SC7744 Introduction to Business Ay2015/2016
Continual Assessment 2 (CA2)
Case Study on Ogilvy & Mather
The History of Ogilvy & Mather
“Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny.” - David Ogilvy
Ogilvy & Mather was founded by David Ogilvy in 1948 in New York. As Ogilvy & Mather expands over the years, it has now more than 450 offices in 169 cities and it is now one of the eight largest advertising networks in the world.
In 1989, WPP Group acquired Ogilvy & Mather for $864 million. WPP plc is a British advertising and public relations company that is established in many countries. It is the world's largest advertising company by revenues, …show more content…
Which they delivered thousands of cans of Coke to the construction sites workers, as a refreshment for them to cheer them up on their jobs and lift their spirits. Along with each can of Coke, comes with a message of gratitude towards their hard work. However, recently, it did the infamous “Moms and Maids” campaign.
“Moms and Maids” is a local campaign that was done by Ogilvy & Mather Singapore along with non-profit organisation, The Transient Workers Count Too in April, 2015. The video went viral, it was released on 22 April 2015, which has been only slightly over a month but it has received almost 800k views up to date.
The content of the video includes interviews with mothers, children and their maids. Through a series of questions and answers, it shows that domestic workers understand their employers' children better than their employers. Some of the audiences, pointed out that the objective of the video was unclear as it does not show how the maids knowing the children better is related to them deserving their one day …show more content…
However, the unintended message – portraying mothers in a bad light or shaming the mothers was the one that draws the public’s attention. When “Moms and Maids” were searched on search engines, the top searches were all negative responses by the public.
A working mother Natasha Nair who disagreed with the direction of the advertisement says, “The ad does not drive home the point that maids need a day off. It could have worked better if the story was a more direct one where we could understand the plights of the maids. Everyone needs a day off. The ad simply comes across as mothers needing to be less busy and more present with their children,”
In my personal opinion, it shows that Ogilvy & Mather is relevant and influential as the product received many views in such a short period of time. Which reflects that it is a successful company, however, they could still improve on their advertising by catering to the public’s needs. So that instead of having a well-known campaign with many negative response, they could work towards creating their future campaigns that is accepted and fond by the public.
Ogilvy & Mather’s
Continual Assessment 2 (CA2)
Case Study on Ogilvy & Mather
The History of Ogilvy & Mather
“Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny.” - David Ogilvy
Ogilvy & Mather was founded by David Ogilvy in 1948 in New York. As Ogilvy & Mather expands over the years, it has now more than 450 offices in 169 cities and it is now one of the eight largest advertising networks in the world.
In 1989, WPP Group acquired Ogilvy & Mather for $864 million. WPP plc is a British advertising and public relations company that is established in many countries. It is the world's largest advertising company by revenues, …show more content…
Which they delivered thousands of cans of Coke to the construction sites workers, as a refreshment for them to cheer them up on their jobs and lift their spirits. Along with each can of Coke, comes with a message of gratitude towards their hard work. However, recently, it did the infamous “Moms and Maids” campaign.
“Moms and Maids” is a local campaign that was done by Ogilvy & Mather Singapore along with non-profit organisation, The Transient Workers Count Too in April, 2015. The video went viral, it was released on 22 April 2015, which has been only slightly over a month but it has received almost 800k views up to date.
The content of the video includes interviews with mothers, children and their maids. Through a series of questions and answers, it shows that domestic workers understand their employers' children better than their employers. Some of the audiences, pointed out that the objective of the video was unclear as it does not show how the maids knowing the children better is related to them deserving their one day …show more content…
However, the unintended message – portraying mothers in a bad light or shaming the mothers was the one that draws the public’s attention. When “Moms and Maids” were searched on search engines, the top searches were all negative responses by the public.
A working mother Natasha Nair who disagreed with the direction of the advertisement says, “The ad does not drive home the point that maids need a day off. It could have worked better if the story was a more direct one where we could understand the plights of the maids. Everyone needs a day off. The ad simply comes across as mothers needing to be less busy and more present with their children,”
In my personal opinion, it shows that Ogilvy & Mather is relevant and influential as the product received many views in such a short period of time. Which reflects that it is a successful company, however, they could still improve on their advertising by catering to the public’s needs. So that instead of having a well-known campaign with many negative response, they could work towards creating their future campaigns that is accepted and fond by the public.
Ogilvy & Mather’s