Charlotte Beers at Ogilvy & Mather Worldwide
Charlotte Beers: CEO and chairman
-World’ sixth largest advertising agency
-crafted new vision with senior mgmt team-painful, messy, and chaotic but pleased with results
-“the agency most valued by those who most value brands.”
-past year, regained, expanded, and won several major accounts. Beleaguered two years earlier
-Kelly O’Dea, Worldwide Client Service President “We can’t lose momentum. Most change
efforts fail after the initial success. This could be the prologue, Charlotte… or it could be the
whole book.”
Ogilvy & Mather
-1948, David Ogilvy. 38-yr old Englishmen sold tobacco farm in PA and started ad agency
-based in New York. Financial backing from Mather &Crowder and S.H. Benson, 2 London
agencies
-“I managed to create a series of campaigns which, almost overnight, made Ogilvy & Mather
famous.”
-initial ads: Rolls-Royce, Schweppes, and Hathaway Shirts
-campaigns should always be intelligent, stylish, and “first class” and mostly SELL!!! “We sell
or else”
-examples of ad campaigns on page 2, 1st paragraph
Gentlemen with Brains
-Employees were “Gentlemen with brains” treating everyone with respect
-“The consumer is not a moron. We abhor ruthlessness. We like people with gentle manners and
see no conflict between adherence to high professional standards in our work and human
