ogilvy-india

1. Overview of the Advertising Industry
 Worldwide Market of $431 billion
 Growth Potential of 6.7%
 15000 Crores Advertisement Industry in India
 Scaling up of Operations
 Effect of recession on advertising
 Reverse Brain-Drain
 Upcoming Fields include RM and Online advertising

2. Break-up Of Advertising Sector
42%
48%
1%
6%
2% 1%
Revenuein 2007(%)
Televison
Print
Cinema
Outdoor
Radio
Internet

3. At 60 miles an hour the loudest noise in this new
Rolls-Royce comes from the electric clock

4. Dove is one-quarter moisturizing cream

5. About David Ogilvy
You cannot bore people into buying
your product. You can only interest them
in buying it.
Encourage innovation. Change is our
lifeblood. Stagnation our death knell.
In the modern world of business it is
useless to be creative unless you can sell
what you create
To be valued by those who most value
brands

6. His Philosophy
Philosophy
Research
Professional
discipline
Creative
brilliance
Results for
clients

7. Introduction of the Company
 Inception
– Incorporated in India in August 1928 under the name of DJ Keymer
& Co. Ltd
– Ogilvy & Mather was launched in New York in 1948
 Global Scenario
– Subsidiary of WPP Group plc
– Current CEO & Chairperson-Miles Young
– 11th Top agency in the World

8. Global Offices

9. Contd...
 Indian Scenario
– 1st Advertising agency in India
– Exec Chairman & NCD- Piyush Pandey
– Growth rate of 23% in 2007
– Local perspective in accordance with Indian Culture

10. Mumbai
Hyderabad
Chennai
Bengaluru
Kolkata
New Delhi
Indian Offices

11. Contd..
 O & M Subsidiaries
– Ogilvy & Mather Advertising
– Ogilvy One Worldwide
– Ogilvy PR
– Ogilvy Action
– Meridian Communications
– Neo
 Awards and Achievements
– Creative Agency of the Year 2007- Abby Award
– Premier Ad Agency in the Brand Equity Reckoner, 2008
– Ranked among top 20 global agencies in Gunn Report 2008

12. Competitors
JWT
LINTAS
McCANN-ERICKSON
MUDRA
LEO- BURNETT

13. JWT
 Founded in 1864
 Revenues of 1.2$ billion
 More than 200 offices in 90 countries
 Major clients include Nestle, HSBC, Ford, Unilever

14. Mudra
 Started in 1980 with one client- Vimal
 More than 125 clients nationwide
 Turnover exceeding Rs.10 billion
 Mudra Groups
– Mudra Max
– Mudra Marketing Services
 New Brand Strategy Consulting firm: Water Consulting

15. Current Strategies
 360 Degree Brand Stewardship
Process:
– Information Gathering
– Brand Audit
– Brand Print
– Brand Stewards

17. ` Contd…
 Customer Ownership
– GAP analysis
– Developing Bonds
 3 fold approach for Signages
– Develop a memory for a location
– Reinforcement & Brand Recall
– Attract new advertisers
 Rural Marketing

18. Contd…
 Effect of Recession
– Clients are more cost-conscious
– Provide better value to clients
– More emphasis on unconventional modes of advertising
– Training and conditioning mindset to cope up with the change
– ‘Ironical Situation’

19. Case Study- Lifebuoy Swastha Chetna
 A rural health and hygiene initiative
 Multi-phased activity working towards
effecting behavioural change
 To spread awareness about germs and
importance of proper ‘health and
hygiene’ practices
 On-ground activation centred around
Gurudwaras

20. Case Study-Lifebuoy Swastha Chetna
 Subtle Lifebuoy product
messages were carried on shoe
receipts
 Stickers placed above sinks and
on soap dishes
 Special permission was sought
from the Granthis
 156 Gurudwaras covered in 138
towns

21. Case Study-Cadbury Worms
 Complaint by customers about worms in
Dairy Milk Chocolates a month before
Diwali
 Sales dropped by 30% in just 10 weeks
 Challenge was to restore confidence in
key stakeholders
 Set up of media desk, leaflets and posters
with contact numbers
 New 'purity sealed' packaging, testimonial
ad on TV
 Won gold award at Effies 2004

22. Campaigns

23. Client’s Opinions
 Perfect Understanding of the Brand
 Successful Campaigns
 Top Class Service
 No major grievances
 Need to Reinvent 360 degree Brand Stewardship

24. SWOT Analysis
STRENGTHS
– Brand Equity
– Unique style of advertising
– Rural Marketing
– Creativity
– Integrated solutions provider
WEAKNESSES
– Old School Concept of
Advertising
– Premium charged is very
high

25. SWOT Analysis
OPPORTUNITIES
– High Growth Potential in
previously overlooked areas
– Untapped areas like web
marketing
– New horizons like political
marketing
THREATS
– Economic Crisis
– Tough Competition

26. Proposed Strategies
 Create an Interactive portal
 Revamp the 360 Brand Stewardship
 Create a SBU to tap into Financial Marketing

27. Contd…
 Diversify the Portfolio
– Advertise Political Campaigns
– Venture into Event Management
– Pitch for IT companies
 Handle makeover campaigns for clients
 Hunt for Creative Talent

28. Contd…
 Establish Concept Stores for Cadbury
 Venture into Film Promotions, media campaigns
 ‘Venture Advertising’

29. THANK YOU