Top 50 AGENCIES 2005 01. Ogilvy & Mather

AGENCY TYPE: CREATIVE
GROUP CHAIRMAN: STEPHEN MANGHAM
MANAGING DIRECTOR: MARK WONG
NETWORK: WPP
WEBSITE: WWW.OGILVY.COM/O_MATHER/
KEY AWARDS IN 2005: CANNES: 1 GOLD AND 1 SILVER, ONE SHOW: 1 GOLD, 1 SILVER AND 1
BRONZE, SPH INK AWARDS: 1 GRAND PRIX, ADFEST: 4 GOLDS, 2 SILVERS AND 2 BRONZES
SINGAPORE STAFF: 120 (APPROX)

Ogilvy & Mather (O&M) is not the biggest agency in Singapore by revenue, but it is definitely the biggest by reputation.
In Singapore, the Ogilvy brand has been stretched in half a dozen directions over the past few years as a number of charismatic leaders championed their own divisions: O&M Advertising, Ogilvy Public Relations, OgilvyOne, Ogilvy RedCard, Ogilvy Interactive (now part of OgilvyOne) and most recently, David.

That approach is still evident as many client marketers still view O&M as a collection of
separate specialist business units - even Ogilvy Design Direct snapped a couple of votes in the Agency Top 50.

New Group Chairman Stephen Mangham is intent on promoting O&M as a group, as
opposed to its separate divisions."For each discipline to be recognised in its own right is great, but the ultimate reason is to offer complete brand communication - it is the sum picture that matters.What makes us different is the 360 approach we provide," he said.

From now on, O&M would like to downplay the independence of the different divisions
and be known as an integrated marketing communications network that uses what
is necessary from each discipline to build its clients' brands.

O&M's client list includes some of the biggest brands, including American Express and
Unilever. O&M the advertising arm had some important wins this year: it beat M&C
Saatchi for a Coca-Cola regional creative campaign worth an estimated US$10m, and was appointed the agency of record for PC manufacturer Lenovo's global brand advertising for its ‘Think' line of products in 30 countries worldwide. On the other hand, Motorola's US$100 million global creative account, which the agency has held since 2000, is currently under review.

As a group, O&M Singapore's revenues grew by 20% in the last year, said Mangham.
In addition, more than 70% of new business is for work done outside of Singapore. O&M Singapore was the most awarded agency among all O&M offices worldwide for the second year. It also topped Campaign Brief Asia's annual Creative Rankings list for the fifth year in a row, bagging the ‘Hottest Agency in Asia' and the ‘Network of the Year' titles.

Staff development will be Mangham's focus in the next year."O&M has always put an
emphasis on training and development, that's the reason I joined them," he said.The company spends up to 2% of its revenues on training and has a ten week Masterclass program for staff with one to five years experience.