2. History
Founded in 1948 by David Ogilvy which became Ogilvy and Mather
Started with no clients and only a staff of two
To be a stand out company ,Ogilvy knew he needed to be a strong brand.
First two fundamental components: quality and diversity of the people, and
the quality and class of the operation.
Third Component: believe in the brands “Every advertisement is
part of the long-term investment in the personality of the brand”
Tried to make sure the core goal was to make advertising
that sells to build a brand.
3. Background of Ogilvy
Founded in 1948
497 offices in 125 countries
16,000 employees worldwide
Services 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!
4. Services Provided By Ogilvy
Ogilvy focuses on advertising, marketing, and public
relations.
•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
5. 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
6.
7.
8. SWOT Analysis
STRENGTHS WEAKNESS
Manpower
Experience Pricing Strategy
Global Presence In Markets
Brand Equity Old School Concept Of
Advertising
Rural Marketing
Creativity
9. SWOT Analysis
OPPORTUNITIES THREATS
Using old clients Economic crisis
Brand Image Tough competition
Untapped areas like web Changes in the taste &
marketing preferences of clients.
10. How does Ogilvy differentiate
themselves from other agencies?
Offering multiple services (advertising, brand identity, digital
and media search marketing, media relations, sustainability,
and viral marketing)
High quality standards
Emphasis on creativity
Digital Capabilities
11. Factors for Success in India
Human Resources
First – Mover Advantage
India as a global sourcing base
India as back-office operations hub
India as a source for managerial talent
12. Recommendations on Pain-Points
O&M should increase its operations for the global clientele.
It should focus on Database Marketing and B2B
Communications and the other to do the ‘creative’ for
international clients like Perfetti and Coke
Focus on concept development
O&M should increase the workforce engaged in database
management and other back-office operations.
13. Case study on Cadbury
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 of media desk, leaflets and posters
With contact numbers
New purity sealed packaging testimonial Add
on tv
14. Awards for o&m
Gold Winners
Ogilvy India
Vodafone "Zoozoos
Ogilvy Delhi
Coca-Cola Sprite "Seedhi Baat, No Bakwaas
Silver Winners
Vodafone "Zoozoos on your mobile
Ogilvy Hyderabad:Bajaj Pulsar
