Ogilvy Final Ppt

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Ogilvy & Mather

Transcript of Ogilvy Final Ppt

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Ogilvy & Mather

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Group III: 

Bansri Shah 15Niharika Sharma 35Nitin Jaisinghani 37Sohil Icewala 52Priya Singhal 59Ushma Vaidya 60

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Overview of Advertising industryOverview of Advertising industry

• World wide market of $421 billion

• Growth potential of 6.7 percent

• 15000 crores advertising industry in India

• Effects of recession on advertising

• Reverse brain drain

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Break-up of Advertising Sector

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• Ogilvy & Mather is an international Advertising, Marketing and Public Relations agency based in Manhattan and owned by the WPP Group.

• The company operates 497 offices in 125 countries with 16000 Employees.

Introduction

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Mission and Vision

Mission : Educate... Enlighten... Energize...They Endeavour to Help understand the environment the client is operating in.

Prime responsibility : to encourage knowledge to be created, shared, learnt, enhanced and organized for the benefit of O&M and their clients.

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•It Was founded in New York in year 1948 by David Ogilvy

•It became a Leading Worldwide Ad agency in the Year 1960

•In 1989 The Ogilvy Group was purchased by WPP Group.

•The chair is Rochelle B. Lazarus, who has held the position

since 1996. She also was CEO until the end of 2008, when

she was succeeded by Miles Young.

Information

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About David Ogilvy

• You cannot bore people into buying your own product. You can only interest them into buying it

• 6 Principles Of Advertising by David Ogilvy

1. Don’t Sell Entertain

2. Reflect Real Life

3. Take the product Of the Pedestral

4. Be Funny

5. Be Simple

6. Be Different

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Ogilvy & Mather board has produced work for a wide range of leading brands, including:

•Adidas (since 2007)

•American Express (since 1962)

•Lenovo (since 2005)

•Motorola (since 2000)

•Nestle (since 1956)

•Vodafone (2009)

•Gillette (since 1962)

•Ford (since 1975)

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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

• They have helped create some of India's most successful brands like Asian Paints, Cadbury, Fevicol, Perfetti, Hutch, Close Up

• Capability to balance global and local brands

• Ogilvy & Mather is acknowledged as the leading communications agency in India

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Network of O & M• They are part of Ogilvy & Mather Worldwide, one of

the largest marketing communication networks in the world.

• They combine local know-how with a worldwide network, to leverage the brands of our multinational clients.

• Ogilvy is a part of the WPP group, one of the world's leading communications services groups and leading advertising conglomerate.

• Clients of WPP group includes companies like Ford, IBM, Eastman Kodak, American Express, Kellogg, etc

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Mumbai

Delhi

Hyderabad

Kolkata

Bengaluru

Chennai

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Mr. Piyush Pandey

Executive Chairman & National Creative Director, India

O & MMumbai

Mr. Pratap BoseCEO, India

Mr. S N Rane

Co-executive Chairman & COO, India

Ogilvy Advertising(Mr. JC Giri)

Ogilvy PR(Mrs. Meenakshi

Bhalia)

Ogilvy Activation(Mr. Samir Gupte)

Ogilvy One(Mrs. Renuka

Jaypal)

Ogilvy Interactive(Mr. Prasanth M)

ORGANIZATION STRUCTURE

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O & M Subsidiaries

-Ogilvy & Mather Advertising-Ogily One Worldwide-Ogilvy PR-Ogilvy Action-Ogilvy Communications-Neo

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CAMPAIGNS

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Awards & Achivements

• 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

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Competiters

•JWT

•LINTAS

•McCANN-ERICKSON

•MUDRA

•LEO-BURNETT

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Interview with Mr. John Goodman CEO (India Interview with Mr. John Goodman CEO (India

& South Asia), Ogilvy & Mather& South Asia), Ogilvy & Mather

Mr. John Goodman

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What are the important markets for O&M in What are the important markets for O&M in

Asia?Asia?

• The growth has been driven by the Five jewels – Indonesia, India, Australia, Japan and China.

• O&M India is the fifth largest contributor to the global revenues.

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Which clients and categories have been Which clients and categories have been

responsible for O&M's growth? responsible for O&M's growth?

• Nearly 80 per cent of O&M business now comes from local (non-global) clients.

• Our local clients have grown faster than the global clients.• Our largest clients are Hindustan Lever and Hutchison.• In our top 10 list we have representative clients from white

goods sectors (Onida), Insurance and Mutual Funds, services, Paints amongst others.

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So, when is O&M going to surpass the top So, when is O&M going to surpass the top

agencies in terms of billings?agencies in terms of billings?

• Currently, we are the best in the country; best in Asia Pacific and best in the world as far as the O&M network is concerned

• At O&M, our task is very clearly defined! Our growth rate must be twice that of the industry.

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Over the years, O&M has won many awards. Over the years, O&M has won many awards.

How important are awards? How important are awards?

• It is nice to get recognition from the industry peers because it motivates the younger members of the team.

• It also enhances the reputation and ranking.• At O&M, we have won awards for big brands which have

benefited and grown – • Centre Fresh (Perfetti), Fevicol, Amaron, Asian Paints, Tata

Safari and Cadburys.

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Ogilvy PROgilvy PR

• Established in 1985, Ogilvy Public Relations is India's truly international public relations agency.

• The true point of difference is the people and passion for excellence in client services.

• Some of their most enduring partnerships have been with clients that include Cadbury, Kodak India Ltd., Prudential ICICI AMC, SBI Life Insurance, UPS, IBM, and Nike among others.

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Cadbury worm caseCadbury worm case• A complaint about infestation in

two bars of Cadbury Dairy Milk caused sales to drop by 30% in just 10 weeks

• The challenge was to restore confidence in the key stakeholders and build back credibility for the corporate brand

• The contamination was storage, not manufacture-related.

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Cadbury worm caseCadbury worm case• Ogilvy PR set up a media desk

• Cadbury unveiled new 'purity sealed' packaging

• The Cadbury Crisis Management programme won Ogilvy PR a gold at the Effie's

• Ad on TV, 'Sincerity',' fronted by the Indian movie legend, Amitabh Bachchan.

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And the Recent Popular Ad Campaign

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ZOOZOO CAMPAIGNZOOZOO CAMPAIGN

• The white creatures known as zoozoo's are featured in Vodafone's zoozoo commercials

• Taken the lead against brands like Nike, Frito lay, Coco-cola.

• First Indian ad campaign to make it to the international charts with 1.45 million views.

• Have helped Vodafone to leap to a 12 percent market share and India’s leading commercial brand.

• Also have one of the largest fan-base on Facebook

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BEFORE AND BEFORE AND AFTERAFTER

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PEPSODENTPEPSODENT

BeforeThe Shares were around 8-9% when the ‘dentist’ TVC was running

After O & MShares grew to 14-16% post the release of the ‘dishoom-dishoom’, mother & child TVC

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PONDSPONDS

BeforeThe Shares were hovering around 35-36%

After O & MShares steadily grew from 38% in 2000 to 43.5% in 2003 post the release of the “googly woogly woosh” TVC

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ASIAN PAINTSASIAN PAINTS

BeforeThe Share in the Paints industry was just around 20%

After O & M“Badhiya Hai” TVC which incorporated neighbour appreciation and emotion got the share upto 34%.

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Proposed StrategyProposed Strategy

• Create an interactive portal• Create a SBU to tap into financial marketing• Diversify the portfolio• Handle makeover campaigns for clients• Establish concept stores for cadbury

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Some Popular Ad Campagins

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FEVICOLFEVICOL

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PONDSPONDS

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THANK YOUTHANK YOU