AUXILIARIES TO TRADE

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AUXILIARIES TO TRADE:

PROFILE OF AN ADVERTISING AGENCY AUXILIARIES TO TRADE SOUMYA MISRA CLASS XI-I

PowerPoint Presentation:

For the purpose of this presentation, I aim to look at OGILVY AND MATHER, an advertising agency.

WHAT IS ADVERTISING?:

Advertising is a paid, non-personal form of communication by an identified sponsor It is used to encourage the consumers to buy the products or services being offered in the market Advertising uses persuasive language and catchphrases and aims to emotionally appeal to the audience WHAT IS ADVERTISING?

WHAT IS AN ADVERTISING AGENCY?:

An advertising agency is a business dedicated to creating, planning and handling advertising and promotion for its clients The first acknowledged advertising agency was William Taylor, set up in 1786 Ad agencies can be generalized, specialized, in-house or social media agencies; depending on the type of work they handle WHAT IS AN ADVERTISING AGENCY?

OGILVY AND MATHER:

WORLD HISTORY Ogilvy was launched in New York in 1948 with a staff of 2 and no clients It was set up by David Ogilvy, who is considered the father of advertising Ogilvy is currently ranked 11 th in the world OGILVY AND MATHER

WHO WAS DAVID OGILVY?:

David Ogilvy is considered the Father of Advertising and a pioneer of the craft. His book “Confessions of an Advertising Man” is still considered a bestseller. Ogilvy dabbled as a chef in Paris, a social worker in Edinburgh, a door-to-door salesman and a research associate before finally realizing his calling. WHO WAS DAVID OGILVY?

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Ogilvy & Mather has been instrumental in the growth of brands like: American Express BP Ford Barbie Maxwell House IBM Kodak Nestle Cadbury Pond’s Dove

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BRANDS ASSOCIATED WITH OGILVY & MATHER WORLDWIDE

ICONIC CAMPAIGNS:

Ogilvy & Mather created some memorable campaigns which helped the sponsors touch new heights in sales and product recognition. We will now look at 3 case studies regarding the same: Rolls Royce Dove Hathaway shirts ICONIC CAMPAIGNS

ICONIC CAMPAIGNS:

Rolls Royce gained recognition with the tag line which said: “At 60 miles an hour the loudest noise in this new Rolls Royce comes from the ticking of its electric clock” The ad was popular because it gave the specifics of speed of the car. The emotional association with the ad was high as the use of the word ‘noise’ meant that driving would be a peaceful experience. ICONIC CAMPAIGNS

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Similarly, Dove’s advertisement created a niche market for the product by selling it as made of “One quarter moisturizing milk- It creams your skin while you wash” The sale of Dove soaps immediately skyrocketed after this advertisement became popular.

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The Man in the Hathaway Shirt was another famous campaign which showed a man wearing the shirt with a patch covering his eye. The campaign ran for 25 years and lent great support to the Hathaway company which came to be recognized through the eye patch. It is believed that the eye patch lent a sense of sophistication and people perceived the shirt as “high quality” material. C onsumer demand for the shirts reached phenomenal levels.

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OGILVY & MATHER IN INDIA Ogilvy & Mather was incorporated in India in 1928 under the name DJ Keymer & Co. Ltd Ogilvy was the first advertising agency in India and enjoys a good standing even now Piyush Pandey is the Executive Chairman and Creative Director of Ogilvy & Mather in India

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NEW DELHI KOLKATA HYDERABAD YDERABAD CHENNAI BENGALURU MUMBAI OGILVY & MATHER OFFICES IN INDIA NEW DELHI KOLKATA CHENNAI BENGALURU

CLIENTS IN INDIA:

Vodafone Zoozoo Hindustan Hindi Paper Nehru Zoological Park CEAT Cadbury Tata Sky- Poochne mein kya jaata hai campaign Bajaj Pulsar Asian Paints Fevicol CLIENTS IN INDIA

BRIEF OVERVIEW:

The company is owned by WPP plc and is a public limited company It operates 450 offices in 120 countries and has about 18,000 employees. As of October 2011, the CEO of Ogilvy & Mather was Miles Young Piyush Pandey is the Executive Chairman and Creative Director of South Asia Ogilvy & Mather India BRIEF OVERVIEW

BUSINESS UNITS:

Ogilvy & Mather has the following business units in India: Ogilvy Advertising OgilvyOne Ogilvy Action Ogilvy Business Network and Public Relations Neo@ogilvy Ogilvy Healthworld BUSINESS UNITS

CURRENT STANDING:

The company’s India arm has been the No.1 advertising agency in India for the past 10 years. The Brand Equity Agency Reckoner has ranked Ogilvy India as No 1 agency 4 times since this benchmarking survey has been initiated I n 2006, Ogilvy India was placed in the No 1 spot on all 7 parameters of Creative, Client Servicing, Account Planning, Employee Satisfaction, Business Development, Leadership and Partnering with Clients. CURRENT STANDING

CONTROVERSIES:

2004 A reportedly discarded video ad for the Ford Hatchback was leaked online. It showed a life like cat being decapitated by the car’s sun roof. This sparked outrage among animal rights activists. 2005 Two former directors of the company were convicted of one count of conspiring to defraud the government and nine counts of filing false claims for Ogilvy over-billing advertising work done for the U.S. Office of National Drug Control Policy account. CONTROVERSIES

PowerPoint Presentation:

Ogilvy also has been involved with the notorious Asia Pulp and Paper, a large logging company that has been convicted of illegal logging in three countries, and recently has built roads illegally into the last remaining habitats of the critically endangered Sumatran Tiger, but spent large sums on global advertising campaigns claiming 'sustainability beyond compliance'

CONCLUSION:

With liberalization and privatization, the need for advertising has greatly increased Companies like Ogilvy & Mather, Lowe Lintas, J Walter Thompson are some of the pioneers in the field of advertising and related promotions The Ogilvy India arm may continue to dominate the market because of its success in understanding the pulse of the nation. CONCLUSION

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