ogilvy & mather india
TRANSCRIPT
![Page 1: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/1.jpg)
Ogilvy & Mather India
• Overview of the advertising industry• About David Ogilvy • Introduction of O & M• Strategies• Case studies• Campaigns• SWOT Analysis• Proposed Strategies• Conclusion
Presented by :-Dipesh. JSalil. LPramod. IRohan. JSuchit. KKushal. GGanesh. M
![Page 2: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/2.jpg)
Overview of the Advertising Industry Worldwide Market of $431 billion
Growth Potential of 6.7%
15000 Crores Advertisement Industry in India
Scaling up of Operations
Effect of recession on advertising
Reverse Brain-Drain
Upcoming Fields include RM and Online advertising
![Page 3: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/3.jpg)
Break-up Of Advertising Sector
42%
48%
1%6%
2% 1% Revenue in 2007(%)
Televison
Cinema
Outdoor
Radio
Internet
![Page 4: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/4.jpg)
At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock
Who made this ad?!!
![Page 5: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/5.jpg)
Dove is one-quarter moisturizing cream
For how many years has th
is tag line been ru
nning?!!
![Page 6: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/6.jpg)
About David Ogilvy
You cannot bore people into buying your product. You can only interest them in buying it.
Encourage innovation. Change is our lifeblood. Stagnation our death knell.
In the modern world of business it is useless to be creative unless you can sell what you create
To be valued by those who most value brands
![Page 7: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/7.jpg)
His Philosophy
![Page 8: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/8.jpg)
Introduction of the Company
Inception– Incorporated in India in August 1928 under the name of DJ Keymer
& Co. Ltd
– Ogilvy & Mather was launched in New York in 1948
Global Scenario– Subsidiary of WPP Group plc
– Current CEO & Chairperson-Miles Young
– 11th Top agency in the World
![Page 9: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/9.jpg)
Global Offices
![Page 10: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/10.jpg)
Contd...
Indian Scenario
– 1st Advertising agency in India
– Exec Chairman & NCD- Piyush Pandey
– Growth rate of 23% in 2007
– Local perspective in accordance with Indian Culture
![Page 11: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/11.jpg)
Mumbai
Hyderabad
Chennai
Bengaluru
Kolkata
New Delhi
Indian Offices
![Page 12: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/12.jpg)
Contd.. O & M Subsidiaries
– Ogilvy & Mather Advertising– Ogilvy One Worldwide– Ogilvy PR– Ogilvy Action– Meridian Communications– Neo
Awards and Achievements
– Creative Agency of the Year 2007- Abby Award– Premier Ad Agency in the Brand Equity Reckoner, 2008– Ranked among top 20 global agencies in Gunn Report 2008
![Page 13: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/13.jpg)
Competitors
JWT
LINTAS
McCANN-ERICKSON
MUDRA
LEO- BURNETT
![Page 14: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/14.jpg)
JWT
Founded in 1864
Revenues of 1.2$ billion
More than 200 offices in 90 countries
Major clients include Nestle, HSBC, Ford, Unilever
![Page 15: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/15.jpg)
Mudra
Started in 1980 with one client- Vimal
More than 125 clients nationwide
Turnover exceeding Rs.10 billion
Mudra Groups– Mudra Max
– Mudra Marketing Services
New Brand Strategy Consulting firm: Water Consulting
![Page 16: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/16.jpg)
Current Strategies
360 Degree Brand Stewardship
Process:– Information Gathering
– Brand Audit
– Brand Print
– Brand Stewards
![Page 17: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/17.jpg)
![Page 18: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/18.jpg)
` Contd…
Customer Ownership– GAP analysis
– Developing Bonds
3 fold approach for Signages– Develop a memory for a location
– Reinforcement & Brand Recall
– Attract new advertisers
Rural Marketing
![Page 19: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/19.jpg)
Contd…
Effect of Recession
– Clients are more cost-conscious
– Provide better value to clients
– More emphasis on unconventional modes of advertising
– Training and conditioning mindset to cope up with the change
– ‘Ironical Situation’
![Page 20: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/20.jpg)
Case Study- Lifebuoy Swastha Chetna
A rural health and hygiene initiative
Multi-phased activity working towards effecting behavioural change
To spread awareness about germs and importance of proper ‘health and hygiene’ practices
On-ground activation centred around Gurudwaras
![Page 21: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/21.jpg)
Case Study-Lifebuoy Swastha Chetna
Subtle Lifebuoy product messages were carried on shoe receipts
Stickers placed above sinks and on soap dishes
Special permission was sought from the Granthis
156 Gurudwaras covered in 138 towns
![Page 22: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/22.jpg)
Case Study-Cadbury Worms Complaint by customers about worms in
Dairy Milk Chocolates a month before Diwali
Sales dropped by 30% in just 10 weeks
Challenge was to restore confidence in key stakeholders
Set up of media desk, leaflets and posters with contact numbers
New 'purity sealed' packaging, testimonial ad on TV
Won gold award at Effies 2004
![Page 23: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/23.jpg)
Campaigns
![Page 24: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/24.jpg)
Client’s Opinions
Perfect Understanding of the Brand
Successful Campaigns
Top Class Service
No major grievances
Need to Reinvent 360 degree Brand Stewardship
![Page 25: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/25.jpg)
SWOT Analysis
STRENGTHS
– Brand Equity
– Unique style of advertising
– Rural Marketing
– Creativity
– Integrated solutions provider
WEAKNESSES
– Old School Concept of Advertising
– Premium charged is very high
![Page 26: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/26.jpg)
SWOT Analysis
OPPORTUNITIES
– High Growth Potential in previously overlooked areas
– Untapped areas like web marketing
– New horizons like political marketing
THREATS
– Economic Crisis
– Tough Competition
![Page 27: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/27.jpg)
Proposed Strategies
Create an Interactive portal
Revamp the 360 Brand Stewardship
Create a SBU to tap into Financial Marketing
![Page 28: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/28.jpg)
Contd…
Diversify the Portfolio– Advertise Political Campaigns– Venture into Event Management– Pitch for IT companies
Handle makeover campaigns for clients
Hunt for Creative Talent
![Page 29: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/29.jpg)
Contd…
Establish Concept Stores for Cadbury
Venture into Film Promotions, media campaigns
‘Venture Advertising’
![Page 30: Ogilvy & Mather India](https://reader033.vdocuments.mx/reader033/viewer/2022061118/5469f02fb4af9fe0338b4e2b/html5/thumbnails/30.jpg)
THANK YOU