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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Ogilvy and Mather India – The Creative Advertising Juggernaut Continues to Dominate

Publication Year : 2010

Authors: M Desai, A Syed

Industry: Services

Region:India

Case Code: MCS0023IRC

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Ogilvy and Mather, an advertising agency in India has earned an enviable reputation through its work and performance in the advertising industry. The agency is regarded as almost a household name for marketing and communications by the general public as well as the business community. O&M has mushroomed all over the country and has earned hefty profits. The agency is viewed as a representative of the advertising industry's view in India. The agency has been well known for building and sustaining strong brand equity. The group has been serving its clients relentlessly over many years and still continues to do so. O&M has successfully evolved with the changing times and has emerged as a winner always, even when faced with immense competition from other players. It has continuously maintained the top position in the country due to its performance in brand equity. The case discusses advertising in India. It also focuses on the various dimensions and success factors of O&M India, due to its position in the advertising market.

Pedagogical Objectives:

    This case study can be used:

  • To analyse the Indian advertising industry
  • To analyse the reasons for the success of Ogilvy and Mather (India) advertising agency
  • To understand how the agency could build and sustain strong brand equity

Keywords : Ogilvy and Mather, India, Brand building, Competition, Advertising, Direct marketing, Brand equity, 360 degree brand, Piyush Pandey, First mover advantage

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