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					    Ogilvy & Mather
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                                              Ogilvy & Mather Worldwide




          Type                             Subsidiary of WPP Group




          Industry                         Advertising, Marketing, Public Relations




          Founded                                   New York, New York


                                           (1948)




          Headquarters                     New York, New York, USA




          Subsidiaries                     OgilvyOne Worldwide


                                           OgilvyInteractive


                                           Ogilvy PR


                                           Ogilvy Healthworld


                                           OgilvyAction


                                           Neo@Ogilvy




          Website                          www.ogilvy.com




    Ogilvy & Mather is an international advertising, marketing, and public relations agency based in New York City and owned by the WPP Group. The

    company operates 497 offices in 125 countries around the world and employs approximately 16,000 professionals.


    The chairperson of Ogilvy is Rochelle B. (Shelly) Lazarus, who has held the position since 1996.[1]. She was also CEO until the end of 2008, when she

    was succeeded by Miles Young.

                      Contents

                         [hide]




                    1 History


      o                              1.1 Clients


                    2 Advertising


                    3 Digital


                    4 Public relations
                5 Controversies


                6 References


                7 External links

    [edit]History



    Ogilvy & Mather was founded in 1948 by David Ogilvy, as "Hewitt, Ogilvy, Benson & Mather." The company became a leading worldwide agency by

    the 1960s.[citation needed] Central to its growth was its strategy of building brands like American Express, BP, Ford, Barbie, Maxwell

    House, IBM, Kodak, Nestlé and Unilever brands Pond's & Dove. [3]


    Ogilvy & Mather was built on David Ogilvy's principles, in particular, that the function of advertising is to sell, and that successful advertising for any

    product is based on information about its consumer.


    His entry into the company of giants started with several iconic campaigns:


    "The man in the Hathaway shirt" with his aristocratic eye patch.


    "The man from Schweppes is here" introduced Commander Whitehead, the elegant bearded Brit, bringing Schweppes

    (and "Schweppervesence") to the U.S. "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"




    "Pablo Casals is coming home – to Puerto Rico". Ogilvy said this campaign, which helped change the image of a country, was his proudest

    achievement.


    One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the

    US.




    Ogilvy believed that the best way to get new clients was to do notable work for existing clients. Success of his early campaigns helped him to get big

    clients like Rolls-Royce and Shell. New clients followed, and the company grew quickly.


    In 1989 The Ogilvy Group was bought by WPP Group, a British holding company, for US$864 million in a hostile takeover made possible by the fact

    that the company group had made an IPO as the first company in marketing to do so.


    During the takeover procedures, Sir Martin Sorrell, the founder of WPP who already had a tarnished reputation in the advertising industry following a

    similar successful takeover of J Walter Thompson, was described by Ogilvy as an "odious little shit" and he promised to never work again.


    However, two events followed simultaneously: WPP became the largest marketing communications firm in the world, and David Ogilvy was named the

    company's non-executive chairman (a position he held for three years) and eventually became a fan of Sorrell. A letter of apology from Ogilvy still

    adorns Sorrell's office, which is said to be the only apology David Ogilvy has ever offered in any form during his adult life. Only a year after his

    derogatory comments about Sorrell, he was quoted as saying, 'When he tried to take over our company I would liked to have killed him. But it was not

    legal. I wish I had known him 40 years ago. I like him enormously now.'
[edit]Clients


                                                                                                      [2]
Ogilvy & Mather board has produced work for a wide range of leading brands (see client list below).


                                          This article does not cite any references or sources.
                                          Please help improve this article by adding citations to reliable sources. Unsourced material may
                                          be challenged and removed. (June 2009)


           Adidas (since 2007)[3]                                                                                       Kraft (since 1958)

           American Express (since 1962)[4][5]                                                                          Lenovo (since 2005)

           Amway (since 2009)[6]                                                                                        Mattel (since 1959)

           British Gas (since 2008)[7]                                                                                  Motorola (since 2000)

           BP (since 1999)                                                                                              Nestle (since 1956)

           Cisco (since 2002)                                                                                           NexCen Brands (since 2007)

           Coca-Cola Company (since 2001)[8]                                                                            SAP (since 1999)

           DHL (since 2002)                                                                                             Siemens (since 2008)

           DuPont (since 2003)                                                                                          Tobacco Institute (ended 1998)

           Ford (since 1975)                                                                                            Unilever (Parent Company)(since 1954)

           Gillette (since 1962)                                                                                        Vodafone (2009)

           GlaxoSmithKline (since 1983)

           IBM (since 1994)

           Kodak (since 1995)
[edit]Advertising



In 1972 Ogilvy & Mather, Sydney first developed the line 'Don't Leave Home Without It' as a means of educating Australians how to use the country's

first credit card. Three years later in 1975, the line was adapted by Ogilvy & Mather New York to "Don't Leave Home Without Them' ad campaign for

American Express Traveler's Cheques, featuring Oscar Award-winning actor Karl Malden. Malden was the public face of American Express Travelers

Cheques for twenty-five years, acting as television cop who advised travelers to carry the cheques. These ads ended with a call to action: "Don't let a

thief spoil your vacation. Get American Express Travelers Cheques. Don't leave home without them." The "Don't Leave Home Without It" slogan was

revived in 2005 for the prepaid American Express Travelers Cheque Card.


After Karl Malden's departure, American Express continued to feature celebrities. A typical ad, like one with Jerry Seinfeld navigating English comedy,

never mentioned the celebrity’s name, just showed it on his AmEx card. Recently, Ogilvy has been marketing the credit card with the “My Life, My

Card” campaign that features celebrities like Martin Scorsese [4], Robert DeNiro [5], Wes Anderson [6], and Ken Watanabe.


In 2007, Ogilvy Stockholm developed the "Animals in the Womb" campaign for Ford Flexifuel. The print and television advertisement featured

magnified CGI renditions of animal foetuses in development. The campaign was nominated for the Cannes Lion award and for the Guldägget award in

2008.
In 2009, Ogilvy launched the creative concept for the December UN Climate Change Conference in Copenhagen. The goal of the campaign is to

create a global coalition of climate supporters to help persuade leaders to make effective decisions for a more environmentally bright future. Utilizing

all advertising mediums, Ogilvy hopes to generate activism and support around the world. [9]

[edit]Digital



                   Wikinews has related

                   news:Dove ad viewed

                   more than 3 million

                   times on YouTube




Dove Evolution In 2006, Ogilvy Toronto released a new campaign for the Dove Campaign for Real Beauty entitled Evolution [7]. It has been viewed

by over twelve million people. A copywriter from Ogilvy Toronto, uploaded the advertisement to video sharing website YouTube. The video won the

Cyber Lion Grand Prix and the Film Grand Prix at the Cannes Lion Awards in 2007. The video's Cannes synopsis reads: "We created a film that

exposed the manipulation of the female image in the media. The objective was to encourage discussion around the subject of real beauty and lead

people to the Campaign for Real Beauty website." [10]


Motorola, 2006 Motorola, 2006 When Motorola launched a new line of youth-oriented mobile phones in China, Ogilvy didn't focus on ads for TV,

newspapers or magazines. Instead, it hired a pair of Chinese college students, dubbed the Back Dorm Boyz [8], to post home videos of themselves lip

synching to pop songs on the web. The students became celebrities, and the campaign sparked a craze for online do-it-yourself lip-synching videos

among Chinese youth. It also attracted young buyers to the new Motorola phones, and sales increased 270%. A related lip-synching and song re-

mixing competition had 14 million page views in the first month, with traffic at one point crashing the site. Visitors cast more than 1.3 million votes to

determine the winner of the contest [9]. The campaign also received Gold at the Asian Marketing Effectiveness Awards.


Which Side Are You On? (Lenovo, 2005) Which Side Are You On? (Lenovo, 2005) To support the launch of Lenovo's first-ever

widescreen ThinkPad notebook, Ogilvy developed the "Which Side Are You On?" global viral campaign. This website asked people to vote for the

classic matte black finish or the newly-launched titanium finish of the notebooks. The campaign has been discussed on nearly 140 blogs worldwide

and the website has been viewed by people in 129 countries. 'Persuadatron' aided participants' engagement on the site, enabling users to send

customized spoken messages to sway the votes of their friends.


In 2004 the OgilvyOne division launched a digital summit called Verge.[11]. This has become a major agency-led forum for clients and industry experts

to discuss the challenges and possibilities of digital marketing. The agency has taken the conference to over 20 of the world's leading markets. [12] In

documents made available to the public through the tobacco industry's 1998 Master Settlement Agreement, Ogilvy and Mather played a key role in

promoting the image of the Tobacco Institute.

[edit]Public    relations

There are Ogilvy PR offices in nine cities in the United States — Atlanta, Chicago, Denver, Los Angeles, Miami, New York, Sacramento, San

Francisco and Washington, DC. The company owns three subsidiary agencies: Ogilvy Government Relations in Washington, DC; Feinstein Kean

Healthcare, in Cambridge, MA, and San Francisco, CA, specializing in biotechnology, pharmaceuticals and molecular medicine; and B/W/R, an

agency specializing in entertainment with offices in Beverly Hills, CA and New York, NY.
Ogilvy PR had 67 offices throughout the world and 22 offices in Europe, along with six in India, nine in East Asia, 10 in the Middle East and Africa, six

in Latin America and six in the Pacific/Australia region. The 2007 Agency Business Report in PRWeek said, “Ogilvy is an agency truly known for its

genuine and broad global reach. . . . Ogilvy PR is one of the few agencies that has a meaningful presence in every global region.”[citation needed]

[edit]Controversies



Ogilvy caused some controversy in 2004 when a (reportedly) discarded video advertisement for the Ford SportKa hatchback began spreading virally

via email. The 40-second video, which shows a lifelike computer-generated cat being decapitated by the car's sunroof was (apparently) rejected by

Ford, but still 'managed' to make its way onto the internet, sparking outrage among bloggers and animal rights groups.[13][14]


Ogilvy have also been involved with the notorious Asia Pulp & Paper, a large logging company that has been convicted of illegal logging in three

countries, and has recently built roads illegally into the last remaining habitats of the critically endangered Sumatran Tiger, but spent large sums on

global advertising campaigns claiming 'sustainability beyond compliance'.[15]


In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to defraud the

government and nine counts of filing false claims for Ogilvy overbilling advertising work done for the US Office of National Drug Control

Policy account. In an email, Seifert stated "I'll wring the money out of [the ONDCP], I promise". Seifert and Early were sentenced to 18 and 14 months

in prison, respectively. Seifert was also ordered to pay a $125,000 fine, in addition to writing a "code of ethics" for the ad industry as part of 400 hours

of community service. Ogilvy & Mather repaid $1.8 million to the government to settle a civil suit based on the same billing issues and continues to

produce anti-drug spots for the government.[16][17][18][19]


The company was involved with a controversy in May 2009 when a Clio Award was given to a campaign for A&E's History Channel. One of the

associated images compared the American deaths at Pearl Harbor with the Japanese deaths after the bombing of Hiroshima.[20]

[edit]References




       1.    ^ http://www.economist.com/people/displaystory.cfm?story_id=8736367

       2.    ^ Ogilvy & Mather | The Work.

       3.    ^ Ogilvy and Mather | Adidas with Ogilvy.

       4.    ^ THE MEDIA BUSINESS: ADVERTISING; American Express Demotes Ogilvy

       5.    ^ Polish Mobile Network Operator, Play, Experiences Mobile Advertising Campaigns Powered by Mobixell's Ad-It(TM) Mobile Advertising

              Solution - About OgilvyOne

       6.    ^ Ogilvy’s New business Streak in Malaysia Now Lands Amway!

       7.    ^ OgilvyOne scoops British Gas Business task

       8.    ^ Coke consolidates with Ogilvy.

       9.    ^ http://www.ogilvy.com/News/Press-Releases/June-2009-UN-and-Marketing-Industry-Launch-Hopenhagen.aspx

       10.   ^ Canneslions Live 2007

       11.   ^ http://verge.ogilvy.com/Verge

       12.   ^ http://verge.ogilvy.com
       13.   ^ [1]

       14.   ^ [2]

       15.   ^ FT.com / Home UK / UK - The usefulness of scholarships and tigers

       16.   ^ McMains, Andrew (January 21, 2009). "Ogilvy Names John Seifert N.A. Chairman The appointment means new roles for execs Bill

             Gray and Carla Hendra". AdWeek. Retrieved 2009-06-30.

       17.   ^ Masters, Brooke A. (January 7, 2004). "Prosecutors Say Bills Were Inflated For Anti-Drug Ads". Washington Post. Retrieved 2009-06-

             30.

       18.   ^ Zammit, Deanna (September 1, 2005). "Seifert Submits 'Code of Ethics'". Allbusiness.com. Retrieved 2009-06-30.

       19.   ^ "Former Ogilvy executive Early sentenced to 14 months for role in overbilling scandal". Brand Republic. 14 July 2005. Retrieved 2009-

             06-30.

       20.   ^ http://www.redstate.com/absentee/files/2009/05/historyjapan-1.jpg


Obituary of David Ogilvy in The New York Times


Profile of Shelly Lazarus in The Economist

[edit]External       links


            Ogilvy & Mather

            OgilvyOne Worldwide

            Ogilvy Public Relations

            Ogilvy and Mather UK

            OgilvyAction

            OgilvyHealthworld

            Ogilvy Middle East

            Ogilvy Costa Rica

            Era Ogilvy Public Relations (Joint-Venture PR in Hong Kong and Taiwan)

				
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