INTRODUCTION
Ogilvy & Mather Worldwide is among the largest advertising agencies in the US, specialized in so-called brand stewardship.
Company History
Ogilvy was founded in 1948 by British ad pioneer David Ogilvy who now stands as a legend within the advertising world. After being out of advertising for ten years, Ogilvy started his own agency which was financially assisted by his brother Francis. S. H. Benson Ltd., another London shop, also invested $45,000, but insisted that Ogilvy hire someone who knew how to run an agency. Ogilvy appointed himself vice president in charge of the business opened as Hewitt, Ogilvy, Benson & Mather (HOB&M) and hired Anderson Hewitt from J. Walter Thompson to be the president,
• The beginnings of Ogilvy & Mather
Opening a new advertising agency in 1948 appeared decent timing. The Depression and World War II threw all the well-established, advertising firms out of business and dejected attempts by newcomers to break into the marketplace. However, with the war done and the American economy growing with unprecedented strength, and a better public awareness of the media and its influence, advertising became an essential element in any business practice. The potential for growth was almost boundless. Still, the agency of HOB&M did not become popular overnight. Competing with such established industry front-runners as J. Walter Thompson, Young & Rubicam, Leo Burnett, and BBDO was hard.
HOB&M moved forward gradually. In 1951, a small shirt maker, C. F. Hathaway, came requesting for help. This headed to the "man with the black eye patch" campaign, debatably one of Ogilvy's greatest famous that ran for 25 years. By 1952, David Ogilvy was becoming extremely well known. However, trouble was brewing at the...
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... offices and a further 359 worldwide in over 90 countries. Excluding specialized marketing subsidiaries, Advertising Age rank O&M as the number 8 agency network worldwide in 2001 with gross income of $1.1m and billings of $10.7bn.[1] Another source recently labelled O&M Worldwide as the world's ninth largest agency network, with billings count almost $13bn.
Clients
Ogilvy's clients include: BBC, BP, Coca-Cola Co., Glaxo SmithKline, IBM, MasterCard International, Merck & Co. Merrill Lynch, Novartis, Pfizer, Unilever, Xerox, Argos, Ariba (UK) Ltd., Deloitte & Touche, Dubai World Cup, Intelsat, Kimberly-Clark Corp., Shell, Nestle, Pfizer, and Sun. Ogilvy PR Worldwide’s division B/W/R is dealing with media relations for celebrities such as Ben Affleck, Brat Pitt, Michael J. Fox, and Reese Witherspoon. Finally, several governmental bodies stand amongst Ogilvy's clients.
Thus, the sixties triggered not only political change but also social and cultural reformations. Advertisers realized that they shou...
These connections between brands led to an increase in consumer trust and therefor an increase in overall demand. Advertisers also were looking for more effective methods of information distribution at this time (1870’s) and the newspaper just happened to be gaining major national popularity. According to page 91, the “Lady’s Home Journal” was the first major publication to market goods for housewives/ women in 1883, and in less than two decades by 1900, most major newspapers had completely switched focus to heavy advertising. The availability of a cheap, fixed rate on ad space meant that business owners would buy out multiple pages sometimes, turning the newspaper into a hub of not only national and local information, but also consumer news and countless advertisements. In order to introduce all of these revolutionary goods to the first waves of consumers, marketers of the late 19th century focused on getting mass amounts of information across to consumers rather than trying to gain attention or interest. Strasser highlights that this is why many 19th century ads, compared to their siblings of the 20th century, are much more wordy and descriptive- explaining uses, giving quality assurances, and sometimes included product background and development (illus.
In 1936, a married couple named Leo and Lillian Goodwin established GEICO; which stands for Government Employees Insurance Company in Texas. The initial target markets were government officials and military members, but later on it expands to selling insurance to everyone. GEICO now offers coverage for more than just auto insurance including, homeowners, renter, boat, and many others (Geico’s Story, 2012). GEICO is also subsidiary company to the investment tycoon, Warrant Buffet. Since then, there were hefty budget on advertising that GEICO spent to boost the brand. According to Mya Frazier (2007), “GEICO’s fast climb up the brand-awareness ladder since 2001, when it topped at 82%. After spending an estimated $2 billion in advertising since then, 91% shoppers today say they have seen or heard at least one GEICO message in the past 12 months” (Frazier, 2007). By using GEICO advertising strategy, this analysis also highlights the promotional activities such as identifying target demographics, advertising channels, sales message, reach and frequencies.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Born in 1924, Detroit, Ally served America in WWII and the Korean war as a distinguished fighter pilot in the U.S Air Force, winning medals of honour. After the army he graduated from the University of Michigan with a bachelor's and master's degree. His career started at General Electric, as an advertising executive. After which he worked at a small Detroit advertising firm then advanced to Campbell-Ewald Co., a regional advertising powerhouse, in 1955. His ardent tenacity won him recognition from his superiors and he was sent to New York to be the manager at their head office. The same ardent tenacity however, did not impress his new bosses and he was left jobless in New York in 1960 - the Bernbach golden age of advertising. Lucky for him, Papert, Koenig Lois (PKL) was established in 1960 by three men who left DDB with a mission: to take risks and push the limits of advertising. They shared the same ideals and background as Ally and wanted to take advertising beyond what DDB was comfortable with. It was an agency for the new generation of admen: Jews, Italians, Greeks and women who were previously cast to insignificant roles. This gave conventional advertising at that era a new wave of ideas.
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
Advertisements have become more unique and creative since the 1940’s. They not only cater to the family life, but also the single life. Automobile advertisements in the 1940’s were directed towards the modern family. Although there are still automobile advertisements that show happy families in nice cars; there are also advertisements for certain vehicles that are more geared towards single people. Marketing is constantly changing to meet what the majority population wants or needs.
Advertisements would soon, also, become a major factor in mass media and development in America during the early 1900’s. Advertising became one Americas stepping stones to put the power of media into their control. This provided political parties, ...
Advertising in Canada has taken measures to assure that it will not be overcome by the United States or any other foreign country. They have established rules that keep Canadian citizens prevalent in the Canadian advertising industry. These regulations make it possible for Canadian advertising industries to survive and succeed. Canada has grown their advertising services tremendously over the last forty years and will continue to do so. This has been possible with the change towards global marketing. Advertising agencies have done a great job in adapting to the increase in multinational accounts and firms. Canadian advertising agencies have formed strategic alliances with international companies to make this possible (Strategies). Canada’s advertising agencies will continue to grow in size and profits to better themselves, the consumers, and their client
The Ad and the Ego traces advertising's development from its largely descriptive 19th century origins
PR Newswire (February, 2004). L’Oreal’s Marketing Award Competition Offers Real-Life Brand Management Experience and Career Opportunities: Eight U. S. Teams Compete in the Global Competition. Retrieved 3/25/08 from: http://www.highbeam.com/doc/1G1-113191007.html
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19
Olper’s, however, stepped into the foray by launching a massive campaign that started off with an introductory slice-of-life television commercial featuring some of the biggest stars in Pakistan. Billboards went up at key locations in the major cities, and soon the brand had become a voice above the media clutter—a voice that differentiated Olper's brand from the others.