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INTRODUCTION

Advertising is a form of communication that typically attempts to persuade potential


customers to purchase or to consume more of a particular brand of product or service.
Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries.
Many advertisements are designed to generate increased consumption of those
products and services through the creation and reinvention of the "brand image". For
these purposes, advertisements sometimes embed their persuasive message with
factual information. Every major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the Internet, carrier
bags and billboards. Advertising is often placed by an advertising agency on behalf of
a company or other organization.
Organizations that frequently spend large sums of money on advertising that sells
what is not, strictly speaking, a product or service include political parties, interest
groups, religious organizations, and military recruiters. Non-profit organizations are
not typical advertising clients, and may rely on free modes of persuasion, such as
public service announcements.
Advertising is a big business in this era in India. Indian Advertising industry has
witnessed a prominent globalization. With the inception of various divisions, the
advertising industry has undergone a sea change. Indian consumer's deepening pocket
and blooming markets for ad-spends have touched new heights in India. The Indian
Advertising Companies are creating stories and brand experiences in a way that
engages and involves.

INDUSTRY OVERVIEW

According the Advertising Age's 2008 Agency Report, the world's six largest
advertising agencies accounted for over 55 percent of $47.68 billion spent on
advertising worldwide in 2007.
Advertising agencies are primarily responsible for two functions. The first is the
production of advertising materials in the form of written copy, art, graphics, audio,
and video. The second is the strategic placement of the finished creative product in
various media outlets, such as periodicals, newspapers, radio, and television.
Advertising agencies can be found throughout the world, with the greatest percentage
located in large cities. Although the larger agencies are more frequently mentioned in
the media and in trade publications, the industry is actually predominately comprised
of smaller agencies, many with only one or two principals. Industry observers credit
lower overhead, diversified services, willingness to accommodate change, and an
entrepreneurial attitude for the success of smaller, boutique agencies.
As many clients have begun to focus on a variety of forms of marketing
communications, advertising agencies have had to look beyond conventional media-
based advertising. Advertising budgets reflect this shift, with additional dollars being
earmarked for point- of-sale promotions, public relations, and a major entry into the
media mix—the Internet.

Changing demographics and a savvy consumer were the driving forces behind these
alternative forms of marketing communications.
Some industry leaders have projected that advertising agencies will need to augment
their primary line of work and change their longstanding compensation system based
on commissions. Realizing the need for "integrated marketing services," many
agencies have responded by offering public relations, direct mail, promotional, and
Internet services.

TOP ADVERTISING COMPANIES OF INDIA:

Ogilvy and Mather:

This is one of the leading advertising company in India. This organization believes
that devotion to the brand defines the profile of their company. This company has
offices across the globe. The objective of the company is to build brands. I t is a
subsidiary of WPP Group plc. The headquarter of the company is in New York.

J Walter Thompson India:

One of the most popular companies in the advertising industry is J Walter Thompson
India. Their objective is to make advertising a part of the life of the consumers. This is
also world's best advertising brand with about 200 offices in 90 countries. This
company is the first one to introduce pioneer careers in ad for women, sex-appeal ads
and also produced the first ever sponsored -TV program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising companies of India. This advertising


organization was founded in the year 1980 at Mumbai. Recently the Ad Company
declared the addition of public relations, rural marketing, events etc. The head office
of the company is in Bombay Area.

FCB-Ulka Advertising Ltd:

One of the best companies in India in the advertising arena is FCB-Ulka Advertising
Ltd. In the US, this advertising company ranks third and tenth in the world having
about 188 offices in 102 countries. Their aim is to reflect the needs of the brand and
not the personality of the brand. It has about 500 professionals and no prima donnas.

Rediffusion-DY&R:

This Advertising Company of India has made a benchmark in the field of creativity.
India's 5th largest advertising company is Re-diffusion. This advertising agency offers
a wide array of integrated pr services for external and internal communications. The
primary strength of the company lies in the media relations.

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is McCann-
Erickson India Ltd. They define work in relation to the impact that advertising has on
the lives of masses. The testimony of the company in which it firmly believes is the
campaign of Coca -cola-'Thanda Matlab Coca Cola'.

RK Swamy/BBDO Advertising Ltd:

It maintained the record of remaining consistently among the top ten advertising
agencies in India. Established in 1973,this advertising reached great heights. This is
also India's No.1 research company in the market sector and is fully run by Indians.
Brand Equity is an integral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is Grey Worldwide (I)
Pvt. Ltd. The company is primarily based in Mumbai and has offices in Kolkata,
Ahmadabad, Bangalore and New Delhi. It is a subsidiary of Grey Worldwide. The
company specializes in advertising and marketing services.

Leo Burnett India Pvt. Ltd:

It has a significant presence in about 96 offices in 10 countries. This advertising


agency was awarded the 'Worldwide Agency of the Year' in 2004.They are proficient
in explaining how a single image is worth thousand words and can break the barriers
of language but not at the cost of the ad's emotional power.

Contract Advertising India Ltd:

This advertising company of India is one of the leading advertising agencies in India.
It is one-to-one customer lifecycle management advertising agency. It was founded in
1992 and is situated in Mumbai. It offers a wide range of services like online
marketing and strategy and many others.

About the Company

It 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
approximately 16,000 employees. The agency services Fortune Global 500
companies including American Express, BAT, BP, Cisco, Coke, DuPont, Ford,
Gillette, IBM, Johnson & Johnson, Kodak, Kraft, Lenovo, Mattel, Motorola,
Nestle, SAP, Unilever, and Yahoo!

History

Ogilvy & Mather was founded in 1948 by David Ogilvy, as "Hewitt, Ogilvy, Benson, &
Mather" in Manhattan. The company became a leading worldwide agency by the 1960s.
Central to its growth was its strategy of building brands such as American Express, BP, Ford,
Barbie, Maxwell House, IBM, Kodak, Nestlé, and Unilever brands Pond's and Dove.
Ogilvy & Mather was built on 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"; and "Pablo Casals is coming home to Puerto Rico", a
campaign that Ogilvy said helped change the image of a country and was his proudest
achievement.
1One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This
campaign helped Dove become the top selling soap in the U.S.
In 1989 The Ogilvy Group was purchased by WPP Group.

Ogilvy & Mather has six divisions: OgilvyInteractive (interactive; under OgilvyOne),
Neo@Ogilvy (digital and direct media; under OgilvyOne), Ogilvy PR (public relations),
Ogilvy Healthworld (health care communications and marketing), and OgilvyAction
(analytics and experiential marketing).

Company Executive Team

1. Miles Young: CEO Ogilvy & Mather worldwide


2. Brian Fetherstonhaug: Chairman & Chief Executive Officer OgilvyOne Worldwide
3. Tham Khai Meng: Worldwide Creative Director & Chairman, WW Creative Council
4. Chris Graves: Global CEO Ogilvy Public Relations Worldwide
5 Shelly Lazarus: Chairman O&M worldwide
6. Nasreen Madhany: Global CEO Neo Oglivy
7. John Seifert: Chairman O&M North America
8. Carla Hendra: Chairman, Global Strategy and Innovation Practice
9. Tim Isaac: Chairman O&M Asia Pacific
10. Marcos Golfari: Regional Director O&M Latina
11. Daniel Sicouri: Chairman O&M Europe, Africa & Middle East
12. Colin Mitchell: Worldwide planning Director O&M worldwide
13. Eugene Cheong: Regional Creative Director O&M Asia Pacific
14. Gaston Bigio: Regional Creative Director O&M Latina
15. Gustavo Martinez: CFO O&M Latina
16. Sergio Amado: President Ogilvy group Brazil
17. John Shaw : Worldwide Planning Director O&M worldwide
18. Steve Goldstein: CFO O&M worldwide
19. Luis Bassat: Worldwide Planning Director O&M worldwide
20. Steve Hayden: Vice Chairman O&M worldwide
21. Marcia Silverman: Global CEO Ogilvy Public Relations Worldwide
22. TB Song: Chairman O&M Greater China
23. Paul Health: CEO O&M Asia Pacific
24. Tony Grigg: Worldwide MD, GBM Ford Group O&M
25. Paul O¶Donnell: Chairman Ogilvy group UK
26. Tro Piliguian: Chief Operating Officer WPP
27. Piyush Pandey: Executive Chairman and Creative Director, South Asia O&M India
28. Wayne Berman: Vice Chairman Ogilvy Govt Relations

Services offered

1. Advertising
2. Brand Identity
3. Branded Entertainment
4. Causes Related Marketing
5. Creative Design 6. Customer Analytics
7. Crisis and Issue Management
8. CRM
9. Direct Marketing
10. Digital Marketing
11. Digital Production
12. Digital Media & Search Marketing
13. Experiential Marketing
14. Healthcare advertising
15. Internam/Employee Communications
16. Loyalty Marketing
17. Mobile Marketing
18. Media Relations
19. Public Relations
20. Public Affairs
21. Promotional Marketing
22. Relationship Marketing
23. Retail Design
24. Shopper Marketing
25. Social Media & Marketing
26. Sales Acceleration
27. Sales Promotion
28. Strategic Planning
29. Trade Marketing
30. Viral Marketing

Awards/ Recognition

1. Goa Adfest Abbys 2009 was dominated by Ogilvy & Mather (O&M), which regained
its number one position from Leo Burnett and swept the Awards with wins of 50 Creative
Abbys consisting of eight gold, 17 silver and 25 bronze Abbys. JWT India maintained its
second position for the second year in a row, bagging 24 Abbys, including the only Grand
Prix awarded this year and 5 Gold, 5 Silver and 13 Bronze metals. O&M’s Vodafone won 30
metals.
2. Ogilvy & Mather was judged the top performer at Goafest 2010 Creative Abbys, with
the agency ending the day with an impressive haul of 43 metals comprising one Grand Prix;
three Golds; nine silvers and 30 Bronzes.
3. In a repeat of its achievement in 2008, Ogilvy & Mather-Kolkata has won a bronze
Promo Lion for its entry titled μMeltdown' at Cannes Advertising Festival 2010, the Oscar of
international advertising, according to a company release. The campaign was on behalf of All
India Council for Mass Education & Development to create awareness among school children
about the perils of global warming.
4. In the Outdoor Advertising Awards (OAA) 2009 Ogilvy and Mather (O&M) topped the list
with 18 awards
5. In the London International Awards 2 Ogilvy agencies heads the finalist list for Asia. O&M
Bangkok has most finalist with 9 and O&M Mumbai has 8.
6. NEW YORK, June 29, 2010 ± Ogilvy & Mather had an extensive presence at the 34th
AnnualCannesLionInternationalAdvertisingFestival. Winning57medals:3Gold, 18 Silver and
36 Bronze, which makes Ogilvy the lead Agency within the WPP network.
7. The World Cup theme song, Waka Waka: This Time For Africa, sung by international
singing and dancing sensation Shakira ± was developed by Ogilvy & Mather Executive
Creative Director Antonio Navas in collaboration with the singer is the biggest you tube hit
ever.
8. O&M Taiwan wins Yellow Pencil for Wego Love Motel at D&AD Awards 2010.
9. Ogilvy and Mather (O&M) was declared Agency of the Year at Advertising Club
Bombay’s Effies 2009 awards last evening
10. MUMBAI, May 27, 2009 ± Vodafone Zoozoos have taken India by storm over the last
month. Now they are steadily rising in international charts as well. The U.S. edition
ofAdvertising Age, which tracks the top viral video ad campaigns of the world by number of
views, has the Vodafone Zoozoo campaign right at the top. It's ahead of such brands as Nike,
Frito- Lay, Coca-Cola and T-Mobile.

Recent News / M&A

1. GUANGZHOU, 7 JULY 2010 ± Following a competitive pitch against two other 4A


agencies, Ogilvy & Mather Guangzhou was awarded the integrated branding communications
assignment for Guangzhou¶s Leatop Plaza ± a new Grade A office property designed for the
world¶s top companies and slated to open in mid-2011. O&M¶S scope of marketing services
will include overall brand strategy development and promotion planning, public relations and
visual identity design.
2. June 30, 2010 ± Ogilvy & Mather today announced a first-time technology experience
that educates consumers about how their cities can be smarter. In an eight by twelve foot
interactive display, people can experience the transformations that IBM brings to key systems
in our cities such as transportation, energy & utilities, public safety, healthcare, education and
economic development.
3. NEW YORK, June 24, 2010 ± Ogilvy Healthworld and CommonHealth, two of WPP's
premier healthcare marketing networks, today announced the formation of Ogilvy
CommonHealth Worldwide. The new entity, a combination of Ogilvy Healthworld and
CommonHealth, becomes the single most innovative, resourceful ± and largest ± healthcare
communications network in the world, with over 1,100 employees in 64 offices across 33
countries.
4. NEW YORK, NY, June 21, 2010 ± Ogilvy & Mather has announced the addition of
three new leaders to the company¶s global Board of Directors. Joining the Board are Wayne
Berman, Chairman Ogilvy Government Relations; Christopher Graves, Global
5
CEO Ogilvy Public Relations; and Tony Grigg, Worldwide Managing Director, Global Brand
Management Ford Group.
5. In 2007, Ogilvy Stockholm developed the "Animals in the Womb" campaign for Ford
Flexifuel, which was nominated for the Cannes Lion Award and for the Guldagget Award in
2008
6. Ogilvy & Mather North America, a unit of WPP (NASDAQ: WPPGY), in 2002
acquired BEN Marketing Group, with billings of $60 million.
7. June 24, 2010 - Ogilvy Healthworld and CommonHealth, two of WPP's premier
healthcare marketing networks, today announced the formation of Ogilvy CommonHealth
Worldwide. The new entity, a combination of Ogilvy Healthworld and CommonHealth,
becomes the single most innovative, resourceful 2 and largest 2 healthcare communications
network in the world, with over 1,100 employees in 64 offices across 33 countries.

Financial Information

Revenue:
2008-09: 882,174,000
2009-10: 970,746,000
Oglivy India is a subsidiary of WPP Group. Global revenues US$ 4.9 billion.

OGILVY & MATHER INDIA


reg. Address

Level – 06, Fifth Floor, Bagmane Laurel 65/2, Bagmane Tech Park, C.V
Raman Nagar, Byrasandra, Bangalore – 560093
OVERVIEW

Founded in 1928, it was the first advertising agency in India. 81 years hence, it
continues to relentlessly pursue the passion for building and nurturing, enduring
brands. Over the years it have helped create some of India's most successful brands
like Asian Paints, Cadbury, Fevicol among them, and in recent times- Perfetti, Hutch,
Close Up and many more.
A power brand in itself, Ogilvy & Mather is acknowledged as the leading
communications agency in the country today. Its defining quality is the firm belief in
the value of brands and the important role they play in consumers' lives. The business
of building brands is conducted through a proprietary way of thinking and working;
what is called 360 Degree Brand Stewardship.
As pioneers of integrated communication initiatives in the country, Ogilvy
consistently deliver on its overall promise of 360 Degree Stewardship through their
business units that encompass Ogilvy & Mather Advertising, Ogilvy One, Ogilvy
Activation and Ogilvy
Public Relations. One hallmark of Ogilvy's brand-building capability is the balance of
global and local brands. Its local clients keep it in tune with local market nuances,
which is integral to the success of their multinational accounts.

Network

O&M Bangalore is part of Ogilvy & Mather Worldwide, one of the largest marketing
communication networks in the world. The network services more Fortune Global
500 companies in five or more countries than any other agency.
As Brand Stewards, the company combines local know-how with a worldwide
network, to leverage the brands of its multinational clients. It creates powerful
campaigns that address local market needs while reinforcing the same universal brand
identity.
Ogilvy is a part of the WPP group, one of the world's leading communications
services groups. Major brands include J. Walter Thompson, Ogilvy & Mather, Young
& Rubicam, MindShare, Mediaedge:cia, Millward Brown, OgilvyOne, Wunderman,
Hill & Knowlton, Ogilvy Public Relations, Burson-Marsteller, Grey Global Group,
Cohn & Wolfe, CommonHealth, Enterprise IG and Landor, among others. Their
specialist skills include advertising, media investment management, information,
insight & consultancy, public relations & public affairs, branding & identity,
healthcare, communications, direct, promotion & relationship marketing and
specialist communications.

The Economic Time, Brand Equity, 23 July 2009 recognized