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Overview Of The Company: Ogilvy & Mather

1337 words - 6 pages

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 agency. Even though his role as Mr. Ogilvy's boss, Anderson Hewitt was not receiving detected at all. By 1953, Anderson was gone, and HOB&M converted into Ogilvy, Benson & Mather.
• Expansion, Innovation and Diversification
In 1955 O&M helped initiation of Unilever's Dove as '1/4 moisturizing cream'. In 1960, Shell Oil initiated an account, growing O&M's revenues by nearly 50%. Later, accounts were also secured from General foods, Bristol-Myers, and Lever Brothers, to term just a few. Through 1962 the agency's billings had increased intensely, and Ogilvy had proven himself as an innovator in the industry. Indeed, the 1960's and early 1970's manifest a period of expansion and modernization. In 1964 Ogilvy, Benson & Mather Inc. of New York fused with Mather & Crowther Ltd. of London to develop into Ogilvy & Mather International. In 1966 O&M turn into the first ad agency to go open on both the London and New York stock exchanges.
During the same period O&M also became more diverse in its range of advertising. It made campaigns for big companies, non-profit organizations (e.g., the World Wildlife Fund), whole nations (Puerto Rico, Singapore, France), and international customers whose markets were primarily external to the...

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