Being a leading global advertising agency, why did Ogilvy & Mather undertake a study on “eating disorders”?
Ogilvy & Mather is basically a brand communication agency. We strongly believe that there’s a vital need to understand consumers’ psyche to build successful brands. Which is why we undertake extensive studies almost every year. And we use this knowledge to communicate our brand messages effectively. Ogilvy already has a substantial amount of expertise in food, nutrition and dietary health due to our work in global markets. What was missing from our understanding was a wider contextual understanding of food and its related behaviour as seen from a regional perspective. As a 360-degree brand communication agency, Ogilvy is committed to brand development in every aspect from product initiation to advertising. How long did it take for O&M to conduct this study on `Eating Disorders’? What are the other research studies Ogilvy has carried out in the recent past? It took almost six months to complete the study on `Eating Disorders’. Ogilvy conducted 220 focus group discussion as well as 6,000
