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1、HistoryeditOgilvy & Mather was founded in 1948 by David Ogilvy. After a short and successful career in sales Ogilvy had been employed in London in 1935 by his brother Francis Ogilvy at the British ad shop Mather & Crowther which had been founded by Edmund Mather in 1850.1 Mather & Crowther sent Davi
2、d Ogilvy to the US in 1938. Following a ten year gap during which time he worked in research, for British Intelligence duringWWII and a sabbatical period, Ogilvy in 1948 started a US agency with the backing of Mather & Crowther, who by then had merged with the Benson agency group in the UK. Ogilvy o
3、pened his US shop as Hewitt, Ogilvy, Benson, & Mather in Manhattan with a staff of two and no clients.2 The company became a leading worldwide agency by the 1960s.citation needed Central to its growth was its strategy of buildingbrands such as American Express, BP, Ford, Barbie, Maxwell House, IBM,
4、Kodak, Nestl, Cadbury and Unilever brands Ponds and Dove.3Ogilvy & Mather was built on Ogilvys principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.His entry into the company of giants starte
5、d with several iconic campaigns:The man in the Hathaway shirt with his aristocratic eye patch; The man from Schweppes is here introduced Commander Whitehead, the elegant, bearded Brit, bringing Schweppes (and Schweppervesence) to the United States.; At 60 miles an hour the loudest noise in this new
6、Rolls-Royce comes from the electric clock; and Pablo Casals is coming home to Puerto Rico, a campaign that Ogilvy said helped change the image of a country and was his proudest achievement. Only Dove is one-quarter moisturizing cream. This campaign helped Dove become the top selling soap in the U.S.
7、In 1989, The Ogilvy Group was purchased by WPP Group.ClientseditOgilvy & Mather board has produced work for a wide range of leading brands, including:American Express (since 1962)5British American Tobacco (since 1981)5Amway (since 2009)6Coca-Cola Company (since 2001)7Louis Vuitton (since 2006)Contro
8、versieseditOgilvy caused some controversy in 2004 when a reportedly discarded video advertisement for the Ford SportKa hatchback began spreading virally via email. The 40-second video, which shows a lifelike computer-generated cat being decapitated by the cars sunroof was apparently rejected by Ford
9、, but still made its way onto the internet, sparking outrage among bloggers and animal rights groups.2223Ogilvy also has been involved with the notorious Asia Pulp & Paper, a large logging company that has been convicted of illegal logging in three countries, and recently has built roads illegally i
10、nto the last remaining habitats of the critically endangered Sumatran Tiger, but spent large sums on global advertising campaigns claiming sustainability beyond compliance.24In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to
11、 defraud the government and nine counts of filing false claims for Ogilvy over-billing advertising work done for the U.S. Office of National Drug Control Policy account. In an e-mail, Seifert stated Ill wring the money out of the ONDCP, I promise. Seifert and Early were sentenced to 18 and 14 months
12、 in prison, respectively. Seifert also was ordered to pay a $125,000 fine, in addition to writing a code of ethics for the ad industry as part of 400 hours of community service. Ogilvy & Mather repaid $1.8 million to the government to settle a civil suit based on the same billing issues and continue
13、s to produce anti-drug spots for the government.25262728Ogilvy Government Relations, a wholly owned subsidiary of Ogilvy Public Relations, is credited with playing an instrumental role in killing the controversial 2005 bid by Chinese oil company CNOOC to buy Unocal Corporation, which would then go o
14、n to merge with Chevron Corporation, an OGR client.21The company was involved with a controversy in May 2009 when a Clio Award was given to a campaign for the A & E History Channel. One of the associated images compared the American deaths at Pearl Harbor with the Japanese deaths after the bombing o
15、f Hiroshima.29In September 2010, An Ogilvy & Mather produced radio ad for ARCO a U.S. based oil and gasoline company caused a controversy when the advertisement which used a sped up version of the Emergency Alert System header tones caused EAS decoders at radio stations across the country to unmute
16、and activate causing a false emergency message to be sent out to monitoring television and radio stations as well as local cable systems which had their programming locked out and replaced with the primary EAS stations emergency message which in this case ended up being the ARCO ad. The situation came to a head when one radio station reported that its EAS decode activated at least 5
