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.
This could also be of interest:
Research Papers
Research and the advertising agency
Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Harry E. Stone
 
June 15, 1961
Research Papers
The co-ordination of international research
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Max K. Adler
 
June 15, 1959
Research Papers
The use of Telpex by creative men in an advertising agency
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Günter Lott
 
June 1, 1966
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)