Offline Gurus - David Ogilvy
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ProgramCritique.com Review:
To anyone in advertising, David Ogilvy is not only a familiar but also a much-respected name. He passed away in 1999, but left behind an illustrious career. Books such as Ogilvy on Advertising, Confessions of an Advertising Man, and The Art of Writing Advertising : Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves may be dated, but the methods and principles that they contain provide excellent beginning guides.
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In his mantra for success, David Ogilvy gave priority to importance of research in advertising. He valued discipline and professional ethics in his professionals. His emphasis was always on creative brilliance - the BIG IDEA (always written in ALL CAPS). For him, creativity and originality were useless unless they brought results for clients with whom they did business. When presenting something in an ad, it had to be functional and relevant.
Some of David Ogilvy’s most successful campaigns are used even today. These include those that he did for Hathaway, Schweppes, Rolls-Royce, Puerto Rican Pablo Casals and Dove to name a few. He took the concept of brand image from the academic world and injected it into the lexicon of advertising. In 1955, he told the 4A’s – the American Association of Advertising Agencies: “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” He taught the concept of quality, expressed in visual taste and literate copy.
He is also regarded as the first consumerist. He changed the economics of advertising in being the first to work for fees instead of media commissions (many of his competitors regarded him as a traitor). He created a global brand in international advertising, Ogilvy and Mather, which is popularly known world over as O & M.
He was an actor, and he used theatricality as his selling point. He used drama for effect – and to make a point. He also established The David Ogilvy Award to recognize the agency campaign, which did most to improve a client’s sales or reputation. A small red plaque and $10,000 cash to the winner was with this admonition to others:
“If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.”
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