奥美公司英文简介

History[edit]Ogilvy&Matherwasfoundedin1948byDavidOgilvy.AfterashortandsuccessfulcareerinsalesOgilvyhadbeenemployedinLondonin1935byhisbrotherFrancisOgilvyattheBritishadshopMather&CrowtherwhichhadbeenfoundedbyEdmundMatherin1850.[1]Mather&CrowthersentDavidOgilvytotheUSin1938.Followingatenyeargapduringwhichtimeheworkedinresearch,forBritishIntelligenceduringWWIIandasabbaticalperiod,Ogilvyin1948startedaUSagencywiththebackingofMather&Crowther,whobythenhadmergedwiththeBensonagencygroupintheUK.OgilvyopenedhisUSshopas"Hewitt,Ogilvy,Benson,&Mather"inManhattanwithastaffoftwoandnoclients.[2]Thecompanybecamealeadingworldwideagencybythe1960s.[citationneeded]CentraltoitsgrowthwasitsstrategyofbuildingbrandssuchasAmericanExpress,BP,Ford,Barbie,MaxwellHouse,IBM,Kodak,Nestlé,CadburyandUnileverbrandsPond'sandDove.[3]Ogilvy&MatherwasbuiltonOgilvy'sprinciples,inparticular,thatthefunctionofadvertisingistosellandthatsuccessfuladvertisingforanyproductisbasedoninformationaboutitsconsumer.Hisentryintothecompanyofgiantsstartedwithseveraliconiccampaigns:"ThemanintheHathawayshirt"withhisaristocraticeyepatch;"ThemanfromSchweppesishere"introducedCommanderWhitehead,theelegant,beardedBrit,bringingSchweppes(and"Schweppervesence")totheUnitedStates.;"At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock";and"PabloCasalsiscominghome–toPuertoRico",acampaignthatOgilvysaidhelpedchangetheimageofacountryandwashisproudestachievement."OnlyDoveisone-quartermoisturizingcream".ThiscampaignhelpedDovebecomethetopsellingsoapintheU.S.In1989,TheOgilvyGroupwaspurchasedbyWPPGroup.Clients[edit]Ogilvy&Matherboardhasproducedworkforawiderangeofleadingbrands,including:AmericanExpress(since1962)[5]BritishAmericanTobacco(since1981)[5]Amway(since2009)[6]Coca-ColaCompany(since2001)[7]LouisVuitton(since2006)Controversies[edit]anti-drugspotsforthegovernment.[25][26][27][28]OgilvyGovernmentRelations,awhollyownedsubsidiaryofOgilvyPublicRelations,iscreditedwithplayinganinstrumentalroleinkillingthecontroversial2005bidbyChineseoilcompanyCNOOCtobuyUnocalCorporation,whichwouldthengoontomergewithChevronCorporation,anOGRclient.[21]ThecompanywasinvolvedwithacontroversyinMay2009whenaClioAwardwasgiventoacampaignfortheA&EHistoryChannel.OneoftheassociatedimagescomparedtheAmericandeathsatPearlHarborwiththeJapanesedeathsafterthebombingofHiroshima.[29]InSeptember2010,AnOgilvy&MatherproducedradioadforARCOaU.S.basedoilandgasolinecompanycausedacontroversywhentheadvertisementwhichusedaspedupversionoftheEmergencyAlertSystemheadertonescausedEASdecodersatradiostationsacrossthecountrytounmuteandactivatecausingafalseemergencymessagetobesentouttomonitoringtelevisionandradiostationsaswellaslocalcablesystemswhichhadtheirprogramminglockedoutandreplacedwiththeprimaryEASstation'semergencymessagewhichinthiscaseendedupbeingtheARCOad.Thesituationcametoaheadwhenoneradiostationreportedthatit'sEASdecodeactivatedatleast5timesduringtheweekbecauseoftheARCOad.TheSocietyofBroadcastEngineersissuedanalertbulletintoallbroadcasterswarningthemaboutthead.[30]InitiallytheFederalCommunicationsCommissionhadissuedNoticeofApparentLiabilitytoseveralradiostationsuntilitwasdiscoveredthattheadsweretheculpritandtheheadertonesweremostlikedownloadedbyproducersfromtheInternet.OgilvyandMatherandARCOpulledtheadandapologized.TheFCCisinvestigatingwhetherornotOgilvyandMatherviolatedFCCRegulationCFR4711.45whichstates"NopersonmaytransmitorcausetotransmittheEAScodesorAttentionSignal,orarecordingorsimulationthereof,inanycircumstanceotherthaninanactualNational,StateorLocalAreaemergencyorauthorizedtestoftheEAS".In1972Ogilvy&Mather,Sydneyfirstdevelopedtheline"Don'tLeaveHomeWithoutIt"asameansofeducatingAustralianshowtousethecountry'sfirstcreditcard.CreatedbyIanLathamandDavidPrentice.[citationneeded]Threeyearslaterin1975,thelinewasadaptedbyOgilvy&MatherNewYorkto"Don'tLeaveHomeWithoutThem'adcampaignforAmericanExpressTraveler'sCheques,featuringOscarAward-winningactorKarlMalden.The"Don'tLeaveHomeWithoutIt"sloganwasrevivedin2005fortheprepaidAmericanExpressTravelersChequeCard.AfterMalden'sdeparture,AmericanExpresscontinuedtofeaturecelebrities,includingJerrySeinfeld,MartinScorsese,RobertDeNiro,WesAnderson,KenWatanabe,EllenDeGeneresandConanO'Brien.In2003,OgilvyandMatherreleasedtheinfamousMillerLiteCatfightcampaign.Thead,whichfeaturedtwoverybeautifulwomen(TanyaBallingerandKitanaBaker)firstfightinginafountainandlaterinamudpit,waswellreceivedbymalesandmadethegirlsinstantcelebrities,butgeneratedsignificantcontroversyoveritsdepictionofwomen.Furthercontroversywasgeneratedoveranuncensoredversionofthead,whichendedinthetwomuddygirlsfallinginloveandkissing.In2007,OgilvyStockholmdevelopedthe"AnimalsintheWomb"campaignforFordFlexifuel,whichwasnominatedfortheCannesLionAwardandfortheGuldäggetAwardin2008.[citationneeded]历史[编辑]由大卫·奥格威，奥美成立于1948年。经过短期和成功的销售生涯中，奥美已受聘于伦敦1935年由他的弟弟弗朗西斯奥美在英国广告店奥美克劳瑟已成立由埃德蒙·马瑟在1850年。[1]奥美克劳瑟派出大卫·奥格威美国于1938年。经过10年的差距，在这期间，他的研究工作，在1948年为英国情报机构在二战期间和休假期间，奥美开始了美国机构为后盾马瑟＆克劳瑟，谁在合并了与班森机构组英国。奥美公关“休伊特，奥美森，奥美”在曼哈顿开了他的美国店一两个工作人员，没有客户端[2]该公司成为一家全球领先的机构，由20世纪60年代[需要的引证]其增长的核心是其战略建设品牌，如福特，BP，美国运通卡，芭比娃娃，麦斯威尔，IBM，柯达，雀巢，吉百利，联合利华品牌池塘和鸽子。[3]奥美建在奥美的原则，特别是，广告的功能是卖的任何产品，成功的广告是基于其消费信息。他进入巨人公司开始与几个标志性的活动：“该名男子在哈撒韦衬衫”，他的贵族眼罩;“史威士的男子从这里是”指挥官介绍，白石，优雅，大胡子的英国人，将史威士（“Schweppervesence”的）​​到美国。“在60英里一个小时在这个新的劳斯莱斯最响亮的噪音来自电钟“，”卡萨尔斯回家-波多黎各“，竞选奥格维说，有助于改变一个国家的形象，是他最值得骄傲的成就。“只有鸽子是一季度的保湿霜”。这个运动有助于鸽子成为在美国最畅销的肥皂1989年，WPP集团的奥美集团购买了。客户[编辑]奥美板工作已经产生了广泛的领导品牌，包括：美国运通（自1962年）[5]英美烟草公司（自1981年）[5]安利（2009年以来）[6]可口可乐公司（自2001年）[7]路易·威登（自2006年）争议[编辑]奥美在2004年引起了一些争议时，据说被丢弃的视频广告福特SportKa的两厢车开始通过电子邮件传播病毒。由福特的40秒的视频，其中显示一个逼真的计算机生成的猫被汽车的天窗断头显然拒绝，但仍然做了它的方式在互联网上，博客和动物保护组织之间激起公愤。[22][23]奥美也已参与了臭名昭著的亚洲纸浆及纸，大的已被定罪的非法采伐，在三个国家，最近已建成道路，到最后剩下极度濒危的苏门答腊虎的栖息地非法伐木公司，但花费了大笔在全球广告活动，声称“超越合规的可持续性'。[24]2005年，绍纳语和塞弗特托马斯月初，两名前董事奥美，被裁定一项串谋诈骗政府和九项超额计费奥美广告所做的工作为美国国家药品监督办公室提交虚假索赔控制政策账号。在一封电子邮件中，塞弗特说：“我就拧断[ONDCP]钱出来，我答应。”塞弗特和早期被判处18个月和14个月在监狱中，分别。塞弗特也被勒令支付125,000美元的罚款，除了写“广告业道德守则”，作为400小时的社区服务的一部分。奥美180万美元偿还政府，解决民事诉讼基于相同的计费问题，并继续对政府产生禁毒点。[25][26][27][28]奥美政府关系，为本公司之全资附属公司奥美公共关系起到了重要作用，在杀死争