David Ogilvy, also known as the “Father of Advertising,” was one of the most influential figures in the advertising industry. He was born on June 23, 1911, in West Horsley, Surrey, England and died on July 21, 1999, in Bonnes, France. He is best known for founding the advertising agency Ogilvy & Mather, which became one of the largest and most successful advertising agencies in the world.
Ogilvy’s life was marked by a passion for advertising and a desire to create effective, persuasive campaigns that resonated with consumers. He began his career in advertising in the 1930s, working for various agencies in the United Kingdom and the United States. Early in his career, he worked as a chef in a hotel in Scotland, as a farmer in Pennsylvania and as a researcher in a market research firm. These experiences would later shape his approach to advertising.
In 1948, he founded his own agency, Ogilvy & Mather, which quickly established itself as one of the most respected and successful firms in the industry. The agency was known for its creative and effective campaigns, and it quickly gained a reputation as one of the leading agencies in the industry. Ogilvy & Mather worked with some of the world’s most iconic brands, such as American Express, Dove, IBM, and Rolls-Royce.
Advertising Lessons from Ogilvy
Throughout his career, Ogilvy’s work was characterized by a focus on research, strategy, and creative excellence. He believed that advertising should be based on facts and research, and that the best campaigns were those that were tailored to the specific needs and preferences of the target audience. He also believed in direct response advertising, and that’s why he insisted on testing his ads before launching them. He was also a firm believer in the power of creative advertising, arguing that the best campaigns were those that were able to capture the attention of consumers and leave a lasting impression.
One of the most valuable lessons that Ogilvy provided to the advertising industry was the importance of understanding consumer behavior and motivations. He believed that the key to successful advertising was to understand the consumer, and to create campaigns that spoke to their needs and desires. He also emphasized the importance of testing and measurement, arguing that campaigns should be constantly tweaked and refined based on the results of these tests.
Another important lesson that Ogilvy provided to the advertising industry was the importance of creativity and originality. He believed that the best campaigns were those that were able to stand out from the competition and capture the attention of consumers. He encouraged his team to think outside of the box and to push the boundaries of what was possible in advertising. Ogilvy once said: “The consumer is not a moron, she is your wife”, this quote reflected his belief that the consumer is intelligent and should be respected.
Ogilvy also provided valuable insights on how to write effective headlines, how to create persuasive copy, how to design visually appealing ads, and how to use different media platforms effectively. He believed that the headline is the most important element of an ad, as it is the first thing that the consumer sees, and that’s why he devoted a lot of time and effort to crafting headlines. He also believed in the power of long copy ads, arguing that consumers need more information to make a decision.
In 1973, Ogilvy retired from active management of the agency but remained as a board member and a consultant. He continued to write and speak about advertising, and he remained an influential figure in the industry until his death in 1999.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. – David Ogilvy
Final Thoughts
In conclusion, David Ogilvy’s contributions to the advertising industry were immense. He provided valuable lessons on how to create effective, persuasive advertising campaigns that resonate with consumers. He taught the industry the importance of understanding consumer behavior and motivations, the importance of testing and measurement, and the importance of creativity and originality. He also emphasized the importance of research and strategy in advertising, and his approach to advertising was based on facts and data rather than assumptions. His emphasis on direct response advertising and the importance of testing campaigns before launching them set a new standard in the industry.
Ogilvy’s legacy lives on through the many successful campaigns and brands that have been created by Ogilvy & Mather, and his teachings continue to be studied and applied by advertising professionals around the world. His books, “Ogilvy on Advertising” and “Confessions of an Advertising Man” are considered must-reads for anyone in the advertising industry and are still considered as a valuable source of information and inspiration today.
In recognition of his contributions to the industry, Ogilvy was awarded numerous accolades, including the prestigious “Lifetime Achievement Award” from the Advertising Hall of Fame and the “Lifetime Achievement Award” from the American Advertising Federation. His legacy continues to inspire the next generation of advertising professionals, and his teachings and approach to advertising will always be remembered and valued in the industry.
Additional Reading
“Ogilvy on Advertising” by David Ogilvy: This is a classic book written by Ogilvy himself, in which he shares his insights and experiences in the advertising industry. It’s considered a must-read for anyone interested in advertising and marketing.
“Confessions of an Advertising Man” by David Ogilvy: This book is a memoir of Ogilvy’s life and career, and it provides valuable insights into his approach to advertising and his philosophy on the industry.
The David Ogilvy website: This website is dedicated to preserving the legacy of David Ogilvy and provides a wealth of information about his life, work, and teachings. You can find biographical information, articles, videos, and other resources about Ogilvy and his work.
The Ogilvy Website: This website provides information about the history, values, and achievements of Ogilvy & Mather, the agency founded by David Ogilvy. You can also find case studies and testimonials of their work.
The Advertising Hall of Fame: David Ogilvy was inducted into the Advertising Hall of Fame in 1985, which recognizes individuals who have made outstanding contributions to the advertising industry. You can find information about Ogilvy and other inductees on the Hall of Fame’s website.
The New York Times Obituary : This article provides a brief overview of Ogilvy’s life and career, and it offers a glimpse into the impact he had on the advertising industry.
The Guardian Obituary: This article provides a detailed account of Ogilvy’s life and career, and it offers a glimpse into the impact he had on the advertising industry and how he changed the perception of advertising.
Campaign Live: This website provides news, analysis, and opinion on the advertising and media industries, and it features articles and interviews with industry leaders, including David Ogilvy.
The Advertising Educational Foundation: This non-profit organization is dedicated to promoting and preserving the history of advertising, and it features a section on David Ogilvy and his contributions to the industry.