Special Study in Marketing

Ogilvy & Mather, India

Before and after

Some hard data & facts

Pepsodent

Before The Shares were around 8-9% when the dentist TVC was running After O & M Shares grew to 14-16% post the release of the dishoom-dishoom, mother & child TVC

Ponds Cold Cream

Before The Shares were hovering around 35-36% After O & M Shares steadily grew from 38% in 2000 to 43.5% in 2003 post the release of the googly woogly woosh TVC

Asian Paints Exteriors

Before The 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%.

Ogilvy in India
Founded in 1928, they are the 1st Advertising Agency in India. They have helped create some of India's most successful brands like Asian Paints, Cadbury, Fevicol, Perfetti, Hutch, Close Up & many more. One hallmark of Ogilvy's brand-building capability is the balance of global and local brands. Today, Ogilvy & Mather is acknowledged as the leading communications agency in India.

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

History of O & M
The company was incorporated in India in August 1928 under the name D J Keymer & Co. Ltd. David Ogilvy launched Ogilvy Benson & Mather in New York in 1948 with the financial backing of two British agencies: Mather & Crowther and S.H. Benson. The Mather name had been prominent in London advertising since 1850.

 David's older brother, Francis was Managing Director of Mather & Crowther and helped in the success to the genius of his brother, David Ogilvy. Starting with no clients in 1948, Ogilvy has since grown into a worldwide enterprise. In 1965, Ogilvy, Benson & Mather merged with Mather & Crowther to form a public company, Ogilvy & Mather International.

 By 1970, Ogilvy & Mather had 30 offices in 14 countries. In 1971, Ogilvy & Mather bought out Benson, thereby acquiring holdings in Asia Pacific under the Ogilvy, Benson & Mather name. This included India. In 1989, The Ogilvy Group, became part of Martin Sorrell's WPP Group PLC, world's second largest communications network.

 76 years in India, has seen Ogilvy & Mather consolidate its leadership position in the Indian advertising industry. It has also earned the distinction of being one of the most creative agencies in the entire Ogilvy worldwide network.

Organization Structure
Mr. Piyush Pandey Executive Chairman & National Creative Director, India

O&M Mumbai Mr. Pratap Bose CEO, 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)

Ogilvy Activation (Mr. Samir Gupte)

Ogilvy Landscape (Mr. N Bhattacharyya)

Ogilvy Outreach (Mr. Anurag Gupta) Logistics Head Mr. AB Venkatesan

Ogilvy Live (Mr. Anurag Gupta)

Ogilvy Sign-scape (Mr. N Bhattacharyya

Major Clients
SBI Mutual Fund(Mutual Fund); Pantaloon Fashion India Ltd (Garments); Tata Group; Hindustan Lever Ltd (Brooke Bond, Lipton - tea and health); ITC Ltd (corporate); Hero Honda Motors Ltd (bikes); Hutchison Max Telecom Ltd (Max Touch - cellular operator); J M Morgan Stanley (J M Morgan Stanley investment bank)

Mission & 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.

Services Offered by O & M

360 Degree Branding: Every Point of Contact Builds a Brand. Once you define a brand as the relationship with the consumer, then everything that touches the consumer, everything that affects the relationship, everything that communicates the brand at every point of contact becomes important. This is what 360 Degree Branding is all about
- Shelly Lazarus, CEO, Ogilvy & Mather Worldwide

360 Degree Branding

Ogilvy Advertising
They are in the business of building strong and enduring brands through, Television and other modern modes of communication. Over the past 75 years, they have helped build some of the most recognizable brands in the country: Cadbury Dairy Milk, Fevicol, Asian Paints among them, and in recent times- Hutch, Close Up, Titan, Perfetti and many more.

A TVC of O & M

Ogilvy 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.

Cadbury : Worm Case

A complaint about infestation in two bars of Cadbury Dairy Milk caused sales to drop by 30% in just 10 weeks, which was the festival season; retailer stocking and display dropped, employee morale - especially that of the sales team - was shaken. The challenge was to restore confidence in the key stakeholders (consumers, trade and employees, particularly the sales team) and build back credibility for the corporate brand through the same channels (the media) that had questioned it.

 The contamination was storage, not manufacture-related. Ogilvy PR set up a media desk, this was supported by ads and town hall meetings with posters and leaflets for the trade to share with the public, bearing toll free numbers and email contacts.

 Cadbury unveiled new 'purity sealed' packaging, backed with a testimonial ad on TV, 'Sincerity',' fronted by the Indian movie legend, Amitabh Bachchan. The Cadbury Crisis Management programme won Ogilvy PR a gold at the Effies and a silver at the Asian Brand Marketing Effectiveness Awards, 2004.

Ogilvy Activation
Creating effective activation requires a clear consumer insight, understanding of brands role in consumer's life, competition, purchase triggers and consumer touch points. They use these understandings to arrive at "Activation Platforms" through which brand experiences are created and delivered at all relevant consumer touch points.

Lifebuoy Swasthya Chetna - Awakening to One's Health Lifebuoy Swasthya Chetna was designed to bring about behavioral change in favor of using soap amongst the rural and urban consumers, who feel visible clean is safe and are therefore infrequent users of soap. The key communication elements were education about presence of germs, the threats germs pose to one's health and thus position Lifebuoy- a germ kill soap, as an affordable prevention tool.

 The campaign involved the entire rural community and made them upgrade their personal hygiene habits- bathing with soap, using soap regularly for washing hands before eating The campaign touched 86 million rural consumers and registered a 30% increase in their awareness of germs, 20% increase in understanding the association of germs with diseases and an increase in current user base by 33% compared to precampaign status in activity villages.

Lifebuoy Swasthya Chetna Awakening to One's Health

Ogilvy Landscape
Started in 1993 with a clear intent to gain specialization in the field of outdoor advertising. Ogilvy Landscapes has over the years, grown into the single largest outdoor specialist outfit in the country, planning and buying for some of the industry's biggest clients - HLL, Hutchison Telecom, ICICI and Star TV to name a few.

Their services include, Strategic Outdoor Planning Hoardings Monitoring - Competitive Analysis Outdoor campaigns

Ogilvy Outreach
Set up in 1995, Ogilvy Outreach pioneered rural communications in India; enabling clients reach out to the media dark markets. Ogilvy Outreach have won national and international acclaims in rural communications.

Ogilvy Outreach
There journey so far... Reach extends across 1,50,000 villages and 4000 towns in 13 states with more than 50 brands. Tin plates and shop fronts in over 2 million shops Shop sign-ages in 100000 outlets in feeder towns Direct to consumer activities in 75000 villages They have also implemented projects in Sri Lanka, Bangladesh, Morocco, Indonesia and Latin America

Ogilvy Outreach

Ogilvy Live
Ogilvy Live a one-stop shop that caters to all ground level brand communication needs of clients. Set up in 2001, across 21 cities in India, they service leading brands such as Motorola, Citigroup, IBM, Hutch, HLL, ICICI Bank and many more.

There core competencies are in diverse areas that include the following: Events & Promotions Exhibitions & Road shows Consumer education programmes Seminars & Meets Consumer & Retail contact programmes Mobile Marketing Sponsorship Management

Ogilvy Signscapes
They are part of the largest professional outdoor media unit in India, offering complete retail design solutions along with execution and monitoring. Set up in 2002, Ogilvy Signscapes, in a short span of time, has successfully execute retail merchandising projects for a diverse range of clients such as Grasim, IBM, SBI life, Hutch, HSBC, Fed Ex, Hindustan Levers, Reid & Taylor, and many more.

 Signages today are the most affordable means of advertising for business of any kind in nature; they build brand awareness, cue visibility & can be used for selective product endorsement. There product offerings include shop front signages (including backlit & frontlit), flanges, innovative pole kiosks, in-shop merchandising properties such as dispensers, danglers, lamas, wall posters, one-way films and more.

OgilvyOne
OgilvyOne Worldwide is India's first and leading one-to-one marketing firm. Its strength lies in building bonds between consumers and brands. OgilvyOne offers integrated services across traditional and interactive channels (including the Internet and mobile telephony spaces). The OgilvyOne mission is simple: grow customer equity in volume, value and goodwill. This is achieved by reaching the right customer at the right time with the right message, thus generating the desired response.

The services offered by OgilvyOne are Customer Relationship Mgmt Interactive Marketing Database Consulting, Design, Management Telemarketing Data Analytics

Ogilvy Interactive
Ogilvy Interactive is an integral division of Ogilvy One Worldwide. The firm uses the internet, mobile telephony and other emerging new media to build bonds between consumers and brands. Some of the leading international and local brands handled include IBM, Nokia, American Express, and Hutch.

Ogilvy Interactive's services include: Interactive Consulting Web presence creation and maintenance Campaign creation and management Mobile solutions Out of home interactive solutions Key firsts
First online press conference in India, for ICICI Bank First to create an online talking agent, for VIP Frenchie X First to run an email campaign with tracking of open rates and click through rates

Interview with Mr. John Goodman CEO (India & South Asia), Ogilvy & Mather

Mr. John Goodman

What are the important markets for O&M in 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.

Which clients and categories have been 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.

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

Over the years, O&M has won many 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.