Pr

Ogilvy pr:

Introduction

Almost a quarter century ago, David Ogilvy shaped the foundation of Ogilvy Public Relations Worldwide. His philosophy, creativity and commitment to the clients and employees has helped Ogilvy PR in building associations with some of the world's leading companies and organizations, including BP, Pfizer, LG Electronics, CDC, Unilever, Novartis and Sun.

On September 3, 1980 Ogilvy & Mather created its subsidiary Ogilvy & Mather Public Relations Inc. (O&MPR). Ogilvy Public Relations Worldwide is an international communications firm and has a come a long way since its incorporation.

Over the years they have proven their ability to design and deliver successful campaigns, find creative solutions to challenging communications assignments and exceed client expectations. This has earned them a reputation of a valued partner and industry leader.

These qualities have been noted by the industry trade publications, and earned them rave reviews. They have been conferred with the title of "International Agency of the Year" by The Holmes Report for their work conducted in 2004. In 2004, their campaign "The Heart Truth" was named "Best in Show" at the SABRE Awards. Also, Ogilvy Public Relations Worldwide has been awarded with "Agency of the Year" status time and again (2004 Agency of the Year, Brain Magazine; 2002 Network of the Year Asia Pacific, PR Week; 2001 Agency of the Year, PR Week; and 2000 Agency of the Year, The Holmes Report).

At the time of incorporation they did not have many offices in United States or around the world. They were headquartered in New York and only had 1 office outside of the U.S. (at Kuala Lumpur, Malaysia) at the end of the year 1980.

Presently Ogilvy Public Relations Worldwide is headquartered in New York, with more than 60 offices located around the world. In the United States, they have offices in Atlanta, Cambridge, Chicago, Denver, Los Angeles, New York, Sacramento, San Francisco and Washington, DC. In the EAME region, they have 30 offices, with major hubs in London, Paris, Madrid and Dubai. In the Asia-Pacific Region, they have more than 20 offices in key locations including Beijing, Hong Kong, Tokyo, Sydney and Singapore. In India alone they have 4 offices located at Bangalore, Chennai, Mumbai and Delhi.

They claim that their true point of difference is their people and their passion for excellence in client services. Their approach and philosophy fosters an environment that enables strategic thinking and creativity. The staff's commitment, knowledge, drive, energy and enthusiasm, helps them to assist their clients succeed every day. The expertise of their staff enables them to offer a full range of communications services within seven global practices to their clients: Consumer Marketing, Corporate, Healthcare, Social Marketing, Public Affairs, Technology and Entertainment.

Values & Philosophy

Ogilvy Public Relations Worldwide approach and philosophy fosters an environment that enables strategic thinking and creativity. At Ogilvy PR, they have developed a set of values supporting their goal that they vow to uphold in their work every day. Through their values, they are:

* Dedicated to their clients' success

* Committed to working as partners

* Determined to achieve their potential

* Passionate about their work

* Focused on providing their best thinking

* Intent upon listening and learning

* Innovative and creative

* Ethical and responsible

* Dedicated to their people

* Dedicated to their success

Areas of expertise

The Brand Influencers

If you have been involved in branding a company, a product, a service or even a public education program during the last decade, you have quickly come to realize Figure 1, below, is a simplistic way of looking at brand communications. Frankly I'm not sure this model was ever in sync with reality, but it was the way branding was viewed up until the late 80s and by some into the mid 90s. It was a simple world back then--or at least they thought it was. A company created a product's brand image, brand attribute and brand promise. Then it communicated the brand--usually through advertising--directly to each of its target audiences.

Figure 1

Mass Communication

Transmission Model

Marketers slowly came to realize that "the company" was not the only holder to the "brand key." Marketers who continued to rely on the Transmission Model fell behind. They saw products like Levi lose their foothold on the blue jean market partly because there was more competition in the marketplace, but also because they did not realize other influencers were affecting the buying habits and brand loyalty of their traditional customers. More direct advertising wasn't the answer to Levi's troubles in the 80s and 90s, what Levi's needed was to identify who (in addition to the company itself) was influencing their marketplace and more importantly their products' image.

Smart marketers quickly embraced the Network Marketing model of brand building (Figure 2) in the late 80s. But when they did, they realized that the hard work had only just begun. Once they agreed that there are multiple influencers who affect a brand's position in the marketplace, they realized it was vitally important to identify each influencer and communications build programs to reach them--traditional advertising was only one tool and not always the most effective way to influence a specific target.

Figure 2

Network Marketing

Interconnection

Figure 2 is actually a simplistic 2-dimensional model of the interconnection between brand influencers. The model should actually be 3-dimensional and include arrows between and among all the target audiences--they influence each

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