Recent Achievements Goafest 2012

The final awards night at Goafest 2012 saw Ogilvy India at top by winning 51 metals including 1 Grand Prix, 11 Gold, 16 Silver and 23 Bronze. Ogilvy won the Grand Prix in Digital & Interactive category while it bagged maximum 4 Gold in Direct category, 2 Gold in Digital and 1 Gold each in Film, Radio, OOH, Print, and Design categories. Ogilvy India won 7 medals for its campaign The Photographs Case for Fox Crime including 1 Grand Prix, 5 Gold and 1 Silver. Good Morning Films won a Silver for Fox Crimes campaign in Film Craft Category in the Subcategory Cinematography. Thus, the campaign emerged as the most awarded campaign with total 8 metals.

Piyush Pandey receives 2012 CLIO Lifetime Achievement Award HONG KONG, 21 March 2012 The CLIO Awards, one of the worlds most recognised award competitions honouring excellence in advertising, design and communications, has named Ogilvy & Mathers Executive Chairman and Creative Director of South Asia, Piyush Pandey as the recipient of the 2012 CLIO Lifetime Achievement Award. With a highly successful advertising career spanning three decades, Pandey is often revered as the godfather of Indian advertising. Pandey is the first person from the region to receive this distinction and will be presented with the Lifetime Achievement Award at the 53rd annual CLIO Awards ceremony, which takes place on Tuesday May 15 in New York.