Ogilvy & Mather Worldwide

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2004 Rating: 4 stars

The essence: The news that non-traditional marketing now provides more than half of the revenue at WPP Group's Ogilvy & Mather Worldwide should come as no surprise. The home of "360-degree marketing" showed off integrated cred in a big way in 2004 with the Jerry Seinfeld Webisodes for American Express Co. as the highlight. Last year got off to a rough start with the White House Office of National Drug Control Policy scandal swirling around the agency. That account went into review and indictments were handed down, but Ogilvy eventually rebounded with attention-grabbing creative and a solid new-business showing.

Net growth: The ONDCP was a big loss, but Delta Air Lines, Slim-Fast, Time Warner Cable and DHL were all big wins. Plus, the agency picked up more business from IBM Corp. and some of its other blue-chip clients. It opened an office in San Francisco to service Yahoo!.

management: The departure of Chief Strategic Officer Tony Wright to become worldwide CEO at Lowe opened the door for a streamlining of the planning unit to be overseen by Colin Mitchell, who takes over for Mr. Wright.

Creative quality and effectiveness: Ogilvy showed it could still pull off a strong TV effort, creating memorable characters for Miller Brewing Co.'s Miller Lite (those cranky referees) and Coca-Cola Co.'s Sprite (the streetwise Miles Thirst). The Miller Lite work was the center of the beer brand's revival, which righted a 15-year decline in sales.

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