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User:Heatherer/Ogilvy & Mather Major work

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[1] [2] [3] [4] [5]

Major work

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Early ads

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One of Ogilvy & Mather's first accounts was Guinness, which tasked the agency with introducing the beer to an American audience. In 1950, "The Guinness Guide to Oysters" appeared as a magazine advertisement that outlined nine kinds of oysters and their characteristics. The advertisement was successful, and several other pairing guides, including birds and cheeses, followed it.[1][6]

In 1951, "The Man in the Hathaway Shirt", an advertisement created for C. F. Hathaway Company, was first published in the The New Yorker. It immediately increased sales for the company and more ads followed. Each featured George Wrangel, a middle-aged man with a mustache and an eye patch. The eye patch was a prop found by David Ogilvy to give the ad what he called "story appeal". Ambassador Lewis Douglas, who wore an eye patch, inspired the concept. The Hathaway man's eye patch has since been referred to in popular culture and other advertisements.[7][8]

To familiarize Americans with Schweppes, the agency created a spokesman named Commander Whitehead. Edward Whitehead, who was the company's president, was introduced as the Commander in a 1952 advertisement, which showed him arriving in New York with a briefcase labeled as the secrets of Schweppes.[9] The campaign resulted in Schweppes becoming the standard tonic used in the country. The campaign continued into the 1960s.[2]

In the 1950s, Ogilvy was hired to increase business in Puerto Rico. The agency created a coupon for businesses that laid out tax advantages of establishing a presence on the island. Approximately 14,000 businesses mailed in the coupon and the territory's foreign industry increased.[10] Following this, David Ogilvy helped Puerto Rico's governor establish and advertise the Casals Festival of Music.[11] The agency created ads using visually captivating images to position the island as a paradise.[12]

In 1952, Ogilvy & Mather launched a campaign to increase tourism for the British Tourist Authority. The "Come to Britain" campaign replaced drawings with photographs of the picturesque countryside. The advertisements resulted in the tripling of tourism to the UK.[1][13]

After the agency was assigned the Rolls Royce account in 1959,[3] David Ogilvy spent three weeks meeting with engineers and researching the car.[14] The resulting advertisement featured the headline "At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock", which Ogilvy took (and credited) from a journalist's review.[2] The rest of the copy outlined 11 of the car's distinguishing features and benefits.[4] The advertisement became one of Ogilvy's most famous.[5][3] Ogilvy joked that the ad "sold so many cars we dare not run it again."[14]

American Express

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American Express has been an Ogilvy & Mather client since the 1960s.[15] The agency launched the company's "Do You Know Me" campaign in 1974, which focused on the prestige of carrying an American Express card. Each advertisement described the accomplishments of semi-recognizable celebrities who used the card. Their identities were revealed at the end. The campaign emphasized that even if even if a person was not immediately recognizable, their American Express credit card would be. The campaign ran until 1987.[16][17]

A campaign called "Portraits" followed "Do You Know Me". "Portraits" showed card-carrying personalities like Tip O'Neil and Ella Fitzgerald in leisure activities.[17] The campaign was photographed by Annie Leibovitz and named "Print Campaign of the Decade" by Advertising Age in 1990.[18][1]

Ogilvy & Mather launched the slogan "My Life. My Card." in 2004 with ads featuring celebrities such as Ellen DeGeneres and Tiger Woods.[19] In 2008, American Express won a trademark claim that the company had taken the slogan from a consultant.[20]

Merrill Lynch

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Ogilvy & Mather won Merrill Lynch's print and television advertising business in the late 1960s. In 1971, the agency suggested using a bull as symbol of the company. The visual became the company's logo. The campaign "Bullish on America" debuted in a TV spot during the 1971 World Series, and print ads in 25 magazines followed. Within eight weeks, the perception of Merrill Lynch as the best investment firm among upper-class men went from 19% to 28%.[21]

IBM

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Ogilvy & Mather replaced multiple agencies to become IBM's sole agency for all of the company's marketing and branding efforts in 1994. The worldwide campaign "Solutions for a Small Planet" was launched to help rebrand the company.[22]

Ogilvy began creating advertisements under the campaign "Smarter Planet" in 2008. The ads showcased world issues like energy, traffic, food, infrastructure, retail, and banking, and described how IBM was contributing to their improvement.[23] The campaign won a Global Gold Effie in 2010.[24] The second phase of the campaign called "Made with IBM" began in 2014 and showcased work other companies have created using IBM technology.[25]

Incredible India

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Ogilvy & Mather India created the slogan "Incredible India" for the country's Ministry of Tourism in 2002. The campaign targeted an international audience and aimed to boost tourism. The initial advertisements highlighted the breadth of Indian culture and resulted in an increase of two-to-three million tourists per year.[26] As of 2015, the slogan is still in use.[27]

Dove

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Dove became an Ogilvy & Mather client in the 1950s, and the agency developed the brand's "1/4 cleaning cream" messaging.[28] In 2004, the agency launched the Dove Campaign for Real Beauty, a marketing campaign that focused on redefining society's pre-set definitions of "beauty". As of 2015, the campaign is still being used and was ranked first on Advertising Age’s list of "Top Ad Campaigns of the 21st Century" in 2015.[29]

The campaign has featured multiple advertisements, workshops, and events. Among the most notable have been a 75-second spot called Evolution and a short film called Sketches.[29] Evolution was a viral video released in 2006 by Ogilvy, Toronto that used time-lapse to show the process of photo manipulation through make-up, lighting, and Adobe Photoshop. The video won a Grand Prix in both the cyber and film categories at Cannes Lions International Festival of Creativity in 2007.[30] In Sketches, released in 2013, a sketch artist draws women based on self-descriptions and descriptions from other women to compare their distorted views of themselves with how others view them. The film earned over 114 million views online and Business Insider noted it as the most viral ad of all time in 2013.[31]

Controversial ads

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An online video created by Ogilvy & Mather U.K. as viral marketing for the Ford SportKa hatchback spread by email in 2004, despite being rejected by Ford. The 40-second video, which showed a lifelike computer-generated cat being decapitated by the car's sunroof, led to criticisms from bloggers and animal rights groups. Both companies apologized for its release and launched investigations into how the video was leaked.[32][33]

In 2014, Ogilvy India created "Bounce Back", a campaign for Indian mattress company Kurl-On that illustrated the stories of well-known figures who "bounced back" from adversity. The low point of each narrative arc showed the person rebounding off of a Kurl-On mattress. One of the ads featured Malala Yousafzai and depicted her being shot. The ad was criticized in the media and Ogilvy & Mather issued a public apology to Yousafzai and her family.[34][35] Also in 2014, Ogilvy & Mather apologized following complaints about the racial implications of an advertisement it created for a South African charity Feed a Child. The advertisement portrayed a black boy being fed like a dog by a white woman.[36]

  1. ^ a b c d Ninart Lui (January 5, 2009). "Ogilvy & Mather Worldwide 60th Anniversary". DesignTAXI. Retrieved 3 September 2015.
  2. ^ a b c "Ogilvy & Mather Worldwide". Advertising Age. September 15, 1999. Retrieved 3 September 2015.
  3. ^ a b c Constance Hays (July 22, 1999). "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies". The New York Times. Retrieved 3 September 2015.
  4. ^ a b John McDonough (September 21, 1998). "Ogilvy & Mather at 50 -- The 'House that David built' still lives by his precepts: 3 of 4". Advertising Age. Retrieved 3 September 2015.
  5. ^ a b Myrna Oliver (July 22, 1999). "David Ogilvy; Legendary Figure of the Ad Industry". Los Angeles Times. Retrieved 3 September 2015.
  6. ^ Roman 2009, p. 86
  7. ^ Emma Bazilian (September 21, 2011). "Calling Mr. Hathaway Saks and Fairchild's 'Footwear News' revive David Ogilvy's eye patch icon". Adweek. Retrieved 14 December 2015.
  8. ^ Roman 2009, p. 90
  9. ^ Roman 2009, p. 92
  10. ^ Roman 2009, p. 94
  11. ^ Roman 2009, p. 95
  12. ^ Stuart Elliott (December 3, 2009). "Puerto Rico Revives a 50-Year-Old Campaign". The New York Times. Retrieved 14 December 2015.
  13. ^ Roman 2009, p. 136
  14. ^ a b Roman 2009, p. 99
  15. ^ Roman 2009, p. 137
  16. ^ Allen P. Adamson (2007). BrandSimple: How the Best Brands Keep it Simple and Succeed. Palgrave Macmillan. pp. 33–35. Retrieved 14 December 2015.
  17. ^ a b Leslie Savan (2010). The Sponsored Life: Ads, TV, and American Culture. Temple University Press. pp. 141–142. {{cite book}}: |access-date= requires |url= (help)
  18. ^ Ann M Mack (March 15, 2002). "American Express Kicks Off New Corporate Campaign". Adweek. Retrieved 14 December 2015.
  19. ^ Eric Dash (July 28, 2005). "American Express Sued Over Advertising Tagline". The New York Times. Retrieved 14 December 2015.
  20. ^ Ryan Davis (February 5, 2008). "AmEx Prevails In "My Life. My Card." Trademark Suit". Law360. Retrieved 14 December 2015.
  21. ^ Winthrop H. Smith, Jr (2014). Catching Lightning in a Bottle. John Wiley & Sons. Retrieved 14 December 2015.
  22. ^ Allen P. Adamson (2007). BrandSimple: How the Best Brands Keep it Simple and Succeed. Palgrave Macmillan. pp. 56–58. Retrieved 14 December 2015.
  23. ^ Joel Makower (January 3, 2009). "Behind IBM's Quest for a 'Smarter Planet'". GreenBiz. Retrieved 14 December 2015.
  24. ^ Jon Miller, Lucy Parker (2015). Everybody’s Business: The unlikely story of how Big business can fix the world. Jaico Publishing House. Retrieved 14 December 2015.
  25. ^ Seth Fineberg (April 11, 2014). "IBM Launches Updated Smarter Planet Effort During Masters". Advertising Age. Retrieved 14 December 2015.
  26. ^ "`Incredible India' campaign has run its course: Experts". Deccan Herald. October 22, 2011. Retrieved 14 December 2015.
  27. ^ "Incredible India appeals to nation's pride, to elevate stature abroad". Campaign India. July 1, 2015. Retrieved 14 December 2015.
  28. ^ Roman 2009, p. 98
  29. ^ a b "Top Ad Campaigns of the 21st Century". Advertising Age. 2015. Retrieved 14 December 2015.
  30. ^ Mark Sweney (June 25, 2007). "Dove ad wins Cannes film prize". The Guardian. Retrieved 14 December 2015.
  31. ^ Laura Stampler (May 22, 2013). "How Dove's 'Real Beauty Sketches' Became The Most Viral Video Ad Of All Time". Business Insider. Retrieved 14 December 2015.
  32. ^ Elizabeth Day (April 4, 2004). "Decapitated cat video backfires on Ford". The Daily Telegraph. Retrieved 14 December 2015.
  33. ^ Mark Morford (May 5, 2004). "Very Funny Cat Decapitations / Is it OK to laugh when small European cars maim cute fuzzy animals? A perspective check". San Francisco Chronicle. Retrieved 14 December 2015.
  34. ^ Jeff Beer (May 13, 2014). "The least creative thing of the day: this ad uses Malala Yousafzai to sell mattresses". Fast Company. Retrieved 14 December 2015.
  35. ^ Rebecca Cullers (May 16, 2014). "Ogilvy Apologizes for Shooting Malala Yousafzai in Mattress Ad Work from India is shockingly crass". Adweek. Retrieved 14 December 2015.
  36. ^ "Ad showing black boy being fed like dog faces no action - CNN.com". CNN. 2014-07-11. Retrieved 2015-09-04.
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