Ogilvy & Mather is a New York City-based British advertising, marketing and public relations agency. Ogilvy & Mather started as a London advertising agency founded in 1850 by Edmund Mather, which in 1964 became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy. The company is part of the WPP Group, which is by revenue one of the largest marketing and communications companies in the world. The agency is known for its work with Dove, American Express, and IBM.
Ogilvy & Mather, Network of the Year at Cannes for five consecutive years, is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. Company is a part of the WPP Group.
Founder David Ogilvy wrote a manifesto setting out the company's culture titled, "What We Believe and How We Behave", which was included in his book Confessions of an Advertising Man. This continues to apply to Ogilvy's operations and is referenced on the company's website as of February 2016. Ogilvy laid out additional company ideals in a new employee "welcome booklet" and also in a recruiting brochure for employees, where he outlined expectations for Ogilvy employees as follows, "we are looking for gentlemen with ideas in their heads and fires in their bellies".
Ogilvy was also focused on teaching employees within the agency how to create good advertising and likened Ogilvy & Mather to a teaching hospital stating, "we look after clients, and we teach young advertising people". He used slide and film presentations called "magic lanterns" to teach advertising principles, setting out how these were based on research and showing examples. All employees were expected to attend these presentations. Ogilvy also provided employees with guidance through pithy memos that included advice about advertising and leadership. His memos included 39 "rules for ad writing", which called for copywriters to get to the point and to keep sentences short.
In 1968, he wrote a memo delivering his "principles of management" for Ogilvy & Mather staff. The memo included his thoughts on maintaining good morale and high professional standard and was incorporated into the company's management practices. Ogilvy's quotes, known as "Ogilvyisms" are regularly cited and considered relevant both within the agency and within the broader advertising industry. These quotes include: "Big ideas are usually simple ideas"; "The customer is not a moron. She is your wife. Don't insult her intelligence"; and "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals".
The agency takes on a number of pro-bono clients and works on corporate social responsibility campaigns on behalf of many of its clients. Ogilvy & Mather's clients include Amnesty International, Operation Smile, Global Media AIDS Initiative, and the WWF. Ogilvy developed a pro-same-sex marriage campaign for French nonprofit Tous Unis Pour L'Egalite that won a Webby Award for Corporate Responsibility in 2014. The campaign hosted same-sex couples getting married using Google Hangouts.
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