奥美公司英文简介.doc

History[edit] Ogilvy 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 David 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 opened 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, Kodak, Nestlé, Cadbury and Unilever brands Ponds and Dove.[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 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 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. In 1989, The Ogilvy Group was purchased by WPP Group. Clients[edit] Ogilvy Mather board has produced work for a wide range of leading brands, including: American Express (since 1962)[5] B