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1、History[edit]Ogilvy&Matherwasfoundedin1948byDavidOgilvy.AfterashortandsuccessfulcareerinsalesOgilvyhadbeenemployedinLondonin1935byhisbrotherFrancisOgilvyattheBritishadshopMather&CrowtherwhichhadbeenfoundedbyEdmundMatherin1850.[1]Mather&CrowthersentDavidOgilvytotheUSin1938.F
2、ollowingatenyeargapduringwhichtimeheworkedinresearch,forBritishIntelligenceduringWWIIandasabbaticalperiod,Ogilvyin1948startedaUSagencywiththebackingofMather&Crowther,whobythenhadmergedwiththeBensonagencygroupintheUK.OgilvyopenedhisUSshopas"Hewitt,Ogilvy,Benson,&Mather"inMan
3、hattanwithastaffoftwoandnoclients.[2]Thecompanybecamealeadingworldwideagencybythe1960s.[citationneeded]CentraltoitsgrowthwasitsstrategyofbuildingbrandssuchasAmericanExpress,BP,Ford,Barbie,MaxwellHouse,IBM,Kodak,Nestlé,CadburyandUnileverbrandsPond'sandDove.[3]Ogilvy&Matherwa
4、sbuiltonOgilvy'sprinciples,inparticular,thatthefunctionofadvertisingistosellandthatsuccessfuladvertisingforanyproductisbasedoninformationaboutitsconsumer.Hisentryintothecompanyofgiantsstartedwithseveraliconiccampaigns:"ThemanintheHathawayshirt"withhisaristocraticeyepatch;"T
5、hemanfromSchweppesishere"introducedCommanderWhitehead,theelegant,beardedBrit,bringingSchweppes(and"Schweppervesence")totheUnitedStates.;"At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock";and"PabloCasalsiscominghome–toPuertoRico",acampaignthatOgilv
6、ysaidhelpedchangetheimageofacountryandwashisproudestachievement."OnlyDoveisone-quartermoisturizingcream".ThiscampaignhelpedDovebecomethetopsellingsoapintheU.S.In1989,TheOgilvyGroupwaspurchasedbyWPPGroup.Clients[edit]Ogilvy&Matherboardhasproducedworkforawiderangeofleadingbra
7、nds,including:AmericanExpress(since1962)[5]BritishAmericanTobacco(since1981)[5]Amway(since2009)[6]Coca-ColaCompany(since2001)[7]LouisVuitton(since2006)Controversies[edit]Ogilvycausedsomecontroversyin2004whenareportedlydiscardedvideoadvertisementfortheFordSportKahatchbackbeg
8、anspreadingvirallyviaemail.The40-secondvideo,whichshowsalifelikecomputer-generated
