Ogilvy & Mather India

Presented by :-
• Overview of the advertising industry Dipesh. J
• About David Ogilvy Salil. L
• Introduction of O & M Pramod. I
• Strategies Rohan. J
• Case studies Suchit. K
• Campaigns Kushal. G
• SWOT Analysis Ganesh. M
• Proposed Strategies
• Conclusion
 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

 Break-up Of Advertising Sector
Revenuein2007(%)
2%1%
1% Televison
6%
Print
42%
Cinema

48% Outdoor

Radio

Internet
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 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
His Philosophy
 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

Global Offices
 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

 Indian Offices

New Delhi

Kolkata

Mumbai

Hyderabad

Bengaluru
Chennai
 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
 Competitors

JWT

LINTAS

McCANN-ERICKSON

MUDRA

LEO- BURNETT
 JWT

 Founded in 1864

 Revenues of 1.2$ billion

 More than 200 offices in 90 countries

 Major clients include Nestle, HSBC, Ford, Unilever

 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

 Current Strategies

 360 Degree Brand Stewardship

Process:
– Information Gathering
– Brand Audit
– Brand Print
– Brand Stewards
 ` 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
 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’
 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

 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

 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

Campaigns
 Client’s Opinions

 Perfect Understanding of the Brand

 Successful Campaigns

 Top Class Service

 No major grievances

 Need to Reinvent 360 degree Brand Stewardship

 SWOT Analysis
STRENGTHS WEAKNESSES
– Brand Equity
– Old School Concept of
– Unique style of advertising
Advertising
– Rural Marketing – Premium charged is very
– Creativity high
– Integrated solutions provider
 SWOT Analysis
OPPORTUNITIES THREATS
– High Growth Potential in – Economic Crisis
previously overlooked areas
– Tough Competition
– Untapped areas like web
marketing

– New horizons like political

marketing
 Proposed Strategies

 Create an Interactive portal

 Revamp the 360 Brand Stewardship

 Create a SBU to tap into Financial Marketing

 Contd…

 Diversify the Portfolio

– Advertise Political Campaigns
– Venture into Event Management
– Pitch for IT companies

 Handle makeover campaigns for clients

 Hunt for Creative Talent

 Contd…

 Establish Concept Stores for Cadbury

 Venture into Film Promotions, media campaigns

 ‘Venture Advertising’
THANKYOU