Ogilvy’s January 2010 Asia Pacific

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Fevicol – the story of a moustached girl.

Ogilvy & Mather India is the shining star of the Indian advertising industry – and 2009 proved it without a doubt.

Find out more about Kapil Arora, man in a hurry and runner-up of Media Agency of the Year’s Business Development Person category.

IndiaGetting to know

Everything you need to know about Ogilvy & Mather Asia Pacific at a glance.

For more news on Ogilvy, visit ‘Ogilvy in the Press’ on your dashboard or follow us on Twitter at ‘OgilvyAsia’.To contribute to Ogilvy’s Asia, contact jane.fraser@ogilvy.com or liyann.long@ogilvy.com.

Media AOY Results Breaking Campaigns

Ogilvy Mumbai walked away big winners at last year’s Agency of the Year awards.

Ogilvy Singapore launches a global campaign for Castrol while Ogilvy Beijing unveils a new push for Lenovo’s ThinkPad Edge.

New Appointments New Business Update

Ogilvy won 6 of the 10 largest pitches held in Asia during 2009. (Source: PwC/Media Ranking)

Steve Dahllof has been named Regional CEO for Ogilvy PR, while OgilvyOne appoints Barney Loehnis to the role of Asia Digital Lead.

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Ogilvy’s January 2010 Asia Pacific

Media AOY ResultsIn a year when media agencies dominated, Ogilvy Mumbai stood out by clinching the Office of the Year for India and the Subcontinent at last year’s Agency of the Year awards. Hosted by Media magazine, the awards ceremony was held in Singapore on December 9, 2009.

Ogilvy Mumbai

impressed the

judges with their

comprehensive market

leadership across

every department,

every discipline and

virtually all parameters

of evaluation. Creative

leadership was maintained through path-breaking

campaigns like the Vodafone.

The agency was also a beacon of light when it

came to corporate social responsibility. After the

terrorist attacks on Mumbai in November 2008,

an internal auction, “Ogilvy for Mumbai”, was

organized. Employees auctioned their services as

chefs, songwriters, and even dinner dates to raise

funds for charitable institutions working for the

children of Mumbai.

In addition, Ogilvy Mumbai produced a national

pro-bono campaign for the Ministry of Women

and Child Development, Bell Bajao (Ring the Bell),

aimed at driving action against domestic violence.

The agency also saw Kapil Arora, its Vice President,

named the first runner-up in the Account/Business

Development Person. Kapil drives the Vodafone

account – managed through six offices and

three disciplines – and has played a key role

in the pitch for Vodafone’s global business.

Another winner on the night was Ogilvy Hong

Kong, first runner-up for the Office of the Year –

North Asia category. Despite the recession, the

agency achieved a remarkable 12 percent

growth through new business wins and

aggressive account “farming”.

Ogilvy placed third in the Creative Agency of

the Year category, while Ogilvy Karachi was also

third in the Office of the Year – India and the

Subcontinent.

Overall, the network was joint second in

the Network of the Year, tied with OMD.

http://www.media.asia/Awards/AOY/2009/

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Ogilvy’s January 2010 Asia Pacific

Breaking Campaign…CastrolAs an official sponsor of the 2010 FIFA World Cup in South Africa, Castrol has launched a global campaign developed by Ogilvy & Mather Singapore featuring football megastar Cristiano Ronaldo.

This campaign draws on an international team

comprising of renowned directors Paul W S

Anderson (Resident Evil, AVP: Alien vs. Predator)

and Vadim Jean (Terry Pratchett’s The Colour of

Magic and Hogfather), as well as award-winning

production house The Mob Film Company. Shot

in Madrid, the sleek ad draws parallels between

Ronaldo’s devastating speed on the pitch and

the acceleration potency of Castrol Power1 oil.

Targeting “experiencers” who are passionate and

adventurous, the objective is to put the consumers

in control and change the course of their “games”.

“The challenge was to find an idea that would

work just as well in rural Vietnam as in Madrid

that distinctly different bikers could buy into,”

says creative director Kevin Geeves.

“Ogilvy Singapore did a great job with the

campaign,” says Jedsada Sumethasorn, previously

the Regional MCO (Motorcycle Oil) Manager

for Castrol Power1, now Marketing Manager

for Castrol in Thailand. “The story in the TVC

is exciting, memorable, and fits perfectly with

the Castrol Power1 brand. We expect to see a

positive impact on sales once the campaign is

fully launched in 2010.”

The campaign will also run in print, online

and in-store advertisements across Indonesia,

Vietnam, Thailand, India, Italy and Spain.

Watch the TVC here.

http://www.youtube.com/watch?v=XniFvgdMeao

Credits:Project RonaldoClient CastrolCreative Agency Ogilvy & Mather, SingaporeCreative Director Kevin GeevesCopywriter Justin WhiteAccount Servicing Madeline Chan, Lin OngProduction Company The Mob Film Company, UKDirectors Paul W S Anderson, Vadim JeanProducer Wan ShafiePost-production Companies Topicfx Toronto, Traffik EditAudio Mr X TorontoExposure Television, print, online, in-store

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Ogilvy’s January 2010 Asia Pacific

Breaking Campaign…Lenovo ThinkPad EdgeLenovo is encouraging young Chinese to think differently in a new campaign for its ThinkPad Edge, created by Ogilvy & Mather Beijing.

Aimed at attracting a new, younger group of

consumers, the campaign centres around the

iconic ‘red dot’ (trackpoint) in the ThinkPad, which

represents thoughts and ideas. In the TVC, the dot

is transformed into fire and butterflies to illustrate

the power of imagination and innovation.

The campaign runs across print, radio and outdoor

while in-store advertisements will be launched in

phases. A separate microsite edge.thinkworld.com.cn

invites visitors to exercise their creativity in the

drawing section of the site. These user-generated

pictures are instantly posted on the site and are

viewable by other visitors in real-time. The site also

incorporates innovative Light Paint (or Pika Pika)

technology to visually bring the inventive nature

of the product’s positioning to life. This is done

through animated interpretations of a person’s

ideas, imagination and dreams.

“We needed to connect with the post-80s

generation of Chinese consumers in a way that

would appeal to their spirit of independence,

intelligence and self-confidence while also

associating Edge with ThinkPad’s premium quality

and technology leadership,” said executive director

of Ogilvy for the Lenovo brand team, Jennie Fan.

“We had to do this without boring them with

only product specifications and rational drivers.

The simplicity of the iconic red dot was the

conversation starter that we were searching for.”

Credits:Project ThinkPad Edge Campaign Client Lenovo ThinkPad Creative Agency Ogilvy & Mather, Beijing Creative Directors Kai Lu, Yanyan Yang Account lead Julie Wang Media Agencies Neo@Ogilvy, Maxus Exposure Television, print, radio, outdoor, online, in-store

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Ogilvy’s January 2010 Asia Pacific

Regional New Business League

AGENCY OGILVY & MATHER AP

NEW WINS:CLIENT NAME COUNTRY/OFFICE

Pu-tien Mobile China, Fujian

Times Property China, Guangzhou

Emery Oleochemicals Group Malaysia

Godrej Consumer Products Ltd. India, Mumbai

Godrej Hi-Care India, Mumbai

Johnson & Johnson - Listerine Singapore PR

Asia Pacific Breweries Ltd Singapore PR

HFT (Action) China, Shanghai

Castrol (Action) China, Shanghai

WFZ China, Shanghai

through specific local market initiatives. Ogilvy

won 6 of the 10 largest pitches held in Asia during

2009 (Source: PwC/Media Ranking)

While many multinational businesses were under

pressure, Ogilvy’s new business growth has

impressed in a tough year, resulting in one of its

most successful years in terms of new business

performance, adding 209M in billings (according

to PwC).

The agency added business from new clients, and

grew several large clients through specific local

market initiatives. Ogilvy won 6 of the 10 largest

pitches held in Asia during 2009 (Source: PwC/

Media Ranking). The agency added business

from new clients, and grew several large clients

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Ogilvy’s January 2010 Asia Pacific

MoversIn our quest to build a company of giants, several outstanding appointments have recently been made in the Ogilvy stable across the region:

Steve Dahllof has been named Regional CEO for Ogilvy PR, succeeding Christopher Graves who was named Global CEO. Simultaneously, Scott Kronick takes on additional responsibility and will now oversee all of Ogilvy PR’s North Asia operations; Andrew Thomas will oversee Southeast Asia’s operations and John Studdert of Ogilvy PR Australia will oversee the five Ogilvy PR majority-owned agencies as well as the OgilvyPR minority-owned interests in two additional firms. John will also serve as senior counsel on the company’s internal communications as he is a recognized expert and founder of one of the most award-winning specialist employee communications agencies (Impact).

OgilvyOne Asia Pacific has appointed Barney Loehnis to the newly-created role of Asia Digital Lead, effective February 1, while Pete Moss takes on the role of Executive Creative Director, OgilvyOne Asia, in addition to his current responsibilities as Joint Executive Creative Director, Ogilvy Singapore, with immediate effect.

Pete Mitchell joins Neo@Ogilvy as Regional Strategy Director reporting to Susana Tsui, President Neo@Ogilvy. Pete’s key focus is to add a strategic approach to Neo@Ogilvy’s digital media planning capabilities and to oversee the integration of Neo@Ogilvy into Ogilvy’s 360-degree offering. Rowan Avis has been appointed Asia Pacific Digital director at Neo@Ogilvy, Rowan will work on IBM and report to Andrew Scott and Susana Tsui. Penny Davy joins Neo@Ogilvy in a newly created position as Media Director, prior to joining Ogilvy, Penny worked at Optimedia, handling media engagement with Telstra.

Jadhav Chandrasekar (JC) Giri returns to Ogilvy as Regional Director on the Unilever business for Ogilvy & Mather (O&M) - Asia Pacific. Giri is based in Singapore.

Thomas Mouritzen has been promoted to Managing Director, OgilvyOne Singapore, effective immediately. Thomas has been an integral part of the OgilvyOne Singapore team for the past five years, working across key businesses which include: DHL, IBM, Nokia, SAP and Yahoo!

Ogilvy Malaysia has appointed Elly Puyat and Mahesh Neelakantan as the new Managing Directors of OgilvyOne and OgilvyAction respectively. In addition, the agency has also appointed Arvind Srivastava as the new Group Planning Director. Srivastava will work closely with Remona Ahmad, Associate Planning Director at Ogilvy Malaysia.

Juggi Ramakrisnan joins Ogilvy & Mather in the newly created role of Deputy Regional Executive Creative Director, reporting to Eugene Cheong. Previously, Juggi was Executive Creative Director at BBDO.

Sandy Chan and Simon Handford join Ogilvy & Mather Hong Kong from M&C Saatchi as Joint Executive Creative Directors. Michael Linke joins as Executive Creative Director, Ogilvy Vietnam.

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Ogilvy’s January 2010 Asia Pacific

360º case studyFevicol – the story of a moustached girl

The campaign, developed by Ogilvy & Mather, was initially aired across the country in teaser poster and print ads. The advertisements were created in the old traditional Indian cinema poster style, with ‘hand painted’ graphics and vivid colors.

The ads took on the form of a mini movie, with a father dressing his daughter up as a male character for a skit. To complete the look, he glues on a moustache with a drop of Fevicol. Unfortunately for his daughter, it stays in place for good. The moustache is with her through good times and bad, until her very last breath. A baby with a moustache is born the moment she passes away as a nod to the concept of reincarnation.

Piyush Pandey, executive chairman and CD for South Asia at Ogilvy & Mather was initially tasked to develop a campaign for another brand under the Pidilite umbrella, Fevitite. “Fevitite is too small a brand for a big idea like this. Take the money all over again and shoot it for Fevicol, and that was the beginning of everything.”

Over the past five decades, Ogilvy has turned a brand that doesn’t immediately lend itself to creativity into an advertising legend. Work for the brand has scooped 99 awards over the past twenty years. “To be honest, we didn’t have a clue about the brand aspect when we started out. Then Piyush came to us, and I would say 1988-1999 was when the big leap took place,” said Madhukar B

Parekh, managing director of Pidilite Industries.

Fevicol celebrated its 50th anniversary across India last year with a TV, outdoor and print campaign entitled ‘Moochwali’. Launched in 1959, it has enjoyed a long history as a brand used exclusively by carpenters, before moving into the everyday use category.

Watch the TVC here: http://www.youtube.com/watch?v=9nGHTrL5hU0

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Ogilvy’s January 2010 Asia Pacific

Ogilvy & Mather India is the shining star of the Indian advertising industry – and 2009 proved it without a doubt.

For starters, Ogilvy India’s continued commitment to creativity was recognised and awarded at Goafest, India’s premier advertising awards. Ogilvy Mumbai romped home with the most awards at 31 metals – 16 more than our nearest competitor. At the international level, Ogilvy Mumbai garnered 18 metals across the London International Awards, the Asia Pacific Adfest, Cannes, One Show, Spikes and Media Agency of the Year awards, among others.

At the Media Agency of the Year Awards, Ogilvy Mumbai won the award for Office of the Year while Kapil Arora, Vice President, Ogilvy Mumbai was named the runner up for Account/Business Development Person of the Year.

In addition, the latest Economic Times Brand Equity Agency Reckoner survey (which ranks agencies across multiple parameters and is based on research conducted among 400 of the country’s most respected marketing professionals), has ranked Ogilvy Mumbai the No. 1 agency in India for the seventh time, across all parameters: Creative, Planning, Client Servicing and 360-degree Capabilities. And for the seventh consecutive year, Piyush Pandey has been ranked the No. 1 Most Influential Person in the industry as well as the No. 1 Hottest Creative Person of the Year. National Creative Directors Abhijit Avasthi and Rajiv Rao ranked fifth and seventh respectively.

Piyush also cemented his reputation as one of India’s finest creatives when he was named among the top 50 most influential industry leaders by DNA, a leading Indian English daily, and was also rated No. 1 by agencies and clients in an R3/GC India Agency Image study. What’s more, he was awarded the Creative Achievement Award by the New York Festival in Shanghai in July 2009.

At the EFFIES, Ogilvy India scored 3 Golds, 5 Silvers and 1 Bronze. More significantly, the wins showcased the network’s strength in depth, as they were spread across seven clients, eight brands, 10 campaigns, five categories and three cities of the Ogilvy India network. The network also swept the awards with a total of 120 points, 70 points more than our nearest competitor. The icing on the cake came when Vodafone won the Client of the Year award, Brand Equity the Bravery Award and also the Uncommon Sense Award.

2009 also marked the year Ogilvy Mumbai was named one of Asia’s top 10 agency offices by the Cannes Report, the only Indian agency to be featured on the list.

Besides innovative work that wins awards, Ogilvy India is also a hotbed for young talent. At the Mumbai Ad Club’s Young Achievers Awards, Ryan Mendonca was named as Copywriter of the Year; and both Ryan Mendonca and Mark Benjamin were recognized as the Social Thinkers of the Year.

In line with Ogilvy’s emphasis on creativity and effectiveness – or what we call the “Twin Peaks” – Ogilvy India has also developed two innovative planning tools: The Brand Circle of Life is a brand definition tool that articulates brand attributes, benefits, ambition, world and values, while OgilvyCombat is a workshop that helps articulate competitive market scenarios and develop a brand response.

Getting to know…India

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Ogilvy’s January 2010 Asia Pacific

In a short paragraph, please describe yourselfAs a child, I’m told I tried to run before I could walk. Given my large frame, which still persists today, it was a rather difficult task. But that’s pretty much how I’d describe myself even now. A person in a hurry. A hurry to do more; experience new things; attack a new challenge; achieve the next goal. Fortunately for me, I found myself in advertising. And in the last decade, I’ve been fortunate to work with brands, people and organizations that thrive on and encourage that desire. Who do you most admire? (or who inspires you?)I believe most of my ‘life lessons’ were taught to me here, by my colleagues at Ogilvy. I’ve had the opportunity to engage and work with a host of wonderful individuals – across functions, disciplines and levels. So much so, that one has to simply look around to observe and gain from them – be it in the relentless hunger to always look for a better way, the innate curiosity, the rock solid integrity, the bringing of the heart into play before the mind, or simply the uninhibited belly laughter ringing in the corridors – there’s a new lesson to be learnt every day.

In 2009, what were your highlights?2009 was clearly the year of the Vodafone Zoozoos. With Rajiv, Kumar and the entire Vodafone Ogilvy team, what we created was magic. The campaign helped us win Gold at Spikes Asia and eight awards – including two Golds and the ‘Client of the Year’ – at the Effies.

On the back of this, and other work created for the brand, Vodafone India was awarded the prestigious ‘Operating Company of the Year’ amongst all Vodafone operations across the world at the 2009 Vodafone Global Awards. And, to top it all off, Vodafone India was named “Marketer of the Year” by Brand Equity, the leading Business and Advertising Magazine. The work also had the very unexpected side effect of making me appear to be exceptionally clever, which probably didn’t hurt when it came to the Media Agency of the Year Awards, held in Singapore in December 2009, where I was lucky enough to be named as the runner up in the Business Development category.

What’s the most creative piece of advertising you’ve ever been involved with?I’d have to pick two here - the Vodafone Zoozoos and the Hutch Ranga Shankara Theatre Festival. While the Vodafone Zoozoos campaign takes precedence by the sheer audacity of what it has achieved, what was common to both campaigns was the lateral yet strikingly simple solutions they offered to seemingly complex brand challenges.

What are some of the challenges/opportunities facing the brands you work on 2010?I think 2009 has set the bar pretty high for 2010 and the subsequent years. But we have a history of challenging our own standards, so these should be interesting times.

How do you see the Indian advertising landscape evolving in the future?While it’s certainly reflected in our work at Ogilvy, I believe the slowdown has also taught other clients and agencies that effectiveness and creativity are not mutually exclusive. Increasingly, we’re also seeing messaging being determined by the medium, as opposed to a one-size-fits-all approach to media.Lastly, Digital; while still relatively small in India (compared to traditional media), its potential power as a communications medium is still not completely understood by consumers and marketers. What we will, or ideally should, see is the emergence of sustained digital strategies for brands, as opposed to using the medium to simply tick a box to say that their campaign has a presence in the digital space.

People to know…Kapil AroraVice President, Ogilvy & Mather Mumbai

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Ogilvy’s January 2010 Asia Pacific

Ogilvy is considered to be the pre-eminent global Agency brand in Asia with 124 offices, operating across 29 cities with 7000 employees.

INDUSTRY RECOGNITIONWhile many multinational businesses were under pressure, Ogilvy’s new business growth has impressed in a tough year, resulting in one of its most successful years in terms of new business performance, adding 209M in billings (according to PwC).

The agency added business from new clients, and grew several large clients through specific local market initiatives. Ogilvy won 6 of the 10 largest pitches held in Asia during 2009 (Source: PwC/Media Ranking)

Ogilvy Asia-Pacific, for the first time, became the biggest contributor to Ogilvy’s global profits, accounting for approximately 33%.

In 2009, for the 7th consecutive year, Ogilvy was named ‘Creative Network of the Year’, and was the only agency network to have 5 offices listed in Campaign Brief’s ‘25 Hottest Agencies in Asia’ line up. [Singapore, Mumbai, Bangkok, Shanghai, Beijing]

R3’s Regional Agency Scope 2009 named Ogilvy ‘The strongest creative agency in APAC’, as voted by industry trade publications.

The Gunn Report, the only independent ranking of creative performance globally, cited the strength of the Ogilvy & Mather Asia Pacific network has helped boost the Ogilvy & Mather worldwide ranking to 5th position.

The Asia Gunn Report names Ogilvy & Mather as the most awarded agency network in the region. The agency’s creative developed for WWF led to them becoming the most-awarded advertiser in Asia Pacific.

According to The Agency Report -- the region’s most detailed agency analysis -- commissioned by Media magazine, Ogilvy was the number one agency in Asia Pacific, receiving a total of nine points out of 10. No other agency network in Asia received this score. Ogilvy’s score has remained consistent for

four consecutive years (2006 - 2009). Marketing magazine, the leading industry publication, named Ogilvy HK and Singapore ‘Agency of the Year’ in 2008, in addition to this accolade, Ogilvy Singapore was named ‘Creative Agency of the Year’ in 2009

Ogilvy Public Relations scooped top honours as ‘Network of the Year’ at the annual Asia Pacific PR awards. And, for the fifth consecutive year, won 3 times more accolades than any other PR agency, picking up 13 honours.

AWARD RECOGNITIONEffectivenessOgilvy Asia is the first and only Network outside of the UK to receive recognition from the IPA We were the number one effectiveness agency in Asia in 2009, scooping 28% of the overall Effectiveness awards haul, which includes the AME’s [DDB 16%, BBDO 14% and McCann 12%, all others 30%]

CreativeAt an international level, Ogilvy consistently remained in the top three most-awarded networks in Asia, picking up a slew of international accolades from Cannes, One Show, London Internationals, Clios, D&AD, The Webby’s and ECHOS, where Ogilvy Malaysia was the most awarded agency within the global Ogilvy Network.

Ogilvy people were also represented on the following judging panels throughout the year: Cannes, D&AD, LIA, AsiaSpikes, Clios, and AWARD.

At a regional level, Ogilvy became the second most awarded network at the first ever AsiaSpikes and Ogilvy Thailand was awarded ‘Agency of the Year’ and the Grand Prix in the highly prized category of Film and Cinema. Ogilvy’s haul: 10 Gold, 25 Silver, 19 Bronze and one Grand Prix

At a local level, Ogilvy has been recognised as ‘Agency of the Year’ in Indonesia (ADOI magazine/ local creative awards), Singapore (MARKETING magazine), India (Brand Equity) Hong Kong (MARKETING magazine) and Thailand (AdMan). In Malaysia, Ogilvy was the most awarded agency at the Kancil’s, local Effies and the Direct Marketing Awards.

Fast Facts