Ogilvy & Mather Worldwide

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Agency rating: 3

Ogilvy & Mather Worldwide's established commitment to landing large global accounts that would prosper from the agency's "360 degree" branding strategy was especially prescient in 2000. As competitors talked the talk of diverse marketing services and international business, New York-based Ogilvy walked the walk and built its roster of integrated accounts from six in 1999 to 25 in 2000.

On the new-business front, worldwide wins included BP Amoco, Motorola, Goldman, Sachs & Co. and PeoplePC. Other integrated assignments were awarded by New York Times Digital; Plavix, jointly marketed by Bristol-Myers Squibb Co. and Sanofi-Synthelabo; communications company Acterna; and Symantec Corp. Leaving the Ogilvy fold were Shell Oil, WebMD Corp. and GTE Corp., resulting in a net new billings increase just shy of $500 million, according to Ogilvy.

Internally, the WPP Group agency merged the planning departments of OgilvyOne and Ogilvy Interactive into the general agency, with Tony Wright as chief strategy and planning officer. The New York creative department was reorganized from two subgroups to four. Former industry consultant David Fowler joined as agency-at-large creative director North America, while Joe Sciarrotta joined the Chicago office as executive creative director. Mr. Sciarrotta, a founding partner of Leap Partnership, most recently worked on creative assignments for Goodby, Silverstein & Partners, San Francisco.

Creative drew mixed reviews in 2000: Kimberly-Clark Corp.'s Kotex ads were refreshingly frank, but Miller Brewing Co.'s Miller Lite spots resembled Bud Light's campaign.


The General Accounting Office is continuing its audit of Ogilvy's billing practices on the Office of National Drug Control Policy account. Late last year, the agency conceded some accounting aspects did not meet record-keeping requirements imposed on federal contractors and hired an accounting firm and consultant to assist. Watch for Ogilvy to continue its quest for integrated global accounts.

Last year's rating: 2.5

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