reopening as Ogilvy, Benson & Mather in 1954. Ogilvy hired retired Benton & Bowles executive Esty Stowell in 1956 to handle operations and non-creative functions. During the 1950s, Ogilvy, Benson & Mather became known for its successful campaigns, which David Ogilvy called "big ideas". The agency, mainly under Ogilvy's creative direction, built a reputation for "quality" advertising, which was defined by its use of well-researched "long copy", large photographs, and clean layouts and typography. Ogilvy believed advertising's purpose was to sell through information and persuasion, as opposed to entertaining. That same year, the agency nearly doubled in size after winning the Shell Oil account. The agency agreed to work for Shell on a fee basis rather than the traditional commission model and became one of the first major advertising agencies to do so. Ogilvy & Mather In reaction to the growth of international advertising, Ogilvy, Benson & Mather formed an equal partnership with Mather & Crowther in November 1964. Under the terms of the partnership, the two agencies became subsidiaries of a new parent company called Ogilvy & Mather, which was headquartered in New York. In January 1965, both changed their names to Ogilvy & Mather and the parent company became known as Ogilvy & Mather International Inc. During the 1970s, Ogilvy & Mather acquired numerous other agencies: including S.H. Benson, one of its original sponsors, in 1971; Scali, McCabe, Sloves in 1976; and Cone & Weber in 1977. Another acquisition, Hodes-Daniel, resulted in the establishment of the agency's direct-response service, called Ogilvy & Mather Direct, in 1976. It was renamed OgilvyOne Worldwide in 1997. The agency's growth through acquisitions was not led by Ogilvy, who feared the differing philosophies of the acquired agencies would undermine Ogilvy & Mather's culture and advertising beliefs, which he called the "True Church". After moving permanently to his French castle Château de Touffou in 1973, David Ogilvy stepped down as chairman and became Head of Worldwide Creative in 1975. 1980s The agency opened its public relations division, Ogilvy & Mather Public Relations, in 1980. The next year, Ogilvy & Mather established the Interactive Marketing Group and became the first major agency to establish an interactive capability. In December 1983, David Ogilvy retired as Creative Head. In 1985, Ogilvy & Mather International was renamed as the Ogilvy Group Inc. The group included three divisions: Ogilvy & Mather Worldwide, a new name for all Ogilvy &