Ogilvy & Mather

Ogilvy & Mather Worldwide

Type	Subsidiary of WPP Group
Industry	Advertising, marketing, public relations
Founded	Manhattan (1948)
Headquarters	Manhattan, USA
Key people	Miles Young, CEO, Ogilvy & Mather Worldwide Tham Khai Meng, Worldwide Chief Creative Officer
Subsidiaries	OgilvyOne Worldwide OgilvyInteractive Ogilvy PR Worldwide Ogilvy CommonHealth OgilvyAction Neo@Ogilvy Era 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.^{[citation needed]} 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.^[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 United States.; "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. "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.

File:Http://www.ogilvy.com/~/media/About/Network/Images/om advertising logo.ashx

Management

The executive board of Ogilvy, as of October 2011, is composed of:

• Miles Young, CEO, Ogilvy & Mather Worldwide
• Tham Khai Meng, Worldwide Creative Director & Chairman
• Shelley Lazarus, Chairman, Ogilvy & Mather Worldwide
• John Seifert, Chairman, Ogilvy & Mather North America
• Tim Isaac, Chairman, Ogilvy & Mather Asia Pacific
• Marcos Golfari, Chairman, Ogilvy & Mather Latina
• Daniel Sicouri, Chairman, Ogilvy & Mather Europe, Africa & Middle East
• Leopoldo "Polo" Garza, President & CEO, Ogilvy & Mather Mexico
• Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide
• Chris Graves, Global CEO, Ogilvy Public Relations Worldwide
• Nasreen Madhany, Global CEO, Neo@Ogilvy
• Matt Giegerich, Chairman & CEO, Ogilvy CommonHealth
• Carla Hendra, Global Chairman, OgilvyRED Ogilvy & Mather
• Colin Mitchell, Worldwide Head of Planning, Ogilvy & Mather Worldwide
• Eugene Cheong, Regional Creative Director, Ogilvy & Mather Asia Pacific
• Gaston Bigio, Regional Creative Director, Ogilvy & Mather Latina
• Luis Bassat, Chairman Emeritus of the Bassat Ogilvy Group in Spain
• Paul Heath, CEO, Ogilvy & Mather Asia Pacific
• Paul O'Donnell, Chairman, Ogilvy Group UK
• Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather India
• Sergio Amado, President, Ogilvy Group Brazil
• Steve Goldstein, CFO, Ogilvy & Mather Worldwide
• Steve Hayden, Vice Chairman, Ogilvy & Mather Worldwide
• TB Song, Chairman, Ogilvy & Mather Greater China
• Tony Grigg, Worldwide Managing Director, GBM Ford Group Ogilvy & Mather
• Tro Piliguian, COO, WPP
• Wayne Berman, Chairman, Ogilvy Government Relations

Clients

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

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)

Kraft (since 1958) Lenovo (since 2005) Mattel (since 1959) MetLife (since 2008) Motorola (since 2000) Nestle (since 1956) NexCen Brands (since 2007) SAP (since 1999) Siemens (since 2008) TABASCO (since 2011) Tobacco Institute (ended 1998) Unilever (Parent Company) (since 1954) Vodafone (2009) SC Johnson (2011)

• BMW (2011)

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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.^{[citation needed]} 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. 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 Guldägget Award in 2008.^{[citation needed]}

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.^[5]

Ogilvy Public Relations has its own wholly owned subsidiaries:

• 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.^[6] It describes itself as "a corporate, lifestyle and entertainment-based public relations firm."^[7]

• 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 other healthcare companies." It is also parent company of Kendall Strategies.^[8]

Government Relations

In 2005, Ogilvy PR acquired all-Republican lobbying firm The Federalist Group LLC.^[9][10] The company subsequently became bipartisan,^[11] and its name was changed to Ogilvy Government Relations.^[12] OGR operates from the same building as the office of its parent company in Washington, DC.^[13][14] 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.^[15] This makes OGR the 7th largest lobbying firm in the United States.^[16] OGR was named a Top 10 financial services lobbying firm in the 2010 regulatory reform debate.^[17] Its top clients included the Blackstone Group, Highstar Capital, the Poker Players Alliance, Chevron Corporation, and Verizon Communications.^[18] OGR employees and lobbyists donated over $230,000 to Republican and Democratic Party primary candidates, politicians and PACs during the 2008 election cycle.^[15] OGR Chairman, Wayne Berman, was featured on Washingtonian magazine's 2007 list of the top 50 lobbyists in Washington, DC.^[19]

• Management:
  • 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 was apparently rejected by Ford, but still made its way onto the internet, sparking outrage among bloggers and animal rights groups.^[20][21]

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'.^[22]

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.^{[23][24][25][26]}

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.^[19]

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 the Japanese deaths after the bombing of Hiroshima.^[27]

References

1. ^ Hays, Constance L. (1999-07-22). "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies". The New York Times. http://query.nytimes.com/gst/fullpage.html?res=9902E5DF143EF931A15754C0A96F958260. Retrieved 2010-05-20. 
2. ^ THE MEDIA BUSINESS: ADVERTISING; American Express Demotes Ogilvy
3. ^ Ogilvy’s New business Streak in Malaysia Now Lands Amway!
4. ^ Coke consolidates with Ogilvy.
5. ^ "Ogilvy Public Relations Worldwide Company Preview". http://www.wpp.com/wpp/companies/companypreview.htm?id=113. Retrieved 2010-09-12. 
6. ^ "BWR Company Profile - WPP". http://www.wpp.com/wpp/companies/companydetail.htm?id=180. Retrieved 2010-09-12. 
7. ^ "BWR Full Company Overview". http://www.bwr-pr.com/info.php?file=company_text.htm&key=overview&nav=_navco.xml. Retrieved 2010-09-12. 
8. ^ "Feinstean Kean Healthcare (FKH) Company Profile". http://www.wpp.com/wpp/companies/companydetail.htm?id=184. Retrieved 2010-09-12. 
9. ^ "Ogilvy Public Relations Worldwide acquires the Federalist Group, LLC". 13 September 2005. http://www.wpp.com/wpp/investor/financialnews/default.htm?guid={420cecbd-af13-45ef-a991-4f21eede88a0}. Retrieved 2010-09-12. 
10. ^ Brush, Silla; Snyder, Jim (20 January 2010), "Republican lobbyists prep for GOP gains", The Hill, http://thehill.com/business-a-lobbying/77015-gop-lobbyists-prep-to-take-charge, retrieved 2010-09-12 
11. ^ O'Connor, Patrick (31 January 2007), "Democratic Congressman Tries to Force Firing of GOP Lobbyists", Politico, http://dyn.politico.com/printstory.cfm?uuid=7A401B95-3048-5C12-005C08EBD7944711, retrieved 2010-09-12 
12. ^ "Company History - Ogilvy Public Relations Worldwide". http://www.ogilvypr.com/en/about/company_history. Retrieved 2010-09-12. 
13. ^ "Contact Us - Ogilvy Government Relations". http://www.ogilvygr.com/Contact_Us.aspx. Retrieved 2010-09-12. 
14. ^ "Office Locations - Ogilvy Public Relations Worldwide". http://www.ogilvypr.com/locations/28#Washington__DC. Retrieved 2010-09-12. 
15. ^ ^{a b} "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. http://www.opensecrets.org/lobby/firmsum.php?year=2009&lname=Ogilvy+Government+Relations&id=. Retrieved 2010-09-12. 
16. ^ "Lobbying Spending Database". Center for Responsive Politics. http://www.opensecrets.org/lobby/top.php?showYear=2009&indexType=l. Retrieved 2010-09-12. 
17. ^ http://www.politico.com/news/stories/0610/38231.html
18. ^ "Lobbying Spending Database - Ogilvy Government Relations, 2009". Center for Responsive Politics. http://www.opensecrets.org/lobby/firmsum.php?year=2009&1name=Ogilvy+Government+Relations&id=. Retrieved 2010-09-12. 
19. ^ ^{a b} Eisler, Kim (1 June 2007), "Hired Guns: The City's 50 Top Lobbyists", The Washingtonian, http://www.washingtonian.com/articles/mediapolitics/4264.html, retrieved 2010-09-12 
20. ^ Morford, Mark (2010-09-02). "Very Funny Cat Decapitations / Is it OK to laugh when small European cars maim cute fuzzy animals? A perspective check". The San Francisco Chronicle. http://sfgate.com/cgi-bin/article.cgi?f=/g/a/2004/05/05/notes050504.DTL&nl=fix. 
21. ^ The Washington Post. http://www.washingtonpost.com/ac2/wp-dyn/A16073-2004Apr15?language=printer. Retrieved 2010-05-20. 
22. ^ FT.com / Home UK / UK - The usefulness of scholarships and tigers
23. ^ 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. http://www.adweek.com/aw/content_display/news/e3ie135f8f41b7a1814728d8b57a0af7fec. Retrieved 2009-06-30. 
24. ^ Masters, Brooke A. (January 7, 2004). "Prosecutors Say Bills Were Inflated For Anti-Drug Ads". Washington Post. http://www.prisontalk.com/forums/showthread.php?t=42592. Retrieved 2009-06-30. 
25. ^ Zammit, Deanna (September 1, 2005). "Seifert Submits 'Code of Ethics'". Allbusiness.com. http://www.nationaljewelernetwork.com/aw/esearch/article_display.jsp?vnu_content_id=1001054237. Retrieved 2009-06-30. 
26. ^ "Former Ogilvy executive Early sentenced to 14 months for role in overbilling scandal". Brand Republic. 14 July 2005. http://www.brandrepublic.com/bulletins/br/article/485084/former-ogilvy-executive-early-sentenced-14-months-role-overbilling-scandal/. Retrieved 2009-06-30. 
27. ^ http://www.redstate.com/absentee/files/2009/05/historyjapan-1.jpg

External links

• Ogilvy & Mather
• Neo@Ogilvy
• OgilvyOne Worldwide
• Ogilvy Public Relations Worldwide
• Ogilvy and Mather UK
• OgilvyAction
• OgilvyHealthworld
• Ogilvy Middle East
• Ogilvy Costa Rica
• Era Ogilvy Public Relations (Joint-Venture PR in Hong Kong and Taiwan)
• Selling Is Back: The New Future of Advertising by Mat Zucker, Executive Creative Director, OgilvyOne nthWORD Magazine, April 2010