2002 Rating: 3 stars
Ogilvy & Mather Worldwide, Advertising Age Agency of the Year in 2001, held on tightly to its blue-chip clients, which include AT&T Wireless and American Express Co. While 2003 saw many a high-profile account move, the WPP Group agency's base remained solid but not without trouble.
The $70 million global Du Pont consolidation win was the high point of the year in new business though New York-based Ogilvy also quietly won work from DHL in the summer. New projects came from the existing roster, namely SABMiller's Pilsner Urquell and Coca-Cola Co.'s Sprite.
Unfortunately Cotton Inc., a client of 30 years, exited, as did financial company TIAA-Cref. Ogilvy's "mLife" campaign was also scaled back by AT&T Wireless, which in October handed its corporate branding to Omnicom Group's Goodby, Silverstein & Partners, San Francisco.
Low points included the saga of the government's Office of National Drug Policy account. After getting re-assigned the account again in September, the government threw it into review, citing a need to evaluate its compensation. Last week the U.S. Attorneys' office charged one current and one former Ogilvy executive with defrauding the government through false time sheets.
Watch for the Ogilvy & Mather and OgilvyOne creative teams to be working as a single unit as part of wider integrated efforts. There will also be a greater emphasis on both branding and entertainment marketing initiatives.