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80-455: In 2004, Dove and Ogilvy organized a photography exhibit titled "Beyond Compare: Women Photographers on Real Beauty". The show featured work from 67 female photographers which led to the Real Beauty campaign. The Dove Real Beauty campaign was conceived in 2004 during a three-year creative strategic research effort, conducted in partnership with three universities, led by Joah Santos. The creative

160-503: A copywriter . Ogilvy eventually became the first non-family member to chair the agency. When the agency launched the AGA cooker , a Swedish cook stove , Francis composed letters in Greek to appeal to British public schools , the appliance's best sales leads. Francis also helped his younger brother, David Ogilvy , secure a position as an AGA salesman. The younger Ogilvy was so successful at selling

240-400: A 30-second spot in the commercial break during Super Bowl XL at an estimated cost of $ 2.5 million. In 2006, Ogilvy sought to extend the campaign further by creating viral videos . The first video, Daughters , consisted of filmed interviews about how mothers and daughters related to modern perceptions of beauty and the beauty industry. Dove's Self-Esteem Fund released statistics to support

320-470: A fee basis rather than the traditional commission model and became one of the first major advertising agencies to do so. In reaction to the growth of international advertising , Ogilvy, Benson & Mather formed an equal partnership with Mather & Crowther in November 1964. Under the terms of the partnership, the two agencies became subsidiaries of a new parent company called Ogilvy & Mather, which

400-556: A heart attack while in the office in May 2013. The claims were not confirmed. Four years later, a similar event occurred with a young staffer in the Philippines. In June 2015, Young announced he would retire as both Worldwide chairman and CEO to take the position of warden at his alma mater, New College at Oxford University. In January 2016, John Seifert was named CEO of the agency. In November 2017, according to reports, Ogilvy & Mather won

480-439: A joint venture between Ogilvy & Mather and Hogarth Worldwide formed in 2015. Neo@Ogilvy was a unit of the agency that offered digital media services to all of Ogilvy & Mather's disciplines. As of 2013, sales activation and shopper marketing were administered through Geometry Global, a unit formed through the merger of several WPP agencies, including what was previously known as OgilvyAction. In 2018, Ogilvy PR Australia

560-618: A major agency. Lazarus further developed Beer's brand stewardship approach by introducing "360-degree branding", the idea of communicating a brand message at every touchpoint the brand has with people. David Ogilvy died at age 88 in the Château de Touffou , his home, in July 1999. Ogilvy purchased the Federalist Group, a Republican lobbying firm, in 2005. The Federalist Group subsequently changed its name to Ogilvy Government Relations. The firm

640-638: A parent company. Ogilvy (agency) Ogilvy is a New York City -based British advertising , marketing , and public relations agency. It was founded in 1850 by Edmund Mather as a London -based agency . In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy . The agency is part of the WPP Group global agency network. It provides services in five areas: growth and innovation; advertising, brand and content; public relations and influence; experience; and health. It also operates

720-455: A reputation for "quality" advertising, which was defined by its use of well-researched "long copy ", large photographs, and clean layouts and typography . Ogilvy believed advertising's purpose was to sell through information and persuasion, as opposed to entertaining. That same year, the agency nearly doubled in size after winning the Shell Oil account. The agency agreed to work for Shell on

800-521: A strategy division Ogilvy Consulting. The agency was founded in London in 1850, when Edmund Charles Mather began an advertising agency on Fleet Street . By the 1860s, Mather had a U.S. branch called Mather & Abbott at 335 Broadway, New York City. After Mather's death in 1886, his son, Harley Lawrence Mather, partnered with Herbert Oakes Crowther, and the London agency became known as Mather & Crowther. The agency pioneered newspaper advertising, which

880-443: Is a video about the influence that the beauty industry can have on young girls. In April 2013, a video titled Dove Real Beauty Sketches was released as part of the campaign, created by Hugo Veiga. It went viral , attracting strong reactions from the public and media. In the video, several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met

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960-465: Is a voluntary organization that relies on over 100,000 volunteers around the world to implement programs for Girl Guides and Girl Scouts, and to give girls and young women support and leadership. There are over 10 million Girl Guides and Girl Scouts in 152 countries. Girl Guides and Girl Scouts from around the world can meet each other at international events at one of the five World Centers. There are many opportunities to attend international events run by

1040-537: Is known for lobbying against climate change mitigation efforts on behalf of some of the biggest oil and chemical groups in the world. In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to defraud the government and nine counts of filing false claims for Ogilvy, over-billing for advertising work done for the United States Office of National Drug Control Policy (ONDCP) account. The agency

1120-686: Is the counterpart of the World Organization of the Scout Movement (WOSM). WAGGGS is organized into five regions and operates five international Guiding centers. It holds full member status in the European Youth Forum (YFJ), which operates within the Council of Europe and European Union areas, and works closely with these bodies. The mission of WAGGGS is to enable girls and young women to reach for their potential as responsible citizens of

1200-419: Is unlikely to solve a widespread social problem of women and girls feeling physical insecurities. Dr. Carolyn Coker Ross at Psych Central estimated 80 percent of American women feel dissatisfied with their bodies. The National Association of Anorexia Nervosa and Associated Disorders cited a 1991 study estimating 81 percent of 10-year-old girls were afraid of becoming "fat". The campaign has been criticized on

1280-470: The Turespaña account, worth two million euros. Similar to other advertising, marketing, and public relations agencies in the years leading up to 2017–2018, Ogilvy has seen an influx of advertisers and publishers establishing in-house creative teams, and an industry-wide increase in emphasis on digital media ad buying. Over the years, Ogilvy responded to changing demands by creating numerous businesses; and

1360-686: The United Nations or other non-governmental organizations (NGO) on behalf of the Association. The WOSM is the non-governmental organization, that represents the Scouting movement at the United Nations. The WOSM and WAGGGS both have General Consultative Status with the United Nations Economic and Social Council . Girl Guiding/Girl Scouting is based on a core set of values that are found in

1440-893: The United States on sabbatical to study American advertising. After a year, Ogilvy presented 32 "basic rules of good advertising" to Mather & Crowther. Over the next ten years, Ogilvy worked in research at the Gallup polling company, worked for British Intelligence during World War II , and then spent a few years farming among the Amish community in Pennsylvania . In 1948, David Ogilvy proposed that Mather & Crowther and another U.K. agency, S.H. Benson , partner to create an American advertising agency in New York City to support British advertising clients. The agencies each invested US$ 40,000 in

1520-598: The 1960s. In the 1950s, Ogilvy was hired to increase business in Puerto Rico . The agency created a coupon for businesses that laid out tax advantages of establishing a presence on the island. Approximately 14,000 businesses mailed in the coupon and the territory's foreign industry increased. Following this, David Ogilvy helped Puerto Rico's governor establish and advertise the Casals Festival of Music . The agency created ads using visually captivating images to position

1600-644: The 1960s. The agency launched the company's "Do You Know Me" campaign in 1974, which focused on the prestige of carrying an American Express card. Each advertisement described the accomplishments of semi-recognizable celebrities who used the card, with their identities being revealed at the end. The campaign emphasized that even if a person was not immediately recognizable, their American Express credit card would be. The campaign ran until 1987. A campaign called "Portraits", which followed "Do You Know Me", showed card-carrying personalities such as Tip O'Neil and Ella Fitzgerald engaged in leisure activities. The campaign

1680-685: The Four World Centers organization supports and promotes the centers. The five World Centers are: A new centre, Kusafiri, meaning "to journey" in Swahili , was announced in 2015. Unlike the other centers it will be a roving centre and exist for a fixed period of time in different places with a particular theme in Africa. While testing the idea, starting in 2012, the country organizations involved include Ghana , South Africa , Rwanda , Kenya , Nigeria , and Benin . Focuses so far have included "Stopping

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1760-593: The Girl Guide/Girl Scout Promise and Law. Each Girl Guide and Girl Scout promises to do her best to her faith and to others, and in so doing she realizes her fullest potential as a responsible citizen. Girl Guiding and Girl Scouting uses non-formal educational methods. Non-formal education is organized educational activity outside schools and colleges. The key components of non-formal education are that: Each Guide/Girl Scout defines her own progress and development according to her needs and aspirations within

1840-540: The Hathaway Shirt", an advertisement created for C. F. Hathaway Company , was first published in The New Yorker . It immediately increased sales for the company, and more ads followed. Each ad featured George Wrangel, a middle-aged man with a moustache and an eye patch. The eye patch was a prop found by David Ogilvy to give the ad what he called "story appeal". Ambassador Lewis Douglas , who wore an eye patch, inspired

1920-733: The Interactive Marketing Group and became the first major agency to establish an interactive capability. In December 1983, David Ogilvy retired as Creative Head. In 1985, Ogilvy & Mather International was renamed as the Ogilvy Group Inc. The group included three divisions: Ogilvy & Mather Worldwide, a new name for all Ogilvy & Mather offices including Ogilvy & Mather Direct and Ogilvy & Mather Public Relations; Scali McCabe Sloves Group; and several independent associate agencies, such as Cole & Weber. Kenneth Roman , president of Ogilvy & Mather United States,

2000-621: The Violence" training in Rwanda and developing entrepreneurial leaders among others. Miss Kari Aas designed the World Trefoil emblem that was adopted at the World Conference in 1930, a gold trefoil on a blue background. The three leaves represent the three duties and the three parts of the promise, the two five point-stars stand for the promise and the law and the vein in the centre represents

2080-680: The WAGGGS constitution. The national Member Organizations are split into five regions. The member organizations in turn elect the World Board , originally the World Committee, which governs the World Association of Girl Guides and Girl Scouts. It is made up of 17 active volunteer members from around the world who are democratically elected by all Member Organizations and include the Chairs from each of

2160-517: The age and the preferences of the young people. The World Association of Girl Guides and Girl Scouts has five regions: Europe, Arab, Africa, Asia and Western Hemisphere. WAGGGS operates five World Centers that offer training programmes, activities and lodging for girls and leaders, as well as members of some other groups and independent travellers. Activities are primarily focused on international friendship and cooperation, personal development and leadership training, enjoyment and service. The Friends of

2240-491: The agency acquired in 2022 included automobile manufacturer Audi of America (May). One of the agency's first accounts was Guinness , which tasked it with introducing the beer to an American audience. In 1950, "The Guinness Guide to Oysters" appeared as a magazine advertisement that listed nine kinds of oysters and their characteristics. The advertisement was successful; and several other pairing guides, including those on birds and cheeses, followed it. In 1951, "The Man in

2320-612: The agency being named Cannes Lions "Network of the Year" from 2011 to 2015. In 2010, the agency established OgilvyRED, a specialty strategic consultancy. In June 2013, OgilvyAction, the agency's activation unit, merged with other WPP-owned properties—G2 Worldwide and JWTAction—to form Geometry Global, an activation network that operates in 56 markets. Ogilvy's production division, RedWorks Worldwide, merged with production company Hogarth Worldwide , forming Hogarth & Ogilvy in March 2015 to serve

2400-519: The agency focused on a "Twin Peaks" strategy of producing advertisements that are equally creative and effective. New business was also Young's priority. Young promoted Tham Khai Meng, his creative partner in the Asia-Pacific division, as Worldwide Chief Creative Officer in 2009. Tham laid out a five-year plan to improve the agency's performance at Cannes. According to Adweek , Tham's efforts resulted in

2480-564: The agency four clients that had small advertising budgets and were relatively unknown in the United States: Wedgwood China, British South African Airways , Guinness , and Bovril . Hewitt, Ogilvy, Benson, & Mather's first account was securing magazine advertising space for Wedgwood. The agency had its first successful ad with Ogilvy's concept "The Guinness Guide to Oysters", which was followed by several other similar food and Guinness pairing guides. The first large client

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2560-646: The agency's offices. Ogilvy Pride was formed in the agency's London office in 2015 as an LGBT practice. Company leadership said Ogilvy became too complicated with these individual units. CEO John Seifert launched the company's "re-founding" in June 2018, during which the company changed its name from Ogilvy & Mather to Ogilvy, restructured, and rolled out a new, unified brand and logo to simplify its services. All but one of Ogilvy's sub-brands were wrapped into one: Ogilvy. The company retained its separate strategy division, but renamed it to Ogilvy Consulting. In June 2020,

2640-551: The agency, resulted in Ogilvy's resignation in 1953. The agency's backers supported Ogilvy, leading to Hewitt's resignation and the agency reopening as Ogilvy, Benson & Mather in 1954. Ogilvy hired retired Benton & Bowles executive Esty Stowell in 1956 to handle operations and non-creative functions. During the 1950s, Ogilvy, Benson & Mather became known for its successful campaigns, which David Ogilvy called "big ideas". The agency, mainly under Ogilvy's creative direction, built

2720-463: The assistance of his sister Agnes Baden-Powell . After his marriage in 1912, his wife Olave Baden-Powell took a leading role in the development of Girl Guiding and Girl Scouting. As the movement spread, independent national Guiding associations were set up; however, a need for international cooperation was felt. Lady Baden-Powell founded an informal International Council in London in February 1918. At

2800-458: The campaign centered on a series of billboard advertisements, initially put up in Germany and United Kingdom , and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Rankin. The ads invited passersby to vote on whether a particular model was, for example, "Fat or Fab" or "Wrinkled or Wonderful", with the results of

2880-496: The car. The resulting advertisement featured the headline "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock", which Ogilvy took, giving credit, from a journalist's review. The rest of the copy outlined 11 of the car's distinguishing features and benefits. The advertisement became one of Ogilvy's most famous. Ogilvy joked that the ad "sold so many cars we dare not run it again". American Express had been an Ogilvy & Mather client since

2960-620: The company announced that Andy Main would be succeeding John Seifert as CEO. He restructured Ogilvy's services under five core business units: Advertising, Experience, Public Relations, Health, and Consulting. Notable clients the agency acquired in 2021 included vodka brand Absolut (March), car rental holding company Enterprise Holdings (April), The New York Philharmonic (July), TD Bank Group (September), World of Hyatt (May), US agency Federal Emergency Management Agency (October), and Coca-Cola (November). In September 2022, Devika Bulchandani replaced Main as CEO. Notable clients

3040-502: The company's logo. World Association of Girl Guides and Girl Scouts The World Association of Girl Guides and Girl Scouts ( WAGGGS / w æ ɡ z / ) is a global association supporting the female-oriented and female-only Guiding and Scouting organizations in 153 countries. It was established in 1928 in Parád , Hungary , and it has its headquarters in London , United Kingdom . It

3120-516: The compass needle showing the right way. The base of the trefoil stands for the flame of the love of humanity and the colours blue and gold represent the sun shining over all children in the world. The World Badge , incorporating the trefoil, was first adopted at the 11th World Conference in Evian, France in 1946. The World Association Badge , similar in design to the World Badge, was first adopted at

3200-589: The concept. To familiarize Americans with Schweppes , the agency created a spokesman named Commander Whitehead. Edward Whitehead , who was the company's president, was introduced as the Commander in a 1952 advertisement, which showed him arriving in New York with a briefcase labeled as the secrets of Schweppes. The campaign resulted in Schweppes becoming the standard tonic used in the country. The campaign continued into

3280-517: The cooker, he wrote a sales manual for the company in 1935 called "The Theory and Practice of Selling the Aga Cooker". It was later called "probably the best sales manual ever written", by Fortune magazine. David Ogilvy sent the manual to Francis who was persuaded to hire him as a trainee. Ogilvy began studying advertising, particularly campaigns from America, which he viewed as the gold standard. In 1938, David Ogilvy convinced Francis to send him to

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3360-406: The entire global account of information technology corporation IBM for the agency. Worth an estimated $ 500 million in billings, it was the largest account shift in the history of advertising. After four years, Beers stepped down as CEO. Lazarus, a 23-year veteran of the agency, was appointed CEO in 1996 and became chairman the next year. It was the first time a woman succeeded another woman at

3440-693: The establishment of the agency's direct-response service, called Ogilvy & Mather Direct, in 1976. It was renamed OgilvyOne Worldwide in 1997. The agency's growth through acquisitions was not led by Ogilvy, who feared the differing philosophies of the acquired agencies would undermine Ogilvy & Mather's culture and advertising beliefs, which he called the "True Church". After moving permanently to his French castle Château de Touffou in 1973, David Ogilvy stepped down as chairman and became Head of Worldwide Creative in 1975. The agency opened its public relations division, Ogilvy & Mather Public Relations, in 1980. The next year, Ogilvy & Mather established

3520-629: The five WAGGGS regions. In addition there is the permanent staff of the World Bureau based in London and headed by the WAGGGS Chief Executive (formerly Director of the World Bureau). Every three years representatives from the member states meet in a World Conference to discuss and vote on policy. The World Committee changed its name to the World Board in 1996. The job title of the head of staff

3600-524: The fourth World Conference held at Camp Edith Macy in 1926, representatives from several countries suggested the formation of a World Association to take the place of the informal International Council. After the 1926 International Conference the Baden-Powells were approached about setting up a formal association and in 1928 the World Association of Girl Guides and Girl Scouts was founded at the 5th International Conference held in Parád , Hungary . Rose Kerr

3680-591: The framework program provided. This contrasts with many formal education systems where young people must fit themselves into a rigid structure with little recognition of individual needs and differences. The Girl Guide/Girl Scout method is the specific way that the leadership works with girls and young women to achieve the mission of WAGGGS. It is an integrated approach with certain key elements: The Girl Guiding/Girl Scouting method can be used equally effectively with girls of all ages, abilities and backgrounds. In his book "Girl Guiding", Lord Baden-Powell (1918) wrote: Since

3760-593: The governance and leadership of WAGGGS. Each individual unit is democratically run with Girl Guides and Girl Scouts actively involved in leadership and in decision making. Girl Guiding/Girl Scouting is open to all girls and young women without distinction of creed, race, nationality, or any other circumstance. WAGGGS believes that the education of girls , and the education of boys, includes education for equal partnership. Young men and young women are taught to recognize their differences and their similarities, and to respect each other as individuals. Girl Guiding/Girl Scouting

3840-561: The grounds that Unilever also produces Fair and Lovely, a skin-lightening product marketed at dark-skinned women in several countries. Unilever brand Lynx's advertising campaign contradicted the sentiment of the Campaign for Real Beauty. Moreover, Unilever owns Axe hygiene products, which are marketed to men using overtly sexualized women, and SlimFast diet bars. Will Burns at Forbes called such criticism "irrelevant", arguing that consumers would not be able to recognize that these brands shared

3920-541: The idea that young women and girls are likelier to have distorted views of beauty. During the production of Daughters , a series of short films entitled "Beauty Crackdown" was pitched to Unilever as an "activation idea". Art director Tim Piper proposed to create Evolution with the budget left over from Daughters (C$ 135,000). It was designed to get viewers to find the campaign website to watch Daughters and to participate in mother-daughter workshops. After Evolution , Ogilvy produced Onslaught and Amy . Onslaught

4000-558: The images have actually been photoshopped to smooth the appearance of the women's skin, hide wrinkles and blemishes, fix stray hairs, etc. Photo retoucher Pascal Dangin of Box Studios told The New Yorker he edited the photos, saying "Do you know how much retouching was on that?" Nina Bahadur at HuffPost interviewed a Dove spokesperson who said Dove seeks to bring more awareness of beauty standards to women of different ages and cultural backgrounds. Critics and defenders have both pointed out that one ad campaign seeking to redefine beauty

4080-603: The island as a paradise. In 1952, Ogilvy & Mather launched a campaign to increase tourism for the British Tourist Authority . The "Come to Britain" campaign replaced drawings with photographs of the picturesque countryside. The advertisements resulted in the tripling of tourism to the UK. After the agency was assigned the Rolls-Royce account in 1959, David Ogilvy spent three weeks meeting with engineers and researching

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4160-551: The magazine Fast Company wrote that it "looked more like a holding company of its own". By 2018, Ogilvy was organized as a number of individual units that handled different areas of focus. Ogilvy Public Relations was responsible for the agency's public relations offering. OgilvyOne was the agency's direct marketing unit and it also advised clients on customer engagement . The firm's Ogilvy CommonHealth Worldwide unit focused on healthcare communications and marketing. The agency handled production work through Hogarth & Ogilvy,

4240-426: The message that "Many women undervalue themselves and also the way they look". Others criticized the ad's message as self-contradictory. Vega interviewed a 24-year-old viewer who said, "at the heart of it all is that beauty is still what defines women. It is a little hypocritical". Women in the target audience expressed mixed responses. Kate Fridkis at Psychology Today approved of the overall message, but noted that

4320-563: The models were mostly white, thin, and young. Fridkis also criticized Dove for patronizing women about their physical insecurities while being part of an industry that encourages women to find self-worth in their appearances. Erin Keane at Salon argued that Dove was "peddling the same old beauty standards as empowerment". Critics believe that the campaign focuses too greatly on the physical aspect of beauty instead of other forms of self-worth. Ann Friedman of The Cut argued, "These ads still uphold

4400-462: The notion that, when it comes to evaluating ourselves and other women, beauty is paramount. The goal shouldn't be to get women to focus on how we are all gorgeous in our own way. It should be to get women to do for ourselves what we wish the broader culture would do: judge each other based on intelligence and wit and ethical sensibility, not just our faces and bodies." Others expressed concerns that while Dove portrays their models as unedited and "real",

4480-621: The organization's founding, many Girl Guides and Girl Scouts have achieved positions as leading politicians, writers, businesswomen, and leaders. Senator Hillary Clinton (United States Senate), the Rt. Hon Dr. Marjorie Mowlam MP (politician in the United Kingdom ), Roberta Bondar Ph.D., MD (first Canadian woman astronaut ), and Betty Okwir (politician in Uganda ) are a few former and current Girl Guides and Girl Scouts. In 1965, Dame Leslie Whateley of

4560-453: The paid-for media space. Following this success, the campaign expanded into other media with a series of television spots ( Flip Your Wigs and the Pro-Age series, among others) and print advertisements ("Tested on Real Curves"), culminating in the 2006 Little Girls global campaign, which featured regional versions of the same advertisement in both print and screen, for which Unilever purchased

4640-633: The previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women. In October 2013, Free Being Me , a collaboration between Dove and the World Association of Girl Guides and Girl Scouts was launched, with the aim of increasing "self-esteem and body confidence" in girls. In 2017, Dove and Ogilvy London created limited-edition versions of body wash bottles meant to look like different body shapes and sizes. Dove produced 6,800 bottles of

4720-518: The production needs of all of WPP's agencies. The agency was named both the Cannes Lions "Network of the Year" and CLIO "Network of the Year" for four consecutive years, 2012, 2013, 2014 and 2015. It was also named Effies "World's most Effective Agency Network" in 2012, 2013 and 2016. Ogilvy Public Relations in China faced accusations in the media of overworking a 24-year-old employee who died of

4800-423: The rewards in a creative and playful style and seen as a move away from old perceptions of it being stuffy and corporate . In June 2017, American Express shifted almost all the business it had with Ogilvy to McGarryBowen . Ogilvy & Mather won Merrill Lynch's print and television advertising business in the late 1960s. In 1971, the agency suggested using a bull as a symbol of the company. The visual became

4880-631: The six different designs and sent them to 15 different countries. The Dove Campaign was one of the first campaigns considered as going "viral", a relatively new phenomenon in 2004. Ad Age ranked the campaign number 1 in a list of the top ad campaigns of the 21st century. Individual ads caused different reactions, both positive and negative. Evolution won two Cannes Lions Grand Prix awards. Katy Young at The Daily Telegraph called Real Beauty Sketches "one campaign that will make you think, and hopefully, feel more beautiful." Tanzina Vega at The New York Times interviewed an advertising exec who liked

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4960-681: The then Girl Guides World Bureau was awarded the Bronze Wolf , the only distinction of the World Organization of the Scout Movement , awarded by the World Scout Committee for exceptional services to world Scouting. Amongst its global initiatives, Free Being Me , a collaboration between WAGGGS and Unilever 's Dove Self Esteem Project was launched in October 2013, with the aim of increasing "self-esteem and body confidence" in girls. Girl Guides were formed in 1910 by Robert Baden-Powell , with

5040-490: The title of WPP honorary chairman, a position he relinquished in 1992. Following the departure of Roman for American Express in 1989, Graham Phillips became the chairman and CEO of Ogilvy & Mather Worldwide. In 1992, Charlotte Beers replaced Graham Phillips as chairman and CEO of Ogilvy & Mather Worldwide. Philips remained as vice chairman. Beers was recruited from the Tatham, Laird & Kudner advertising agency and

5120-665: The venture but insisted Ogilvy find a more experienced American to run it. David Ogilvy recruited Anderson Hewitt from J. Walter Thompson to serve as president and to supervise sales. Ogilvy would serve as secretary, treasurer, and research director. Along with their British sponsors, which held a controlling interest , Hewitt mortgaged his house and invested $ 14,000 in the agency and Ogilvy invested $ 6,000. On September 23, 1948, David Ogilvy opened his New York agency as Hewitt, Ogilvy, Benson, & Mather on Madison Avenue in Manhattan . Initially, Mather and Crowther and S.H. Benson gave

5200-678: The votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study in which Unilever intended to "[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty." According to Ad Age , the campaign successfully increased sales of Dove soap from $ 2 billion to $ 4 billion in three years. The series received significant media coverage from talk shows , women's magazines , and mainstream news broadcasts and publications, generating media exposure that Unilever has estimated to be worth more than 30 times

5280-407: The way to the ad's photo shoot . Hathaway was sold out of shirts within a week of the first ad's printing. The campaign increased the shirt maker's sales by 160 percent, resulted in new business for the agency, and turned the recognizable "Hathaway Man" and his eyepatch into a popular cultural trope . Disagreements between Hewitt and Ogilvy, particularly about creative direction and who should run

5360-487: The world. WAGGGS provides a non-formal educational program that provides training in life skills, leadership and decision making. It also offers projects and programs at an international level that enable Girl Guides and Girl Scouts to be responsible world citizens through action and activity in the community. WAGGGS is run by women for girls and young women. Girl Guides and Girl Scouts are trained in leadership and decision-making, and are encouraged to participate in

5440-565: Was Sunoco (then called Sun Oil), procured by Hewitt in February 1949. Helena Rubinstein cosmetics was the first client won by Ogilvy. A breakthrough came after the agency was approached by Maine-based shirt manufacturer C. F. Hathaway Company . The company only had a small budget, but its president promised to "never change a word of copy". In 1951, they introduced "The man in the Hathaway shirt" campaign. The advertisement featured an aristocratic man wearing an eyepatch that Ogilvy purchased on

5520-687: Was Vice Chairman, later Commissioner for Tenderfoot Countries. From 1930 to 1939 WAGGGS occupied a room at the headquarters of the British Girl Guide Association , until it moved to 9 Palace Street, next door to Our Ark . In 1920, two leaders from each known Guide country were invited to the British County Commissioners Conference held at Saint Hugh's College, Oxford . This became known as the First International Conference. The 13th World Conference

5600-417: Was also founded in 2012 by Rory Sutherland in Ogilvy & Mather's London office. #OgilvyChange employed psychologists and other behavioural scientists to consult on using research in these fields to understand and influence consumers. OgilvyAmp (short for "amplify") handled tasks related to the data planning and analytics needs of clients. The unit was established in 2014 and was present at over 50 of

5680-647: Was changed from Director of the World Bureau to Chief Executive between 1964 and 1997. Each WAGGGS Member Organization chooses how it believes it can best promote these goals, taking into account its culture and the needs of its young people. Some choose to work with girls alone in a single sex environment in order to break down stereotypes and to give girls and young women the confidence to take their place in society. Other Member Organizations prefer to work with mixed groups to enable young women and young men equal partnership within their units. Some Organizations choose to mix co-educational and single sex approaches according to

5760-551: Was conceived by Ogilvy Düsseldorf and London. The study resulted in a new consumer-centric versus product-centric advertising strategy, which Joah Santos referred to as P.O.V. - Purpose | Objective | Vision. The plan abandoned Unilever's traditional brand essence ladder in favor of a POV strategy "To make women feel comfortable in their own skin and to create a world where beauty is a source of confidence rather than anxiety." The original advertising research indicated that only 4% of women consider themselves beautiful. The first stage of

5840-446: Was headquartered in New York. In January 1965, both changed their names to Ogilvy & Mather and the parent company became known as Ogilvy & Mather International Inc. During the 1970s, Ogilvy & Mather acquired numerous other agencies: including S.H. Benson, one of its original sponsors, in 1971; Carson/Roberts in 1971; Scali, McCabe, Sloves in 1976; and Cone & Weber in 1977. Another acquisition, Hodes-Daniel, resulted in

5920-447: Was held in the same college in 1950. The member organizations continue to meet every three years (initially every two years) at World Conferences. The World Conference is the governing body and meets every three years. If a country has more than one association, the associations form a federation for coordination and world representation. WAGGGS consists of national Member Organizations which are run independently but agree to abide by

6000-572: Was hired by the ONDCP in 1998 to create anti-drug ads aimed at adolescents. At the time, it was the largest social marketing contract in history. Ogilvy & Mather repaid $ 1.8 million to the government to settle a civil suit based on the same billing issues. Miles Young became Worldwide CEO in January 2009 after leading the company's Asia-Pacific division for 13 years. Lazarus remained chairman until 2012, when Young succeeded her. Under Young's leadership,

6080-437: Was in its infancy, due to a loosening of tax restrictions; and educated manufacturers about the efficacy of advertising while producing "how-to" manuals for the nascent advertising industry. The company grew in prominence in the 1920s after creating leading non-branded advertising campaigns such as " an apple a day keeps the doctor away " and " Drinka Pinta Milka Day ". In 1921, Mather and Crowther hired Francis Ogilvy as

6160-467: Was named president of Ogilvy & Mather Worldwide. and was promoted to chairman in 1987. He became chairman of the Ogilvy Group in 1988, succeeding Graham Phillips. In 1989, WPP plc , a British advertising holding company , acquired the Ogilvy Group for $ 864 million, which, at the time, was the most ever paid for an advertising agency. David Ogilvy initially resisted the sale, but eventually accepted

6240-518: Was photographed by Annie Leibovitz and named "Print Campaign of the Decade" by Advertising Age in 1990. Ogilvy & Mather launched the slogan "My Life. My Card." in 2004 with ads featuring celebrities such as Ellen DeGeneres and Tiger Woods . In 2009 the "Realise the Potential" campaign was launched. The overall feeling and mood for this campaign was a modern, simple design that outlines some of

6320-702: Was rebranded as OPR. In addition to the agency's main services, Ogilvy & Mather operated several other specialty practices. In 2010, the agency created Ogilvy Noor, a practice focused on creating marketing that appeals to Muslims . OgilvyRED was established in 2011 as a consultancy within the agency that worked with Ogilvy's other units to prepare plans for clients' marketing strategies . The agency formed Social@Ogilvy in 2012 to work on social media projects for clients. The practice operated within each of Ogilvy & Mather's major units, including advertising, direct marketing, public relations, and digital marketing . The behavioural sciences practice #OgilvyChange

6400-407: Was the first "outsider" to lead Ogilvy & Mather. She was also the first woman to lead a major international agency. Beers introduced the concept of " brand stewardship" to the agency, a philosophy of brand-building over time. She is also credited with helping Ogilvy & Mather bring in new business after a downturn. In 1994, then–North America president Shelly Lazarus and Beers helped win

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