School Reports 2014: Ogilvy & Mather Advertising

Expedia
Expedia

Score: 6  Last year: 5

Ogilvy & Mather steadied itself last year and proved to be a hit at awards ceremonies. To replace the gap left after the former chief executive Hugh Baillie departed in 2012, Ogilvy & Mather hired Cheryl Giovannoni, a former executive at the agency and the chief executive of the WPP branding consultancy Landor Associates. Giovannoni, a bright and engaging South African, provided some much-needed stability. Rebecca Moody completed the leadership team alongside the creative chief, Gerry Human.

The agency won a place on the Government roster as part of Ogilvy Group and then picked up an advertising brief from the Treasury to promote the right-to-buy initiative. Other new-business successes included a brief from Coca-Cola and work for New Look. Ogilvy was less lucky with its client Motorola, which Google bought, and Kodak, which entered administration.

Creatively, the agency had a resoundingly successful year. For the first time, it was the most-awarded UK agency at Cannes. Ogilvy & Mather was also Campaign’s Press and Radio Agency of the Year at the Big Awards, with work for its client Expedia winning multiple gongs.

To prove some of its doubters wrong and really demonstrate the depth of its creative ability, Ogilvy & Mather needs to win more awards for more diverse and big-budget campaigns in 2014. Then, it can claim that the transformation at Cabot Square is complete.

How Ogilvy & Mather Advertising rates itself: 7

Ogilvy & Mather Advertising's year in a Tweet: Record awards for @ogilvyuk in 2013 inc. top UK agency @cannes_lions AND @cocacola @newlookfashion and @helptobuy wins #bringon2014

Ogilvy & Mather Advertising
Type of agency Advertising
Company ownership WPP
Key personnel Cheryl Giovannoni chief executive
Gerry Human chief creative officer
Rebecca Moody chief strategy officer
Nielsen billings 2013 £124m
Nielsen billings 2012 £131m
Declared income n/s*
Total accounts at year end 25
Accounts won 3 (biggest: n/s)
Accounts lost 0
Number of staff 286 (+4%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

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