Unilever - Case Study: Transition Body Lotion

Ogilvy & Mather is one of the largest marketing communications networks in the world. For two consecutive years (2012 and 2013) O&M was named Cannes Lions Network of the Year and the World's Most Effective Agency Network by the Effie Effectiveness Index. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries.

The quality of our network is based on the strength of our international network, our local strength and depth across all communication disciplines, our culture of collaboration and our people.

360 Degree Brand Stewardship® 

As Brand Stewards, the agency works to leverage the brands of its multinational clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity. The hallmark of the agency's brand-building capabilities is 360 Degree Brand Stewardship®, a holistic look at communications, using what is necessary from each discipline to build a brand.

We believe our role as 360 Degree Brand Stewards is this: Creating attention-getting messages that make a promise consistent and true to the brand's image and identity. And guiding actions, both big and small, that deliver on that brand promise. To every audience that brand has. At every brand intersection point. At all times.

The big ideaL™ 

Many of the most powerful brands are built not just on ideas, but on ideaLs. The addition of that one 'L' makes all the difference. An 'ideal' is a higher purpose that rallies support for the brand from many quarters, both inside and outside the company, that provides a platform for all sorts of great ideas over time, and that generates real support and ultimately demand.

A big ideaL™ is not quite the same as a positioning. A brand's positioning could be based on a purely functional benefit; that it washes whiter or lasts longer. An ideaL, however, contains an inherent point of view: it is a conception of something in its perfection': a view of how things should be, of how life should be, of how the world should be. It's not purely functional. It's a belief system which drives everything that a brand does and helps it to attract widespread support. It's something to be voted on by consumers and stakeholders who have a bigger vote than ever before.

Leadership