David Ogilvy
David Ogilvy: The Father of Advertising
Full Name and Common Aliases
David Mackenzie Ogilvy, commonly known as David Ogilvy, is often referred to as the "Father of Advertising." His innovative approach and profound insights into consumer behavior have left an indelible mark on the advertising industry.
Birth and Death Dates
David Ogilvy was born on June 23, 1911, and passed away on July 21, 1999. His life spanned nearly the entire 20th century, a period of significant change and development in the world of advertising.
Nationality and Profession(s)
David Ogilvy was a British national who became a renowned advertising executive. He was a copywriter, entrepreneur, and author, whose work and philosophies continue to influence the advertising industry today.
Early Life and Background
David Ogilvy was born in West Horsley, Surrey, England, into a family of Scottish descent. His father, Francis John Longley Ogilvy, was a classics scholar and a financial broker, while his mother, Dorothy Blew Fairfield, was of Irish descent. Ogilvy's early education took place at St Cyprian's School, Eastbourne, and later at Fettes College in Edinburgh. He went on to study at Christ Church, Oxford, but left without graduating.
Ogilvy's early career was diverse and unconventional. He worked as a chef in Paris, a door-to-door stove salesman in Scotland, and even as a farmer in Pennsylvania. These varied experiences provided him with a unique perspective on human behavior and communication, which would later inform his advertising strategies.
Major Accomplishments
David Ogilvy's most significant accomplishment was the founding of the advertising agency Ogilvy & Mather in 1948. Under his leadership, the agency grew into one of the largest and most respected advertising firms in the world. Ogilvy's approach to advertising was revolutionary; he believed in the power of research and the importance of understanding the consumer. His campaigns were characterized by their creativity, clarity, and effectiveness.
Ogilvy's work earned him numerous accolades, including induction into the Advertising Hall of Fame in 1977. His agency's success and his personal achievements cemented his reputation as a pioneer in the field of advertising.
Notable Works or Actions
David Ogilvy is best known for his iconic advertising campaigns, which have become benchmarks in the industry. Some of his most famous works include the "Man in the Hathaway Shirt" campaign, which featured a distinguished man with an eye patch, and the "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock" advertisement, which highlighted the luxury and precision of the Rolls-Royce brand.
Ogilvy was also a prolific writer, authoring several influential books on advertising. His most notable work, "Confessions of an Advertising Man," published in 1963, is considered a classic in the field. The book offers insights into his philosophy and approach to advertising, emphasizing the importance of creativity, research, and consumer understanding.
Impact and Legacy
David Ogilvy's impact on the advertising industry is profound and enduring. He transformed the way advertising was perceived and practiced, advocating for a more scientific and consumer-focused approach. His emphasis on research and understanding the consumer's needs and desires revolutionized the industry and set new standards for advertising effectiveness.
Ogilvy's legacy is evident in the continued success of Ogilvy & Mather, which remains a leading global advertising agency. His principles and strategies continue to be taught in marketing and advertising courses worldwide, influencing new generations of advertisers.
Why They Are Widely Quoted or Remembered
David Ogilvy is widely quoted and remembered for his insightful observations and practical advice on advertising. His quotes often reflect his deep understanding of human nature and his commitment to excellence in communication. Phrases like "The consumer isn't a moron; she is your wife" and "If it doesn't sell, it isn't creative" encapsulate his belief in the importance of respecting the consumer and the ultimate goal of advertising: to sell.
Ogilvy's ability to articulate complex ideas in simple, memorable terms has made his quotes timeless. They continue to inspire and guide professionals in the advertising industry and beyond, ensuring that his influence endures long after his passing. His legacy as the "Father of Advertising" is a testament to his visionary approach and lasting contributions to the field.
Quotes by David Ogilvy
David Ogilvy's insights on:
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers and pretest your advertising, you will do well in the marketplace
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out.
The success of a meeting often depends on having the right documents— proofs, artworks, schedules, research charts, etc.— present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
Develop your eccentricities early, and no one will think you're going senile later in life.
The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
Hire people who are better than you are, then leave them to get on with it . . . . Look for people who will aim for the remarkable, who will not settle for the routine.
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
If you have all the research, all the ground rules, all the directives, all the data – it doesn’t mean the ad is written. Then you’ve got to close the door and write something – that is the moment of truth which we all try to postpone as long as possible.