User:Heatherer/Ogilvy & Mather Services and Corporate Culture

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Services[edit]

Ogilvy & Mather is a full-service marketing and communications agency. The agency's services include advertising, public relations, direct marketing, and digital media.[1] Within the company there are a number of units that handle different areas of focus.[2] Ogilvy Public Relations is responsible for the agency's public relations offerings, including branding, public affairs, corporate communication, and digital reputation and influence.[3] OgilvyOne is the agency's direct marketing unit.[2] It also advises clients on customer engagement.[4] The firm's Ogilvy CommonHealth Worldwide unit focuses on healthcare communications and marketing.[5] The agency handles production work through Hogarth & Ogilvy, a joint venture between Ogilvy & Mather and Hogarth Worldwide, formed in 2015.[6] Neo@Ogilvy is a unit of the agency that offers digital media services to all of Ogilvy & Mather's disciplines.[7] As of 2013, sales activation and shopper marketing are administered through Geometry Global, a unit formed through the merger of several WPP agencies, including what was previously known as OgilvyAction.[8]

In addition to agency's main services, Ogilvy & Mather operates several other specialty practices. In 2010,[9] the agency created Ogilvy Noor, a practice focused on creating marketing that appeals to Muslims.[10] OgilvyRED was established in 2011 as a consultancy within the agency that works with Ogilvy's other units to prepare plans for clients' marketing strategies.[11][12] The agency formed Social@Ogilvy in 2012 to work on social media projects for clients. The practice operates within each of Ogilvy & Mather's major units, including advertising, direct marketing, public relations and digital marketing.[1] The behavioural sciences practice #OgilvyChange was also founded in 2012 by Rory Sutherland in Ogilvy & Mather's London office. #OgilvyChange employs psychologists and other behavioural scientists to consult on using research in these fields to understand and influence consumers.[13][14] OgilvyAmp (short for "amplify") handles tasks related to data planning and analytics needs for clients. The unit was established in 2014 and is present at over 50 of the agency's offices.[15] Ogilvy Pride was formed in the agency's London office in 2015 as an LGBT practice.[16]

Company culture[edit]

Founder David Ogilvy wrote a manifesto setting out the company's culture titled, "What We Believe and How We Behave",[17] which was included in his book Confessions of an Advertising Man.[18] This continues to apply to Ogilvy's operations and is referenced on the company's website as of February 2016.[17] Ogilvy laid out additional company ideals in a new employee "welcome booklet" and also in a recruiting brochure for employees, where he outlined expectations for Ogilvy employees as follows, "[w]e are looking for gentlemen with ideas in their heads and fires in their bellies".[19]

Ogilvy was also focused on teaching employees within the agency how to create good advertising and likened Ogilvy & Mather to a teaching hospital stating,[20] "we look after clients, and we teach young advertising people".[21] He used slide and film presentations called "magic lanterns" to teach advertising principles, setting out how these were based on research and showing examples.[22] All employees were expected to attend these presentations.[23] Ogilvy also provided employees with guidance through pithy memos that included advice about advertising and leadership.[24][25][21] His memos included 39 "rules for ad writing", which called for copywriters to get to the point and to keep sentences short.[26] In 1968, he wrote a memo delivering his "principles of management" for Ogilvy & Mather staff. The memo included his thoughts on maintaining good morale and high professional standard and was incorporated into the company's management practices.[19] Ogilvy's quotes, known as "Ogilvyisms" are regularly cited and considered relevant both within the agency and within the broader advertising industry.[15][27] These quotes include: "Big ideas are usually simple ideas";[27] "The consumer is not a moron. She is your wife. Don't insult her intelligence";[28] and "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals".[15]

The agency takes on a number of pro-bono clients and works on corporate social responsibility campaigns on behalf of many of its clients.[9][29] Ogilvy & Mather's clients include Amnesty International,[30] Operation Smile,[31] Global Media AIDS Initiative,[32] and the WWF.[33] Ogilvy developed a pro-same-sex marriage campaign for French nonprofit Tous Unis Pour L'Egalite that won a Webby Award for Corporate Responsibility in 2014.[34] The campaign hosted same-sex couples getting married using Google Hangouts.[35]

References[edit]

  1. ^ a b Stuart Elliot (13 February 2012). "Ogilvy & Mather Staffs Up in Social Media and Youth Marketing". The New York Times. Retrieved 3 September 2015.
  2. ^ a b Brigid Sweeney (1 December 2012). "Ogilvy Chicago changes its business model along with its location". chicagobusiness.com. Retrieved 3 September 2015.
  3. ^ "Ogilvy Public Relations". J. R. O'Dwyer Company. Retrieved 11 February 2016.
  4. ^ Elyse Dupre (November 20, 2012). "Customer Engagement: the sum of all parts". Direct Marketing News. Retrieved 11 February 2016.
  5. ^ Larry Dobrow (July 1, 2015). "Top 100 Agencies: Ogilvy CommonHealth Worldwide". Medical Marketing and Media. Retrieved 11 February 2016.
  6. ^ Elizabeth Low (April 14, 2015). "WPP creates global production unit, merging Ogilvy's RedWorks with Hogarth". Marketing. Retrieved 7 October 2015.
  7. ^ Jon Gingerich (February 3, 2016). "Rittenhouse Reps Neo@Ogilvy in Tokyo". J. R. O'Dwyer Company. Retrieved 11 February 2016.
  8. ^ Simon Nias (June 21, 2013). "WPP merges G2, OgilvyAction and JWTAction to form Geometry Global". Campaign. Retrieved 7 October 2015.
  9. ^ a b Shelina Janmohamed (January 28, 2016). "I'm Muslim, female, wear a headscarf – and, believe it or not, I work in advertising". The Guardian. Retrieved 11 February 2016.
  10. ^ Monica Sarkar (October 5, 2015). "H&M's latest look: Hijab-wearing Muslim model stirs debate". CNN. Retrieved 11 February 2016.
  11. ^ Noreen O'Leary (December 3, 2012). "Agencies Make Strategic Play More shops are eyeing business usually handled by management consultants". AdWeek. Retrieved 11 February 2016.
  12. ^ "Ogilvy & Mather bullish on opportunities". The Nation. January 30, 2016. Retrieved 11 February 2016.
  13. ^ "The Maddest Men of All Full Transcript". Freakonomics. 26 February 2015. Retrieved 3 September 2015.
  14. ^ Rezwana Manjur (July 18, 2014). "O&M brings behavioural sciences arm to Asia". Marketing. Retrieved 11 February 2016.
  15. ^ a b c Stuart Elliott (October 20, 2014). "At Ogilvy, New Unit Will Mine Data". The New York Times. Retrieved 11 February 2016.
  16. ^ David Gianatasio (September 15, 2015). "As More Marketers 'Go Rainbow,' Is a Boom in LGBT Specialty Shops on the Horizon?". Adweek. Retrieved 18 February 2016.
  17. ^ a b "Corporate Culture". ogilvy.com. Ogilvy & Mather. Retrieved 11 February 2016.
  18. ^ David Ogilvy (1964). Confessions of an Advertising Man. New York: Dell Publishing Co. Inc. {{cite book}}: |access-date= requires |url= (help)
  19. ^ a b Cite error: The named reference Roman0209 was invoked but never defined (see the help page).
  20. ^ Roman 2009, p. 106
  21. ^ a b Francesca Newland (July 30, 1999). "Ogilvy in His Own Words: Memos, anecdotes, quips and marketing plans". Campaign Live. Retrieved 5 February 2016.
  22. ^ Roman 2009, p. 152
  23. ^ Noreen O'Leary (July 26, 1999). "A Remembrance of Things Past". AdWeek. Retrieved 5 February 2016.
  24. ^ Ken Wheaton (May 5, 2015). "David Ogilvy Outlines His Weaknesses in This 1970s-Era Memo". AdAge. Retrieved 5 February 2016.
  25. ^ Roman 2009, p. 169
  26. ^ Karen Egolf; John McDonough (2015). The Advertising Age Encyclopedia of Advertising. Routledge. p. 1162. {{cite book}}: |access-date= requires |url= (help)
  27. ^ a b Saya Weissman (April 22, 2013). "5 Ogilvyisms That Still Apply to Digital Media". Digiday. Retrieved 5 February 2016.
  28. ^ Fred Danzig (July 26, 1999). "David Ogilvy: The Last Giant Creative Titan". AdAge. Retrieved 5 February 2016.
  29. ^ Paul Holmes (December 11, 2001). "The Ogilvy Way of Public Service". The Holmes Report. Retrieved 11 February 2016.
  30. ^ Loulla-Mae Eleftheriou-Smith (April 11, 2014). "Amnesty International burns candles in digital effort to illuminate hope". PRWeek. Retrieved 12 February 2016.
  31. ^ Shephali Bhatt (June 10, 2015). "Life after Cannes Lions". The Economic Times. Retrieved 11 February 2016.
  32. ^ Carlos Grande (December 1, 2006). "Global media initiative". The Financial Times. Retrieved 5 February 2016.
  33. ^ "WWF "illegal wildlife trade" by Ogilvy & Mather". Campaign Live. January 31, 2013. Retrieved 5 February 2016.
  34. ^ David Badash (April 28, 2014). "Watch This Heart-Warming Google Ad For Same-Sex Marriage That Just Won A Webby Award". The New Civil Rights Movement. Retrieved 11 February 2016.
  35. ^ "Google+ Helps Same-Sex Couples Marry Live Online, Via Hangouts". Advertising Age. May 28, 2013. Retrieved 11 February 2016.
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