OGILVY & MATHER

Ogilvy & Mather Worldwide Type Subsidiary of WPP Group Industry Advertising, marketing, public relations Founded Manhattan (1948) Headquarters Manhattan, USA Key people Tham Khai Meng, Worldwide Creative Director, Chairman of WW Council Subsidiaries OgilvyOne Worldwide OgilvyInteractive Ogilvy PR Worldwide Ogilvy Healthworld OgilvyAction Neo@Ogilvy Website www.ogilvy.com 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 approximately 16,000 employees. 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, Nestl, and Unilever brands Pond's and Dove.[1] 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. One 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. Management The chairman is Rochelle Lazarus, who has held the position since 1996. She also was CEO until the end of 2008, when she was succeeded by Miles Young. Ogilvy & Mather Pvt., Ltd. operates as an advertising

agency in India. The company provides various marketing services through Web sites, Wed banners, email marketing, public relationships, radio, direct marketing, promotion, telemarketing, out door, packaging, rural communication, retail visibility and communication, television, and print ads sources. It serves various sectors, including financial, food and beverage, house hold products and durables, lifestyle, media and publication, social cause related marketing, telecommunication, toiletries, and travel and transportation. The company was founded in 1928 and is based in Mumbai, India. Ogilvy & Mather Pvt., Ltd. is a subsidiary of Ogilvy & Mather Worldwide, Inc. Clients Ogilvy & Mather board has produced work for a wide range of leading brands, including:

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Adidas (since 2007) American Express (since 1962)[2] Amway (since 2009)[3] British Gas (since 2008) BP (since 1999) Citizens Financial Group (since 2010) Cisco (since 2002) Coca-Cola Company (since 2001)[4] DHL (since 2002) DuPont (since 2003) Gap (since 2011) Gillette (since 1962) GlaxoSmithKline (since 1983) IBM (since 1994) Kodak (since 1995)

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Kraft (since 1958) Lenovo (since 2005) Mattel (since 1959) Motorola (since 2000) Nestle (since 1956) NexCen Brands (since 2007) SAP (since 1999) Siemens (since 2008) Tobacco Institute (ended 1998) Unilever (Parent Company)(since 1954) Vodafone (2009)

Notable campaigns 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. Created by Ian Latham and David Prentice]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 Awardwinning actor Karl Malden. The "Don't Leave Home Without It" slogan was revived in 2005 for the prepaid American Express Travelers Cheque Card. After Malden's departure, American Express continued to feature celebrities, including Jerry Seinfeld, Martin Scorsese, Robert DeNiro, Wes Anderson, Ken Watanabe, Ellen DeGeneres and Conan O'Brien. 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 Guldgget Award in 2008

Public relations Subsidiary, Ogilvy Public Relations Worldwide operates 69 offices in locations throughout the world. Head-quartered in New York, it has a total of nine offices in North America, along with 22 offices in Europe, five in South Asia, ten in East Asia, five in the Middle East and Africa, two in Central Asia, three in Latin America, six in Southeast Asia, and seven in Australia. Ogilvy Public Relations has its own wholly owned subsidiaries:
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B|W|R Public Relations: Acquired in 1999, B|W|R is head-quartered in Beverly Hills, California and also operates an office in New York. It describes itself as "a corporate, lifestyle and entertainment-based public relations firm." Feinstein Kean Healthcare: Also acquired in 1999, FKHealthcare is based in Cambridge, Massachusetts and provides "an array of communications and consulting services to biotechnology, pharmaceutical and otherhealthcare companies." It is also parent company of Kendall Strategies.

Government Relations In 2005, Ogilvy PR acquired all-Republican lobbying firm The Federalist Group LLC. The company subsequently became bipartisan, and its name was changed to Ogilvy Government Relations. OGR operates from the same building as the office of its parent company in Washington, DC. In 2010 Ogilvy Government Relations became a wholly-owned subsidiary of Ogilvy & Mather. OGR had a total lobbying income of over $21 million in 2009. This makes OGR the 7th largest lobbying firm in the United States. OGR was named a Top 10 financial services lobbying firm in the 2010 regulatory reform debate . Its top clients included the Blackstone Group,Highstar Capital, the Poker Players Alliance, Chevron Corporation, and Verizon Communications. OGR employees and lobbyists donated over $230,000 to Republican and Democratic Party primary candidates, politicians andPACs during the 2008 election cycle. OGR Chairman, Wayne Berman, was featured on Washingtonian magazine's 2007 list of the top 50 lobbyists in Washington, DC. Management:
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Wayne L. Berman, Chairman Moses Mercado, Chairman Drew Maloney, CEO Gordon Taylor, President

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 (apparently) was rejected by Ford, but still 'managed' to make its way onto the internet, sparking outrage among bloggers and animal rights groups. Ogilvy also has been involved with the notorious Asia Pulp & Paper, a large logging company that has been convicted of illegal logging in three countries, and recently has 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'. 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 over-billing advertising work done for the

U.S. Office of National Drug Control Policy account. In an e-mail, 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 also was 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. Ogilvy Government Relations, a wholly owned subsidiary of Ogilvy Public Relations Worldwide, is credited with playing an instrumental role in killing the controversial 2005 bid by Chinese oil company CNOOC to buy Unocal Corporation, which would then go on to merge with Chevron Corporation, an OGR client. The company was involved with a controversy in May 2009 when a Clio Award was given to a campaign for the A & E History Channel. One of the associated images compared the American deaths at Pearl Harbor with theJapanese deaths after the bombing of Hiroshima.