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Service Strength

2021-06-04 来源: 51Due教员组 类别: Essay范文

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Service Strength

Brand recognition

David Ogilvy built Ogilvy & Mather in 1948, after 70 years Ogilvy & Mather is now recognized as one of the eight biggest advertising networks in the world with more than 450 global offices in over 169 cities. Ogilvy have been named as Network of the Year by the Cannes Lions International Festival of Creativity for the last five consecutive years, while Effie Worldwide had named Ogilvy & Mather as the most effective agency network in 2016 and second most effective agency network in 2017(Effie Index, 2017). Ogilvy has provided award-winning service to its client include many famous brand in various industry, such as Ford, American Express, Ikea and etc. (Effie index, 2017). Because of their effectiveness on marketing services, Ogilvy also become example of success advertisement design and marketing techniques, thus Ogilvy hold great brand recognition among global business clients and future participants. With increasing trend of using digital and social media for marketing and promotion around the world, Ogilvy also produced social media Campion for multiple brands including Dove’s “Real beauty Campion” that was well perceived among audiences and recognized as the most viral ad of all time by Business insider in 2013 (Laura, 2013).

 

Global Presence

As mentioned above, Ogilvy has global offices in over 169 cities and around 120 countries. Its global presence has also secured Ogilvy possibilities to continue provide services to their clients over the world. Ogilvy also launched Global 360 Degree Brand Stewardship program to partner with local intelligence to leverage into global market (Ogilvy, 2017). With strong brand recognition and well reputation from its global presence, Ogilvy was able to attract talent around the world. From Effie Index, Ogilvy had advertisement campaign awarded from Bulgaria, Brazil to United States, which proved Ogilvy’s effectiveness on marketing does not limited to specific region but on the global scale.

 

Range in service

Ogilvy & Mather has a board service range with a number of business unit focuses on different area. While its main service includes advertising, public relations, digital media and etc., Ogilvy also willing to engage in other specialty practices besides its main service area. Including #OgilvyChange in London that specialize in behavioral sciences practice and OgilvyAmp (short for "amplify") designed to respond to client’s needs that related to data planning and analytics (The new yok times, 2014). The wide range of service area had diversified Ogilvy’s business portfolio, also Ogilvy has take “agile” method to adapt to the changing business environment with attempt to respond to clients need by open new business unit within Ogilvy & Mather.

 

Organization culture

Ogilvy’s organizational culture was under heavy influence of the founder, its slogan had “Only first class business, and that in a first class way.” from its founder David Ogilvy. From Ogilvy’s website, it asked, “Are you our next ‘giant’?” for recruitment, it also quoted “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” from David Ogilvy again (Ogilvy, 2017). Ogilvy provides new employee training booklet with Ogilvy’s ideal and teaches young advertising professionals on principle of marketing and researches example (Ronan, 2009). The strong influence from funders able united all employees in Ogilvy and with proper employee training programs, Ogilvy able to create a learning organization that continuously identified new trend and customer’s demand.

 

Service weakness

Hostile environment

Ogilvy’ service volume is highly depending on economic condition, where the propensity of spending on marketing and promotion is depended on the income of Ogilvy’s customers, therefore, during the times of recession, Ogilvy’s financial resources would be limited and may suffer loses because of economic downturn. Also, Ogilvy faces strong competitions, especially competitions from its parent company group WPP, the Effie Index has named WPP as the most effective agency holding groups, the major competition of Ogilvy includes BBDO, which ranked as the most effective agency of 2017 and McCann World group. Advertising is cut throat business, the many competitive on price and services, as of today, the increasing sense of legal protection against discrimination of any kind promotes people to file law suits if they felt violated by advertisement. Ogilvy has experienced such situation in India and Africa during 2014 (Culler, CNN, 2014).

 

Evolution industry

The increasing use of social media and newly evolved influencers on the social network has its impact on traditional marketing companies. Where promotion through social media is considered as cheap and more effective. Influencers on social media have become the new agent of advertisement and promotions in a more effective way than tradition marketing campaign.

 

Service opportunity

 New revenue sources

The use of social media promotion is an increasing trend in marketing companies that provides a new and viable source of revenue. This also provides opportunity to penetration global market through vital business partnership. Ogilvy does not necessarily set a physical new office but able to provide services through Internet to its client.

 

Accurate analysis

Data mining techniques provide opportunity for accurate customer definition and accurate analysis on the effectiveness of the marketing material. The use of big data in varies industry helped analyze customers preferences that allows manufacture to predict customers buying pattern and consumer behavior, which would be a grate leverage for Ogilvyamp and #OgilvyChange (The New York Times, 2014). The accurate analysis on target customer group would also increase the effectiveness of marketing campaign, with powerful research tools, Ogilvy would be able to crate marketing campaign that bot creative and effective.


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