Campaign India Agency Report Card 2010: O&M

Type of agency Advertising

Company ownership WPP

Key personnel Piyush Pandey, executive chairman, SN Rane, co-executive chairman and COO, India and South Asia, Madhukar Sabnavis, country head, discovery and planning, regional director, thought leadership, Abhijit Avasthi and Rajiv Rao, national creative director(s) 

Accounts won ACC Cement, Adidas, Aegis Ltd., Ambuja Cements, Gujarat Tourism, Amul Undergarments, Coca Cola  - Retail, DLF Estates, Future Group, Hindustan Times (Mint), IBM - Express, IDBI Fortis, IDBI Mutual Fund, Indus Ind Bank, Inorbit Malls, International Cricket Council - ICC, Lafarge India, Mantri Developers, Ramco Systems, Reliance Retail, Religare Aegon, Robert Bosch Engineering, SK TV, Spice Mobiles/Spice Televentures, Taiwan Trade Commission, Tata Steel, Tetra Pak, Tourism Council of Bhutan, Unicef, VIP Industries 

Accounts lost Emirates 

In 2010, whether it was category defining work like the BlackBerry Boys campaign or the new Vodafone campaign, or work for brands like Gujarat Tourism, Tata Sky DTH, ICC, Cadbury Shubh aarambh, Dove, Fevicol and Star Plus among others, Ogilvy managed to keep the buzz alive.  Piyush received the AAAI Lifetime Achievement Award. He continues to define the agency’s reputation, even with Rajiv Rao and Abhijit Avasthi firmly in place as NCDs.  A setback that Ogilvy had this year was the loss of their key Bangalore creative duo- Malvika Mehra and Amit Akali to Grey Worldwide. On the digital front, things look well in control with Kunal Jeswani named as country head for OgilvyOne and Graham Kelly being brought on board as ECD.  Ogilvy & Mather has won Agency of the Year in India and the Subcontinent at the 2010 Agency of the Year Award. At the same ceremony, Kawal S Shoor was adjudged Account Person of the Year. A week before, the agency swept the Effies. At Goafest this year, the agency hauled in 45 metals including one Grand Prix.  The agency won a metal each at Spikes Asia, D&AD and The One Show besides four metals at Adfest and Cannes each. 

How Campaign India rates the agency: 9

How O&M rates itself: 9

It’s been a very good year for Ogilvy. We continued our creative dominance and performed well at the effectiveness awards- the agency twin peaks. Our new business conversion record across markets has been very good (over 90% in Mumbai) and our current client relationships are strong. We have done some highly noticeable work for clients (e.g. Shubh Arambh for Cadbury, Asianpaints.com, Vodafone Blackberry to name a few). Our 360 offering continues to perform well- one development worth mention is that our Retail Practice has got its first big retainer client, giving it a strong springboard for growth in the future. Our Bell Bajao campaign to reduce domestic violence not only won global accolades, but delivered results on ground making a real difference. Piyush was awarded the AAAI Lifetime achievement award and we hosted ‘Portfolio Night’ in Mumbai- a platform to bring industry creative gurus and young stars together to share and discuss their work. We continue to lose talent to the industry and our attrition rate is higher than what we would like it to be- We rate ourselves 9!