O&M

Ogilvy & Mather

“Within every brand is a product,

but not every product is a brand.” — David Ogilvy

O&MHISTORY

• Incorporated in India in August 1928 under the name D J

Keymer & Co. Ltd.

• David Ogilvy launched Ogilvy Benson & Mather in New York

in 1948 with the financial backing of two British agencies:

Mather & Crowther and S.H. Benson.

• In 1965, Ogilvy, Benson & Mather merged with Mather &

Crowther to form a public company, Ogilvy & Mather

International.

• In 1971, Ogilvy & Mather bought out Benson, thereby

acquiring holdings in Asia Pacific under the Ogilvy,

Benson & Mather name. This included India.

• In 1989, The Ogilvy Group, became part of Martin

Sorrell's WPP Group PLC.

• Current CEO & Chairperson - Miles Young

OGILVY INDI

A

• Founded in 1928.

• 1st Advertising Agency in India.

• Exec Chairman & NCD- Piyush Pandey

• Created some of India's most successful brands like Asian

Paints, Cadbury, Fevicol, Perfetti, Hutch, Close Up etc.

MISSION & VISION

Mission: Educate... Enlighten... Energize...

Prime Responsibility : To encourage knowledge to be

created, shared, learnt, enhanced and organized for the

benefit of O&M and their clients.

ORGANIZATIONSTRUCTURE

O & MMr. Pratap Bose

CEO, India

Ogilvy Advertising(Mr. JC Giri)

Ogilvy PR(Mrs. Arijit Sengupta)

Ogilvy Activation(Mr. Sanjay Thapar)

Ogilvy One(Mr. Kaizad Pardiwala)

Ogilvy Interactive(Mr. Prasanth M)

Mr. Piyush Pandey

Executive Chairman & National Creative Director,

India

Mr. S N Rane

Co-Executive Chairman & COO, India

Ogilvy Activation(Mr. Samir Gupte)

Ogilvy Landscape(Mr. N Bhattacharyya)

Ogilvy Outreach(Mr. Anurag Gupta)

Ogilvy Live(Mr. Anurag Gupta)

Ogilvy Sign-scape(Mr. N Bhattacharyya)

MAJORCLIENTS

• Asian Paints• Cadbury• Pidilite• SBI Mutual Fund• Titan • Pantaloons• Tata Group• Hindustan Unilever Ltd • Hutchison Max Telecom

• Adidas (since 2007)• BP (since 1999)• Ford (since 1975)• Gillette (since 1962)• Kraft (since 1958)• Mattel (since 1959)• Nestle (since 1956)• Siemens (since 2008)• Vodafone (2009)

SERVICES

OFFERED

360 DEGREE BRANDINGEvery Point of Contact Builds a Brand.

“Once you define a brand as the relationship with the consumer, then everything that touches the consumer, everything that affects the relationship, everything that communicates the brand at every point of contact becomes important. This is what 360 Degree Branding is all about”

- Shelly Lazarus, Chairman, Ogilvy & Mather Worldwide

360 DEGREE BRANDING

The Ogilvy Butterfly

360 BRAND STEWARDSHIP BUTTERFLY

O&MSUBSIDIARIES

OGILVY ADVERTISING

• Building strong and enduring brands through, Television and

other modern modes of communication.

• Over the past 75 years, they have helped build some of the

most recognizable brands in the country: Cadbury Dairy

Milk, Fevicol, Asian Paints , Titan, Perfetti etc.

OGILVY PR • Established in 1985, Ogilvy Public Relations is

India's truly international public relations agency.• Some of their most enduring partnerships have been

with clients that include Cadbury, Kodak India Ltd., Prudential ICICI, SBI Life Insurance, UPS, IBM, and Nike among others.

CADBURY : WORM CASE• Complaint about infestation in two bars of Cadbury

Dairy Milk • Sales dropped by 30% in just 10 weeks, which was the

festival season.• Challenge : Restore confidence & build back credibility.• Ogilvy PR set up a media desk, this was supported by ads

and town hall meetings with posters.• New 'purity sealed' packaging, testimonial ad on TV• Won gold award at Effies 2004

OGILVY ACTIVATION

• Creating effective brand activation.

• "Activation Platforms" through which brand experiences

are created and delivered to all relevant consumer touch

points.

LIFEBUOY SWASTHYA CHETNA - AWAKENING TO ONE'S HEALTH

• Designed to bring about behavioral change in favor of

using soap amongst the rural and urban consumers.

• The key communication elements were education about

presence of germs, the threats germs pose to one's

health and thus position Lifebuoy- a germ kill soap, as

an affordable prevention tool.

• The campaign involved the entire rural community and made them upgrade their personal hygiene habits- bathing with soap, using soap regularly for washing hands before eating.

• The campaign touched 86 million rural consumers and registered :– 30% increase in their awareness of germs,

– 20% increase in understanding the association of germs with diseases

– Increase in current user base by 33%.

OGILVY LANDSCAPE

• Started in 1993

• Specializes in the field of outdoor advertising.

• Grown into the single largest outdoor specialist outfit in

the country, planning and buying for some of the

industry's biggest clients - HLL, Hutchison Telecom,

ICICI and Star TV to name a few.

Their services include:

• Strategic Outdoor Planning

• Hoardings

• Monitoring - Competitive Analysis

• Outdoor campaigns

OGILVY OUTREACH

• Set up in 1995

• Pioneers in rural communications in India.

• Enabling clients reach out to the “media dark“

markets.

• Ogilvy Outreach have won national and international

acclaims in rural communications.

Their journey so far.

• Reach extends across 1,50,000 villages and 4000

towns in 13 states with more than 50 brands.

• Tin plates and shop fronts in over 2 million shops

• Shop sign-ages in 100000 outlets in feeder towns

• Direct to consumer activities in 75000 villages

OGILVY OUTREACH

OGILVY LIVE

• Ogilvy Live a one-stop shop that caters to all ground

level brand communication needs of clients.

• Set up in 2001, across 21 cities in India, they service

leading brands such as Motorola, Citigroup, IBM,

Hutch, HLL, ICICI Bank and many more.

Their services include:

• Events & Promotions

• Exhibitions & Road shows

• Consumer education programs

• Seminars & Meets

• Consumer & Retail contact programs

• Mobile Marketing

• Sponsorship Management

OGILVY SIGNSCAPES • Set up in 2002.• Offers complete retail design solutions along with

execution and monitoring.• Ogilvy Signscapes, in a short span of time, has

successfully execute projects for a diverse range of clients such as Grasim, IBM, SBI life, Hutch, HSBC, Fed Ex, Hindustan Levers, Reid & Taylor, and many more.

Their products include:

• Shop front signages (including backlit & front lit)

• Innovative pole kiosks

• In-shop merchandising properties such as dispensers,

danglers, wall posters, one-way films and more.

OGILVYONE • OgilvyOne Worldwide is India's first and leading one-to-one

marketing firm.

• OgilvyOne offers integrated services across traditional and

interactive channels.

The services offered by OgilvyOne are:

• Customer Relationship Management

• Interactive Marketing

• Database Consulting, Design, Management

• Telemarketing

• Data Analytics

O&M AWARDS

• Agency of the Year – EFFIE, 2009

• Winner Of Asian Marketing Effectiveness Festival 2010

• Premier Ad Agency in the Brand Equity Reckoner, 2008

• Ranked among top 20 global agencies in Gunn Report ‘08

• Creative Agency of the Year - Abby Award, 2007

• Campaign India Digital Media Awards 2009

Best Viral Marketing - Zoozoos

Best Online Advertising - Guess who has a larger fan following

than Mickey Mouse? (Zoozoo)

• EFFIE Awards 2009

Vodafone - Vodafone “Zoozoos” (Intg Marketing Campaign)

Sprite – “Seedhi Baat. No Bakwaas” (Consumer Products)

Center fresh – “Keeps the Mouth Locked” (Consumer Products)

Bajaj Pulsar – “Pulsar Mania” (Consumer Durables)

Vodafone – “Happy to help” (Services)

BEFORE AFTE

R

Pepsodent

Before• The Shares were around 8-9% when the

‘dentist’ TVC was runningAfter O&M• Shares grew to 14-16% post the release of

the ‘dishoom-dishoom’, mother & child TVC

Ponds Cold Cream

Before• The Shares were hovering around 35-36%After O&M• Shares steadily grew from 38% in 2000 to

43.5% in 2003 post the release of the “Googly Woogly Woosh” TVC

Asian Paints

Before• The Share in the Paints industry was just

around 20%After O&M• “Badhiya Hai” TVC which incorporated

neighbor appreciation and emotion got the share upto 34%.

O&MADS

THANK YOU