School Reports 2018
[Extended edition]
Ogilvy & Mather London

Ogilvy & Mather London

Type of agency & ownership:  Integrated creative agency, owned by WPP
Nielsen billings 2017: £229m (+35%)
Declared income: n/s
Total accounts at year end: 39
Accounts won: 10 (biggest: Boots)
Accounts lost: 1 (Pizza Hut Delivery)
Number of staff: 384 (+32%)
Key personnel: Charlie Rudd, chief executive; Mick Mahoney, chief creative officer; Clare Donald, chief production officer; Kevin Chesters, chief strategy officer
Star player: Dani Matthews, head of design

Year in review

No more making excuses for Ogilvy & Mather London. For years, its giant, globally aligned clients were blamed for its inability to crack the UK ad market. Last year it got its hands on three brands that any UK agency would kill for, with British Airways returning to the Ogilvy fold, as well as Vodafone and Boots. Could the agency step up to the plate? After all, its creative work hasn’t exactly been lighting fires in the recent past.

Even now, O&M’s creative output can best be described as mixed. Its seesawing product may be reflected in the fact that its first Martin Freeman TV spot for Vodafone was a Campaign "Turkey", while another in the "Time to change" campaign, highlighting mental-health issues for young people, was a "Pick of the week".

Yet, when then the agency hits its creative stride, it can be good. Its 2017 Christmas ad for Boots, highlighting the bond between sisters, was described by entertainment website LADbible as "everything John Lewis’ 2017 effort wished it could have been".

Boots, Vodafone and BA, which arrived from Mother, Grey and Bartle Bogle Hegarty respectively, will take a lot of bedding down and careful servicing; the departure of feisty group chief executive Annette King to Publicis won’t help. This is no doubt why chief creative officer Mick Mahoney drafted in the experienced Martha Riley and Joao Linneu as creative directors. Their brief is to oversee the agency’s art direction and provide mentoring to a creative department having to get to grips not only with the three major arrivals, but also new briefs for Halls and Trebor mints, resulting from the agency’s burgeoning relationship with Mondelez.

Agency's Year In A Tweet



Score this year: 7
Score last year: 7
How the agency scores itself: 7
Management strength: 7
Creativity: 6
Innovation: 6
New business: 9
Diversity: 7

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Retained:





British Airways (IHG)

Mondelez: Trebor




American Express

Barclays Wealth



Coca-Cola (roster)

UK Government; HM Treasury

Department for Business Innovation & Skills

Department for Communities of Local Government

Department of International Trade

PHE: Sexual Health

Heineken; Kronenbourg 1664

Blind Pig Cider


Kimberley-Clark; Huggies



Rachel’s Organic


SC Johnson; Kiwi


Mr Muscle


Unilever; Dove

Dove Men + Care





Time To Change

National Citizen Service

Project-based clients: Converse, Coca-Cola, Sipsmith, WWF

Top three spending accounts:

Unilever: (£108.7m)

Vodafone (£88m)

Boots: (£66.8m)

Number of retained accounts: 35
Number of accounts that are projects: 4
Biggest win: Boots (£80m)
Biggest loss: n/s



Haymarket award wins