Ogilvy Worldwide is the world’s eighth-largest brand-building network, currently employing over 10,000 people in 450-plus offices.

The Ogilvy Group in the UK is one of the industry’s biggest communications groups, offering expertise across virtually every communication discipline from advertising and direct marketing, CRM and interactive to packaging and design.

Ogilvy has been wholly owned by WPP, one of the world’s largest and most prominent advertising and media services groups, since 1989.

David Ogilvy founded the agency that would later become Ogilvy & Mather, in New York in 1948. Starting with no clients and a staff of two, he built the company into one of the most prominent advertising networks in the world.

Over the past 50 years, Ogilvy has helped to build some of the world’s most recognisable brands: American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House among them, and more recently, IBM, BP and Kotex.

Ogilvy & Mather was built on David Ogilvy's principles: in particular, that the function of marketing communications is to sell, and that the successful marketing of any product – whatever the communication channel – is based on insights into consumers and their lives.

The agency has built up a history and reputation for being ‘brand stewards’, having looked after some of its clients’ brands for many years. Clients such as GlaxoSmithKline, Kimberly-Clark, Unilever and Ford have entrusted many of their brands to the agency for over 25 years.

Ogilvy’s promise and main offering is its unwavering focus on brands via its 360 Degree Brand Stewardship philosophy. This proprietary approach involves taking a holistic look at communications and using what is necessary from each discipline to build a brand, with all communications reflecting the same deep insight. The company does not make assumptions about which media should make up the communications mix or assume that the answer to a business problem is always to be found in an advertising idea.

360º Brand Stewardship starts with a big brand idea that is empowered and made bigger still through the means of delivery. The technique is practised by all Ogilvy offices on a local and global basis. Taking a 360 degree view of a brand helps Ogilvy to organize its insights, understand fully the relationship with the consumer and articulate its essence to provide the starting point for all communication.

360° Brand Stewardship provides Ogilvy’s point of view and gives the agency direction in its mission, “To be most valued by those who most value brands”. Worldwide Chairman and Chief Executive Shelly Lazarus says: “It distinguishes the agency from the competition in its theoretical underpinnings, and, perhaps more importantly, in the demonstration of its value for particular clients. It provides strategy and context for its work.”

Across the globe, Ogilvy has marshalled its multi-disciplinary resources to develop 360° campaigns for numerous clients, notably American Express, IBM, Motorola and BP. In each case a total branding idea was developed through close collaboration between client and agency, resulting in campaigns that impact on consumers at each point of contact between themselves and the brand. In the case of Lucozade in the UK, to cite one example, the agency successfully managed to reposition the brand from one perceived exclusively as an aid to convalescence, to an everyday drink that gives you an energy boost. In the 20 years of Ogilvy’s tenure as brand steward on Lucozade, its UK annual sales figure has increased by some 1,200%, making it the country’s third best-selling soft drink.

Ogilvy Group UK
10 Cabot Square
Canary Wharf
London E14 4QB

T: 0207 345 3000
F: 0207 345 9000
W: www.ogilvy.co.uk

Contact: Paul Jackson, CEO, Ogilvy & Mather London