Ogilvy & Mather is expected to pick up the first-ever advertising
assignment for McKinsey & Company, the management consultancy whose
alumni include William Hague.
O&M is understood to have pitched against two other agency networks for
the task of creating a global branding campaign - both of which have
been told they have not won the business.
The pitch is thought to have been run out of O&M’s New York office, with
contributions from the London agency.
McKinsey is known for its meticulous data-gathering methods, devotion to
profits, discretion and the carefully cultivated mystique that inspired
its nickname, the Firm.
But it has opted for a more open approach of late, such as letting TV
cameras in for a recent Channel 4 documentary on its business.
It is still unclear how much the business will be worth. However, the
rival consultancy, PricewaterhouseCoopers, spends dollars 60 million
through Ammirati Puris Lintas and the Boston-based Hill, Holliday,
McKinsey’s search for an agency is partly the result of increased
competition from newer players including Monitor and Gemini.
No-one from McKinsey or O&M was available for comment.