Abstract:

Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which creative research was handled. This reorganisation followed a period in which a careful study was made of the creative research operation in the other three large agencies in the group. This paper gives a summary of the problems identified during the study, an account of the solution adopted in the London agency and a report on the operation of the new system.