奥美公司英文简介奥美公司英文简介.doc

History[HYPERLINK /w/index.php?title=Ogilvy__Matheraction=editsection=1edit] Ogilvy Mather was founded in 1948 by HYPERLINK /wiki/David_Ogilvy_(businessman)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.HYPERLINK /wiki/Ogilvy__Mather#cite_note-1[1] Mather Crowther sent David Ogilvy to the US in 1938. Following a ten year gap during which time he worked in research, for HYPERLINK /wiki/Secret_Intelligence_ServiceBritish Intelligence duringHYPERLINK /wiki/WWIIWWII 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 opened his US shop as Hewitt, Ogilvy, Benson, Mather in Manhattan with a staff of two and no clients.HYPERLINK /wiki/Ogilvy__Mather#cite_note-Ogilvy_.26_Mather-2[2] The company became a leading worldwide agency by the 1960s.[HYPERLINK /wiki/Wikipedia:Citation_neededcitation needed] Central to its growth was its strategy of buildingHYPERLINK /wiki/Brandbrands such as HYPERLINK /wiki/American_ExpressAmerican Express, HYPERLINK /wiki/BPBP, HYPERLINK /wiki/FordFord, HYPERLINK /wiki/BarbieBarbie, HYPERLINK /wiki/Maxwell_HouseMaxwell House, HYPERLINK /wiki/IBMIBM, HYPERLINK /wiki/KodakKodak, HYPERLINK /wiki/NestléNestlé, HYPERLINK /wiki/CadburyCadbury and HYPERLINK /wiki/UnileverUnilever brands HYPERLINK /wiki/PondsPonds and HYPERLINK /wiki/Dove_(toiletries)Dove.HYPERLINK /wiki/Ogilvy__Mather#cite_note-3[3] Ogilvy 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 started with several iconic campaigns: The man in the HYPERLINK /wiki/C._F._Hathaway_CompanyHatha