Greg Ketchum and the World of Advertising – By Eileen Zhang

American_express

Not many of us are experts on the
advertising industry, but as consumers, we know when an ad is effective.  With appearances from celebrities like Ellen
DeGeneres, Tina Fey, Robert DeNiro, and Martin Scorsese, American Express’s “My
Life, My Card” commercials are funny, smart, and certainly memorable. The
brains behind the campaign is the advertising agency Ogilvy and Mather, where
our guest speaker Greg Ketchum is the Senior Partner and Group Creative
Director. Celebrating its 60 year anniversary in September this year, Ogilvy
and Mather was started in 1948 on Madison Avenue by David Ogilvy, who is often
known as “the father of advertising.” The new agency had a hard time finding
clients, but after six decades it can now boast of clients like BP, Coca-Cola,
Gillette, Mattel, Nestle, and many other well-known brands. Our familiarity
with these big brands proves that Ogilvy was right in believing in the power of
brands: as he put it, “Every advertisement is part of the long-term investment
in the personality of a brand.” With innovative ideas like the Dove Campaign
for Real Beauty or putting hilarious videos on the internet to attract young
consumers to Motorola’s new line of phones, Ogilvy and Mather has been no stranger
to the Cannes Lion International Advertising Festival, basically the Oscars of
advertising.

Ketchum has been with the company since
2004 and has worked on brands like Motorola and Lenovo and is currently
involved with IBM. Before Ogilvy and Mather, Ketchum started with newspaper ads
and then joined BBDO, a major advertising agency network, where he eventually
became Senior Vice President and also Creative Director on Apple Computer. His
award-winning work also includes campaigns for Saturn and Hewlett-Packard.

For a look at Ogilvy and Mather’s portfolio, go to http://www.ogilvy.com/portfolio/portfolio.php.

American Express commercial with Martin Scorsese: http://www.youtube.com/watch?v=45iZP6AWT3c.

 

Sources:

1. http://www.ogilvy.com/

2. http://en.wikipedia.org/wiki/Ogilvy_&_Mather

3. http://en.wikipedia.org/wiki/BBDO

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