David Ogilvy

David MacKenzie Ogilvy (June 23, 1911–July 21, 1999) has been often called 'The Father of Advertising'. In 1975, Time called him ?the most sought-after wizard in the advertising industry.? 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. {{wikiquote}}

Related Topics:
June 23 - 1911 - July 21 - 1999 - Confessions of an Advertising Man

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Ogilvy's advertising mantra followed these four basic principles.

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• 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 institued several training programs for young advertising professionals.
• Creative brilliance - A strong emphasis on the BIG IDEA (always written in ALL CAPS)
• 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.

He was known for a career of expanding the bounds of both creativity and morality. His first ad showed a naked woman, something he later admitted he was ashamed of. He reiterated in his book, "Ogilvy on Advertising," that nudes should be shown only if they serve a functional purpose, not irrelevently. In his book 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 2nd 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 4th the buzz was intense. Every man was eager to see if she would keep her promise. She did. (If you wish to see the three ads they are in (Ogilvy, D 1983 : page 26 - 27).

Related Topics:
1981 - Buzz

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His book "Ogilvy on Advertising" is a commentary on advertising, and not all the ads shown in the book are his.

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David Ogilvy: Timeline ►