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HistoryFounded in 1948 by David Ogilvy which became Ogilvy and MatherStarted with no clients and only a staff of twoTo be a stand out company ,Ogilvy knew he needed to be a strong brand.First two fundamental components: quality and diversity of the people, andthe quality and class of the operation.Third Component: believe in the brands “Every advertisement ispart of the long-term investment in the personality of the brand”Tried to make sure the core goal was to make advertisingthat sells to build a brand.
Background of OgilvyFounded in 1948497 offices in 125 countries16,000 employees worldwideServices Fortune Global 500 companies including: •American Express •Kodak •BAT •Kraft •BP •Lenovo •Cisco •Mattel •Coke •DuPont •Motorola •Ford •Nestlé •Gillette •SAP •IBM •Unilever •Johnson & Johnson •Yahoo!
Services Provided By OgilvyOgilvy focuses on advertising, marketing, and publicrelations. •Advertising •Media Relations •Brand Identity •Promotional Marketing •Creative Design •Public Relations •Customer Analytics •Public Affairs •Crisis and Issues Management •Retail Design •Direct Marketing •Strategic Planning •Digital Production •Sustainability •Digital Media & Search •Sales Acceleration Marketing •Trade Marketing •Digital Marketing •Viral Marketing •Experiential Marketing •Loyalty Marketing
Indian Scenario - 1st Advertising agency in India - Started in 1980 with one client – Vimal - A subsidiary of WPP Group - Global revenues US$ 4.9 billion - Offices in India - New Delhi, Kolkata, Mumbai, Hyderabad
SWOT AnalysisSTRENGTHS WEAKNESSManpowerExperience Pricing StrategyGlobal Presence In MarketsBrand Equity Old School Concept Of AdvertisingRural MarketingCreativity
SWOT AnalysisOPPORTUNITIES THREATSUsing old clients Economic crisisBrand Image Tough competitionUntapped areas like web Changes in the taste &marketing preferences of clients.
How does Ogilvy differentiatethemselves from other agencies?Offering multiple services (advertising, brand identity, digitaland media search marketing, media relations, sustainability,and viral marketing)High quality standardsEmphasis on creativityDigital Capabilities
Factors for Success in IndiaHuman ResourcesFirst – Mover AdvantageIndia as a global sourcing baseIndia as back-office operations hubIndia as a source for managerial talent
Recommendations on Pain-PointsO&M should increase its operations for the global clientele.It should focus on Database Marketing and B2BCommunications and the other to do the ‘creative’ forinternational clients like Perfetti and CokeFocus on concept developmentO&M should increase the workforce engaged in databasemanagement and other back-office operations.
Case study on CadburyComplaint by customers about worms in dairymilk chocolates a month before diwaliSales dropped by 30% in just 10 weeksChallenge was to restore confidence in keyStakeholdersSet of media desk, leaflets and postersWith contact numbersNew purity sealed packaging testimonial Addon tv
Awards for o&mGold WinnersOgilvy IndiaVodafone "ZoozoosOgilvy DelhiCoca-Cola Sprite "Seedhi Baat, No BakwaasSilver WinnersVodafone "Zoozoos on your mobileOgilvy Hyderabad:Bajaj Pulsar