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David MacKenzie Ogilvy (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called “The Father of Advertising.” In 1962, Time called him “the most sought-after wizard in today's advertising industry." [1] He was known for a career of expanding the bounds of both creativity and morality. Image File history File links Broom_icon. ...
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June 23 is the 174th day of the year (175th in leap years) in the Gregorian calendar, with 191 days remaining. ...
1911 (MCMXI) was a common year starting on Sunday (link will display the full calendar). ...
July 21 is the 202nd day (203rd in leap years) of the year in the Gregorian calendar, with 163 days remaining. ...
1999 (MCMXCIX) was a common year starting on Friday, and was designated the International Year of Older Persons by the United Nations. ...
Time, (whose trademark is capitalized TIME) is a weekly American newsmagazine, similar to Newsweek and U.S. News & World Report. ...
Early life (1911–1938) David Mackenzie Ogilvy was born on June 23, 1911 at West Horsley, Surrey, the son of a classics scholar and financial broker. At the age of 13 he attended Fettes College, in Edinburgh, and won a scholarship in history to Christ Church College, Oxford six years later in 1929. Without the scholarship he would have been unable to attend university because his father's business was badly hit by the depression of the mid-twenties. In the event, his studies were unsuccessful and he left Oxford for Paris in 1931 without graduating. He became an apprentice chef in the Majestic Hotel. After a year in Paris he returned to England and started selling Aga cooking stoves door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA cooker, for the other salesmen. Thirty years later this manual was still read by Fortune magazine editors. They called it the finest sales instruction manual ever written. His older brother Francis Ogilvy, who was working for the London advertising agency Mather & Crowther, showed this manual to the agency management, who offered Ogilvy a position as an account executive. In 1938 he persuaded the agency to send him to the United States for a year. June 23 is the 174th day of the year (175th in leap years) in the Gregorian calendar, with 191 days remaining. ...
1911 (MCMXI) was a common year starting on Sunday (link will display the full calendar). ...
West Horsley is a small village between Guildford and Leatherhead in Surrey, England. ...
Fettes College is an independent boarding and day school in Edinburgh, Scotland. ...
This article or section does not adequately cite its references or sources. ...
Christ Church (in full: The Cathedral Church of Christ in Oxford of the Foundation of King Henry VIII) is one of the largest and wealthiest of the constituent colleges of the University of Oxford in the United Kingdom. ...
City flag City coat of arms Motto: Fluctuat nec mergitur (Latin: Tossed by the waves, she does not sink) Paris Eiffel tower as seen from the esplanade du Trocadéro. ...
Motto (French) God and my right Anthem God Save the King (Queen) England() – on the European continent() – in the United Kingdom() Capital (and largest city) London (de facto) Official languages English (de facto) Government Constitutional monarchy - Queen Queen Elizabeth II - Prime Minister Tony Blair MP Unification - by Athelstan 967 Area...
AGA is the abreviation of the company name Aktiebolaget Gas Accumulator. ...
Fortune or fortune can refer to: Luck Wealth Fortune magazine The fortune Unix/Linux command, which prints a random quote Fortune (Metal Gear), a character from Metal Gear Solid 2: Sons of Liberty. ...
When Ogilvy tasted blood Just after his few months in advertising Ogilvy did something that changed advertising forever. A man walked into Ogilvy's London agency wanting to advertise the opening of his hotel. Since he just had $1000 he was turned to the novice - Ogilvy. Young Ogilvy bought $1000 worth of postcards and sent an invite to everybody he found in the local telephone directory. The hotel opened with a full house. "I had tasted blood", says Ogilvy in his Confessions.
At Gallup (1938–1948) In 1938, Ogilvy emigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality.
During World War II, Ogilvy worked with the Intelligence Service at the British Embassy in Washington. There he wrote enormously, analyzing and making recommendations on matters of diplomacy and security. He extrapolated his knowledge(source:David Ogilvy - Biography Ogilvy & Mather © 2000) of human behavior from consumerism to nationalism in a report which suggested "applying the Gallup technique to fields of secret intelligence." Eisenhower’s Psychological Warfare Board picked up the report and successfully put Ogilvy’s suggestions to work in Europe during the last year of the war. Ogilvy & Mather Worldwide is an advertising agency that has a worldwide presence. ...
After the war, Ogilvy bought a farm in Lancaster County, Pennsylvania and lived among the Amish. The atmosphere of "serenity, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, but eventually he admitted his limitations as a farmer and moved to New York.
The Ogilvy & Mather years (1949–1973) After working as a chef, researcher and farmer Ogilvy started his agency along with two other partners Mather and Crowther. It was named Ogilvy, Mather & Crowther. After the exit of Crowther it was named Ogilvy & Mather. Ogilvy had just $6000 in his account when he started the agency. He writes in his book Confessions of an Advertising Man that initially he had to struggle to get clients. Ogilvy & Mather Worldwide is an advertising agency that has a worldwide presence. ...
Ogilvy & Mather was built on David Ogilvy's principles: in particular, that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer.
But his belief was strong. He made best of whatever came his way. His entry into the company of giants started with several (to use the phrase du jour) iconic campaigns.
“The man in the Hathaway shirt” with his aristocratic eye patch.
“The man from Schweppes is here” introduced Commander Whitehead, the elegant bearded Brit, bringing Schweppes (and “Schweppervesence”) to the U.S. Cadbury-Schweppes plc (Cadbury Trebor Bassett) is a chocolate and beverage company with its headquarters in London, UK. Jacob Schweppe developed a method to make mineral water in Geneva, Switzerland in 1783. ...
Perhaps the most famous headline in the car business – “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”.
“Pablo Casals is coming home – to Puerto Rico”. Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. Casals redirects here. ...
Perhaps his greatest sales success (for which he is less recognized) – “Only Dove is one-quarter cleansing cream”. With this positioning, still being used 50 years later, Dove now outsells every soap in the U.S. and around the world. Dove is a soap and personal care brand (including hair care products) owned by Unilever. ...
He believed that the best way to get new clients is to do great work for existing clients. And he was right. Success of his early campaigns helped him to get big clients like Rolls-Royce and Shell. He created an avalanche of new clients. Ogilvy & Mather was an instant success. Rolls-Royce Limited was a British car and aero-engine manufacturing company founded by Henry Royce and C.S. Rolls on 15 March 1906 and was the result of a partnership formed in 1904. ...
Royal Dutch Shell PLC is a multinational oil company (oil major) of Anglo Dutch origin. ...
In 1973 Ogilvy retired as Chairman of Ogilvy & Mather and moved to Touffou, his estate in France. While no longer involved in day-to-day operations of the agency, he stayed in touch with the company. Indeed, his correspondence so dramatically increased the volume of mail handled in the nearby town of Bonnes that the post office was reclassified at a higher status and the postmaster's salary raised.
Life with WPP and afterwards (1989–1999) Ogilvy came out of retirement in the 1980s to serve as chairman of Ogilvy & Mather in India. He also spent a year acting as temporary chairman of the agency’s German office, commuting daily between Touffou and Frankfurt. He visited branches of the company around the world, and continued to represent Ogilvy & Mather at gatherings of clients and business audiences.
In 1989 The Ogilvy Group was bought by WPP Group, a British holding company, for US$864 million. Two events occurred simultaneously: WPP became the largest marketing communications firm in the world, and David Ogilvy was named the company's non-executive chairman (a position he held for three years). // WPP Group plc (LSE: WPP) (NASDAQ: WPPGY), based in London, is one of the worlds largest communications services groups, employing 91,000 people working in over 2,000 offices in 106 countries. ...
At age 75, Ogilvy was asked if anything he'd always wanted had somehow eluded him. His reply, "Knighthood. And a big family – ten children." (His only child, David Fairfield Ogilvy, was born during his first marriage, to Melinda Street. That marriage ended in divorce (1955) as did a second marriage to Anne Cabot. Ogilvy married Herta Lans in France in 1973.)
He didn’t achieve knighthood, but he was made a commander of the British Empire in 1967. He was elected to the US Advertising Hall of Fame in 1977 and to France's "Order of Arts and Letters" in 1990. He chaired the Public Participation Committee for Lincoln Center. He was appointed Chairman of the United Negro College Fund in 1968, and trustee on the Executive Council of the World Wildlife Fund in 1975.
David Ogilvy died on July 21, 1999 at his home in Touffou, France. Ogilvy remains one of the most famous names in advertising and one of the handful of thinkers (Raymond Rubicam, Leo Burnett, William Bernbach, Ted Bates) who shaped the business after the 1920s.
Works In his book Ogilvy on Advertising he mentions a series of three ads produced in 1981 by a French advertising agency. The first ad showed a beautiful woman in a bathing suit and the caption said “On September 2, I will take off my top.” On September 2 a second ad showed the same woman wearing only the thong from her bathing suit and the caption said “On September 4, I will take off the bottom.” By September 4 the buzz was intense. Every man was eager to see if she would keep her promise. She did (but she also turned around, with her back now to the camera). (If you wish to see the three ads they are in Ogilvy, D 1983: page 26-27). September 2 is the 245th day of the year (246th in leap years) in the Gregorian calendar. ...
September 2 is the 245th day of the year (246th in leap years) in the Gregorian calendar. ...
September 4 is the 247th day of the year (248th in leap years). ...
September 4 is the 247th day of the year (248th in leap years). ...
For the Ludacris album, see Word of Mouf. ...
His book Ogilvy on Advertising is a commentary on advertising, and not all the ads shown in the book are his. In early 2004, Adweek magazine asked people in the business “Which individuals—alive or dead—made you consider pursuing a career in advertising?” Ogilvy topped the list. And the same result came when students of advertising were surveyed. His best-selling book Confessions of an Advertising Man is one of the most popular and famous books on advertising. Adweek is a weekly American advertising trade publication. ...
Confessions of an Advertising Man is a book by David Ogilvy. ...
Ogilvy’s advertising mantra followed these four basic principles.
- Research—Coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as Research Director.
- Professional discipline—“I prefer the discipline of knowledge to the chaos of ignorance.” He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals.
- Creative brilliance—A strong emphasis on the “BIG IDEA.”
- Results for clients—“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create” is one of his more famous quotes that might be apt here.
Notes
References - Ogilvy, D. (1983), Ogilvy on Advertising, John Wiley and Sons, Toronto, 1983 ISBN 0-517-55075-X (and Pan Books, London, 1983 ISBN 0-330-26985-2).
- Ogilvy, D. (1985), Confessions of an Advertising Man, Atheneum, Revised edition, 1988, ISBN 0-689-70800-9
- Terry, Dan'l (1994), "David Ogilvy" in The Ad Men & Women, Edd Applegate, ed., Greenwood, Westport, CT, 1994 ISBN 0-313-27801-6
Confessions of an Advertising Man is a book by David Ogilvy. ...
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