Art Camp the Ward Museum of Wildfowl Art August 19

David Ogilvy CBE
Born	David Mackenzie Ogilvy 23 June 1911 West Horsley, Surrey, England, Britain
Died	21 July 1999(1999-07-21) (aged 88) Château de Touffou, Bonnes, French republic
Occupation	Advertising executive
Children	David F. Ogilvy
Relatives	Ian Ogilvy (nephew)

David Mackenzie Ogilvy CBE (; 23 June 1911 – 21 July 1999) was a British advertising tycoon, founder of Ogilvy & Mather, and known as the "Father of Advertizing". Trained at the Gallup inquiry arrangement, he attributed the success of his campaigns to meticulous research into consumer habits. His near famous campaigns include Rolls-Royce, Dove soap, and Hathaway shirts.

Early life (1911–1938) [edit]

David Mackenzie Ogilvy was born on 23 June 1911 at West Horsley, Surrey in England. His mother was Dorothy Blew Fairfield (1881-1942), daughter of Arthur Rowan Fairfield, a civil servant from Republic of ireland. His begetter, Francis John Longley Ogilvy, (1866-1943) was a stockbroker.^{[1] [ii]}

He was a first cousin once removed of the writer Rebecca West and of Douglas Holden Blew Jones, who was the brother-in-law of Freda Dudley Ward and the father-in-police force of Antony Lambton, 6th Earl of Durham.^[three] Ogilvy attended St Cyprian's School, Eastbourne, on reduced fees because of his father'south straitened circumstances and won a scholarship at historic period thirteen to Fettes College, in Edinburgh. In 1929, he again won a scholarship, this time in history, to Christ Church, Oxford. Without the scholarships, Ogilvy would not have been able to attend Fettes or Oxford University because his father's concern was badly hit past the depression of the mid-1920s. His studies were non successful, withal, and he left Oxford for Paris in 1931 where he became an apprentice chef in the Hotel Royal. Afterwards a year, he returned to Scotland 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 teaching transmission, The Theory and Practise of Selling the AGA Cooker,^[4] for the other salesmen. Thirty years later, Fortune magazine editors called it the finest sales pedagogy manual always written.^[five]

After seeing the manual, Ogilvy's older blood brother Francis Ogilvy—the father of role player Ian Ogilvy—showed the manual to management at the London advertising agency Mather & Crowther where he was working. They offered the younger Ogilvy a position equally an business relationship executive.^[vi]

At Gallup (1938–1948) [edit]

In 1938, Ogilvy persuaded his agency to send him to the United States for a twelvemonth, where he went to work for George Gallup's Audition Research Plant in New Bailiwick of jersey. Ogilvy cites Gallup every bit ane of the major influences on his thinking, emphasizing meticulous inquiry methods and adherence to reality.

During Globe State of war Two, Ogilvy worked for the British Intelligence Service at the British embassy in Washington, DC. There he analysed and fabricated recommendations on matters of diplomacy and security. According to a biography produced by Ogilvy & Mather, "he extrapolated his knowledge of human behaviour from consumerism to nationalism in a report which suggested 'applying the Gallup technique to fields of secret intelligence.'"^[7] 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 state of war.

Likewise during Globe State of war II David Ogilvy was a notable alumnus of the secret Campsite 10, located virtually the towns of Whitby and Oshawa in Ontario, Canada. According to an commodity on the army camp:^[8] "Information technology was in that location he mastered the ability of propaganda before becoming male monarch of Madison Artery. Although Ogilvy was trained in demolition and close combat, he was ultimately tasked with projects that included successfully ruining the reputation of businessmen who were supplying the Nazis with industrial materials."^[9]

Ogilvy married Sophie Louise Blew Jones.

Subsequently the war, Ogilvy bought a subcontract in Lancaster County, Pennsylvania, and lived amid the Amish. The atmosphere of "repose, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, just somewhen he admitted his limitations as a farmer and moved to Manhattan.^{[ citation needed ] [10]}

The Ogilvy & Mather years (1949–1973) [edit]

Having worked as a chef, researcher, and farmer, Ogilvy now started his ain advertising agency with the bankroll of Mather and Crowther, the London agency being run by his elder brother, Francis, which later on caused another London agency, Southward.H. Benson. The new bureau in New York was called Ogilvy, Benson, and Mather. David Ogilvy had simply $half-dozen,000 ($59,726.72 in 2016 dollars) in his account when he started the agency. He writes in Confessions of an Advertizing Human being that, initially, he struggled to get clients. Ogilvy also admitted (referring to the pioneer of British advertising Bobby Bevan, the chairman of Benson): "I was in awe of him only Bevan never took observe of me!" They would meet later on, all the same.^[xi]

Ogilvy & Mather was built on David Ogilvy'southward principles; in particular, that the function of advert is to sell and that successful advertising for any product is based on information about its consumer. He disliked advertisements that had loud patronizing voices, and believed a customer should be treated as intelligent. In 1955, he coined the phrase, "The client is not a moron, she'south your wife" based on these values.^[12]

His entry into the visitor of giants started with several iconic advertising campaigns; quondam Starting time Lady Eleanor Roosevelt did a commercial for Good Luck Margarine in 1959.^[xiii] In his autobiography, Ogilvy on Advertisement,^[14] he said information technology had been a mistake to persuade her to do the advertizing – non considering information technology was undignified, but considering he had grown to realize that putting celebs in ads is a mistake.^{[ commendation needed ]}

"The man in the Hathaway shirt" with his aristocratic center patch which used George Wrangel equally model; "The human being from Schweppes is here" introduced Commander Edward Whitehead, the elegant disguised Brit, bringing Schweppes (and "Schweppervescence") to the U.South.; a famous headline in the automobile business, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock";

Ogilvy believed that the best manner to get new clients was to do notable work for his existing clients. Success in his early campaigns helped Ogilvy get big clients such as Rolls-Royce and Beat out. New clients followed and Ogilvy'due south visitor grew speedily. He was widely hailed as the "Father of Advertising".^{[15] [xvi]} In 1962, Time called him "the most sought-afterwards wizard in today'southward advertising industry".^[17]

In 1973, Ogilvy retired as chairman of Ogilvy & Mather and moved to Touffou, his estate in France. While no longer involved in the bureau's day-to-day operations, he stayed in bear upon with the company. His correspondence and then dramatically increased the book of mail handled in the nearby boondocks of Bonnes that the post office was reclassified at a higher status and the postmaster'south salary raised.^{[ citation needed ]}

Ogilvy & Mather linked with H.H.D Europe in 1972.^{[ clarification needed ]}

Life with WPP and after (1989–1999) [edit]

Ogilvy came out of retirement in the 1980s to serve as chairman of Ogilvy, Benson, & Mather in Bharat. He also spent a year acting as temporary chairman of the bureau's German part, commuting weekly betwixt Touffou and Frankfurt. He visited branches of the company around the globe, and continued to represent Ogilvy & Mather at gatherings of clients and concern audiences.

In 1989, The Ogilvy Grouping was bought past WPP Group, a British parent company, for $864 million (US) in a hostile takeover made possible past the fact that the company group had made an IPO as the first company in marketing to do so.

During the takeover procedures, Sir Martin Sorrell, the founder of WPP, was described by Ogilvy as an "odious little shit",^[18] and he promised to never work over again. (Reports softened it to "odious piffling jerk", and when Martin Sorrell signed his next visitor report, he followed the signature with the messages OLJ.) Two events followed simultaneously, nonetheless: WPP became the largest marketing communications firm in the globe,^{[ commendation needed ]}and David Ogilvy was named the company'due south non-executive chairman (a position he held for three years). Somewhen he became a fan of Sorrell. A letter of the alphabet of apology from Ogilvy adorns Sorrell'due south office, which is said to exist the only apology David Ogilvy ever offered in any class during his adult life.^{[ co-ordinate to whom? ]} Merely a year subsequently his derogatory comments about Sorrell, he was quoted as saying, "When he tried to have over our company, I would liked to have killed him. But information technology was not legal. I wish I had known him 40 years ago. I like him enormously now."^{[ citation needed ]}

At age 70-v, Ogilvy was asked if there was anything he'd ever wanted but had somehow eluded him. His reply was, "Knighthood. And a big family - 10 children." His only child, David Fairfield Ogilvy, was born during his starting time spousal relationship, to Melinda Street. That marriage ended in divorce (1955) every bit did a 2nd spousal relationship to Anne Cabot. Ogilvy married Herta Lans in France during 1973.

Ogilvy was made a Commander of the Gild of British Empire (CBE) in 1967. He was elected to the U.S. Ad Hall of Fame in 1977 and to France'southward Order of Arts and Letters in 1990. He chaired the Public Participation Committee for Lincoln Center in Manhattan and served equally a member of the Metropolitan Museum of Art'due south 100th Anniversary Committee.^[nineteen] He was appointed Chairman of the United Negro Higher Fund in 1968, and trustee on the Executive Quango of the World Wildlife Fund in 1975. Mr. Ogilvy was inducted into the Junior Achievement U.Due south. Business Hall of Fame in 1979.

David Ogilvy died on 21 July 1999 at his home, the Château de Touffou, in Bonnes, France.^[20]

Works [edit]

His book Ogilvy on Advertising is a general commentary on advertising. His book Confessions of an Advertising Man is a book on ad.

Ogilvy's advertising philosophy followed these 4 basic principles:^[21]

• Artistic brilliance: had a stiff emphasis on the "BIG IDEA".
• Research: coming, every bit he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own bureau, he billed himself as research director.
• Actual results for clients: "In the modern earth of business, it is useless to be a creative, original thinker unless you can also sell what you create."
• Professional person discipline: "I prefer the discipline of noesis to the chaos of ignorance." He codified knowledge into slide and picture show presentations he called Magic Lanterns. He also instituted several training programs for young advert professionals.

While Ogilvy was most famous for edifice and establishing brands, he was primarily interested in direct marketing. He initially built his bureau using a direct mail promotion. He ran directly response advertisements in major newspapers to generate leads.^[22] In a video titled, "We Sell or Else", he praised direct marketers and directly marketing while pillorying "full general" or branding advertising, at one point maxim that branding people "worship at the chantry of creativity."^[23]

Notes [edit]

1. ^ "David Ogilvy Biography [Expressionless link: September 2018]". Ogilvy.com. Archived from the original on 13 January 2013. Retrieved iii July 2015.
2. ^ Roman, Kenneth (8 June 2010). The King of Madison Artery: David Ogilvy and the Making of Modernistic Advertising. St. Martin'south Press. ISBN9780230618343.
3. ^ "Person Folio". thepeerage.com . Retrieved 12 September 2019.
4. ^ David Ogilvy (June 1935). The Theory and Practice of Selling the AGA Cooker (PDF). AGA Estrus Express.
5. ^ "David Ogilvy; Legendary Figure of the Advertising Industry". Los Angeles Times. 22 July 1999. Retrieved 12 September 2019.
6. ^ "10 Timeless Steps to Better Writing From David Ogilvy, the Father of Advertising". Inc. 22 June 2016. Retrieved 12 September 2019.
7. ^ "Biography" (PDF). Ogilvy.com. Archived from the original (PDF) on 6 March 2009. Retrieved 13 December 2012.
8. ^ CBC website
9. ^ "The Real Camp X: 10 Facts Nigh Canada's Elite Spy School". Canadian Broadcasting Corporation. 29 January 2015.
10. ^ David, Ogilvy (1978). Claret, Brains & Beer: The Autobiography of David Ogilvy. London: Hamish Hamilton. p. 78. ISBN0689108095.
11. ^ Mani Ayer (26 July 1999). "The Adman Who Hated Hype". Rediff.com.
12. ^ Cracknell, Andrew (3 May 2012). "Ads From The Existent Mad Men". The Huffington Post . Retrieved ix Jan 2015.
13. ^ "Eleanor Roosevelt's Margarine Commercial (1959) | Leftovers".
14. ^ "Book Summary: Ogilvy on Advertising".
15. ^ "Official Ogilvy quotes Post". Ogilvy.com via facebook.com. Archived from the original on 26 February 2022. Retrieved 15 September 2018.
16. ^ "New York Times Tribute, 1999
17. ^ "U.S. Business: The Men On the Cover: Advertising". Fourth dimension. 12 Oct 1962.
18. ^ Arif Durran (28 May 2012). "Sorrell says Adam & Eve acquisition 'shows DDB needed some help'". Campaign.
19. ^ Finding assistance for the George Trescher records related to The Metropolitan Museum of Art Centennial, 1949, 1960-1971 (bulk 1967-1970). The Metropolitan Museum of Fine art. Retrieved v August 2014.
20. ^ Hays, Constance 50. (22 July 1999). "David Ogilvy, 88, Father of Soft Sell In Advertizement, Dies". The New York Times. ISSN 0362-4331. Retrieved 24 April 2018.
21. ^ Ogilvy, David (12 March 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN978-0394729039.
22. ^ "How To Create Advert That Sells by David Ogilvy". Kopywriting Kourse. 31 October 2017. Retrieved 12 September 2019.
23. ^ "David Ogilvy: We Sell or else". YouTube.

References [edit]

• Ogilvy, D. (1983), Ogilvy on Advertising, John Wiley and Sons, Toronto, 1983 ISBN 0-517-55075-Ten (and Pan Books, London, 1983 ISBN 0-330-26985-2).
• Ogilvy, D. (1963), Confessions of an Advertizing Homo, Atheneum, Revised edition, 1988, ISBN 0-689-70800-nine.
• Terry, Dan'fifty (1994), "David Ogilvy" in The Ad Men & Women, Edd Applegate, ed., Greenwood, Westport, CT, 1994 ISBN 0-313-27801-6
• Roman, Kenneth (2009) The King of Madison Avenue. Palgrave Macmillan. Basingstoke, Hampshire, RG21 6XS, England

Further reading [edit]

• Conant, Jennet The Irregulars: Roald Dahl and the British Spy Band in Wartime Washington (Simon and Schuster, 2008)

External links [edit]

• A film clip "The Open Mind - About Advertisement (1982)" is available at the Net Annal
• Ogilvyisms, timeline and classic ads.
• Article past marketer Steve Gibson—contains lengthy excerpt from a speech by Ogilvy
• Video of David Ogilvy reminiscing nearly George Gallup.
• The Theory and Practice of Selling the Aga Cooker Training Transmission.

weddlepilthand.blogspot.com

Source: https://en.wikipedia.org/wiki/David_Ogilvy_(businessman)

Share this post