Ogilvy and Mather
Written by Maggie Harpur and Ryan Strength
Photographed by Gabrielle Mazza

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   Ogilvy & Mather is a well-known advertising agency that has recently worked with Irish clients such as Ulster Bank, Lucozade energy drink and Safefood in addition to international clients such as Heinz, Ford and Maxwell House. On May 11, students from Point Park had the opportunity to meet with Jo Woods, an account manager with the agency and Claire Carroll, a digital media strategist.
   Woods explained to the students how much work is required when creating advertising campaigns for clients. First the account manager meets with the client about the vision they want to portray in the advertisements. Then the advertising agency conducts plenty of research using focus groups and surveys. After all the research has been gathered, a creative brief or strategy for the campaign is written before the “crucible meeting,” where the creative and strategic teams agree on a final brief and proposal.
   Clients will sometimes have specific ideas they want included in the campaign. For example, Ulster Back wanted to be seen as helpful. The idea was proposed to three creative teams who brought the concept to an emotional level. They asked themselves, “What did it feel like when someone put us first?” While the Ulster campaign is still in the creative stages, the current idea is “help, the biggest little word in the world.”
   In addition, Woods took the students through the Health Service Executive (HSE) campaign and how it was researched, planned and executed. The campaign brings attention to the issue of teen suicide in Ireland. During the trip, many of the students saw the commercials Ogilvy & Mather produced as a part of this campaign.
Carroll also spoke to the students about her job. She emphasized the importance of digital media in today’s world and she is responsible for explaining its importance to the company’s clients.
   “It’s our job to teach them [the clients] and help them. If we don’t, I think that is a reflection of our industry,” said Carroll.
   She also expressed her feelings about social media.
   “I hate the term ‘social media.’ Media is always social and always has been,” said Carroll.
   Both Woods and Carroll gave the students insight into the Irish advertising business and stressed the importance of passion for the job. They said it’s overwhelming at times, but they both love what they do, which makes it all worthwhile.

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Photo 1: Jo Wood, strategic planner, discusses how she got involved with Ogilvy & Mather.

Photo 2: Kristen Zelenka, junior advertising and public relations student, takes notes during the lecture.

Photo 3: Micky Haney, junior broadcasting major, records the Ogilvy & Mather lecture.

Photo 4: Claire Harold from Ogilvy & Mather talks to Point Park's faculty and students as to what she does as a digital strategist.

Photo 5: Jo Wood gives advice to Point Park University students about the future.