| Ogilvy & Mather | 309 West 49th Street, New York, NY 10019 |
| www.ogilvy.com | (212) 237-4000 Fax: (212) 237-5123 |
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Trigger taglines
One of Madison Avenue's premier advertising firms, Ogilvy & Mather represents blue-chip clients like American Express, IBM, and Ford. Founded in 1948, Ogilvy & Mather's specialty today lies in its international services and "brand stewardship," a form of advertising that fosters consumer recognition of a particular product. Famous Ogilvy & Mather taglines include "Don't leave home without it" (American Express), "Good to the last drop" (Maxwell House Coffee), and "1/4 moisturizing cream" (Dove Soap).
It's all about the brand
To O&M, "the brand" is the most important consideration. The business is built around this concept, and even brands itself. O&M's red logo has been imprinted on everything from golf balls to boxer shorts, and every O&M office in the world features its trademark red carpeting. Also integral to the O&M philosophy is the notion of Worldwide Client Services (WCS), which was developed by David Ogilvy in the 1970s. The firm introduced its WCS group to integrate resources so that the agency could better serve global accounts. Recently, the firm strengthened its investment in the group, adding the latest communication technology and improving training and research. After updating itself, it was able to convince its clients to do the same: Only six of O&M's 15 major clients took advantage of the agency's international marketing capabilities in 1990, but today, all of them do.
History
Ogilvy & Mather first rose to prominence in 1950 with its eye-patched "Hathaway Man," an advertising tool for dress shirts that ran for the next 25 years. Founder David Ogilvy became an industry legend -- his book, Ogilvy on Advertising, became an advertising textbook -- and under his leadership the agency became one of the stars of the advertising world. O&M eventually merged with its former parent company, the British group Mather & Crowther. In 1989, a high-flying O&M was the target of a famous hostile takeover by WPP Group, the same holding company that controls J. Walter Thompson and Hill & Knowlton. But the agency declined the offer. As CEO Shelly Lazarus put it, "we could not get our name in the press without the word 'beleaguered' attached to it."
In 1992, WPP brought in Charlotte Beers as CEO, and things picked up, pronto. Beers left the agency in 1997, and was succeeded by Shelly Lazarus, who has easily sustained the agency's strong performance and continued growth. Today, O&M is the sixth-largest advertising agency group in the world, with 10,000 employees in 312 offices in 89 countries. It is one of the most cohesive international agency networks in the world, a point of reference in the industry, and the agency of choice for more of the Fortune Global 500 companies in more countries than any other agency network. 2000 could prove to be a banner year for O&M, as it has picked up the accounts of companies like Miller Lite, BP Amoco, and SAP. Additionally, it will be $300 million from the White House Office of National Drug Control Policy. In more somber news, founder David Ogilvy died in July 1999 at the age of 88.
In July 2000 OgilvyInteractive, the interactive division of the advertising firm, formed Ogilvy AsiaNet in a joint venture with AsiaNetCorp. Ogilvy AsiaNet will provide web development and advertising services in Hong Kong and Korea with an eye toward Taiwan and China.
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Ogilvy & Mather's massive website (you can view it in three languages) is located at www.ogilvy.com, and features an employment page with job descriptions, openings, and contact information. Applicants have the option to create and submit a resume online. The firm also uses headhunters and runs ads in newspapers and industry magazines. Sources say campus recruiting "is done on an office-by-office basis," so students should contact their school's career center for specifics. Though these are all great options, insiders strongly recommend using a contact within the company. They suggest making contacts through university faculty, school groups, fraternities/sororities, alumni, and friends
The company "makes a strong effort to make sure new hires are a good fit," says one source, "so expect several interviews with all possible players." Applicants may also be given "a series of tests and a case study to work on." Insiders advise aspirants to read Confessions of an Advertising Man, and Ogilvy on Advertising, both by company founder David Ogilvy; who is "sometimes revered" in the industry as "an icon of advertising."
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An industry standard
Ogilvy & Mather employees say that the firm's status as an "industry standard" makes it the "premier agency in the U.S." Throughout the world, the agency "has a great reputation as a trainer," and one source points out that "many Ogilvy alumni are in senior positions at other agencies." Furthermore, Ogilvy & Mather's "unmatched prominence" brings in "more exciting and challenging accounts" than any other firm. Employees say working for O&M is "taxing, but nonetheless fulfilling." They describe it as "one of the few large agencies with such a relaxed atmosphere" and say they enjoy the "a great sense of camaraderie." Each office is full of "interesting people from all over the world," who "represent many different points of view." But insiders remark that "What is most special is the shared culture you find in every office."
Plenty of perks
So what do Ogilvy's affable devotees wear to work? "That depends on what account you work for" says one source. "Creative is the most casual, and account management is the most buttoned up. Media falls right in the middle -- business casual." As for perks, "media buyers get the most because salespeople want to schmooze us!" These might include "tickets to concerts, games, and social events sponsored by various magazines." Some also enjoy complimentary subscriptions to magazines, and free products from the clients. Of course, along with the perks comes considerable stress. Insiders report working "long hours under pressure," and a few sometimes take work home.
Lots of women, but run by 'suits'
Women make up the majority at O&M, and employees are proud that theirs was the first firm in the industry to have one female CEO succeed another -- but they do acknowledge that to a large degree the company is "basically run by white male suits." The firm's size and scope, however, provide advancement opportunities to "just about anyone" who is willing to "sweat away the long, grueling workdays" that Ogilvy & Mather requires.
O&M is the target of an age discrimination lawsuit brought by a former Vice President who at one time was in charge of Mattel's 'Barbie' account. The 16-year company vet, claims that when asked why she was being demoted, she was told it was so "she could spend more time with her grandchildren".
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Direct advertising;Media buying;Research
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