catalogue
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1 Introduction
Ogilvy and Mather are getting stronger and stronger.
3 Ogilvy's philosophy
4 Ogilvy's famous words
[Edit] Introduction
Ogilvy was born in West horsley, England on June 23rd. He teaches at Fitts University in Edinburgh and Oxford University. However, he didn't graduate, but as he later said, "he was kicked out of the house." He called this experience "a real failure in my life" ... I could have been a star in Oxford, but I was expelled from school because I failed many exams. "
After that, Ogilvy turned to Paris and worked in the kitchen of the Royal Hotel. The chef's decisive attitude left a deep impression on him, which formed the management principle he later advocated. In 1972, when talking about leadership principles, he recalled the high morale in Pitard's kitchen:
"I saw the chef fire his chef with my own eyes. Just because the poor guy didn't bake the cake well, he was completely unkind. I was shocked at the time, but other chefs were proud and thought they were working for the best kitchen in the world. If they serve in the US Navy, their taxi spirit can win glory for the army. "
After returning to England, Ogilvy was employed by Aga Kitchenware Company and became a door-to-door salesman. 1935, he wrote an Aga salesman's sales guide manual, which was later praised by fortune as "the best salesman's manual ever". At that time, he was only 24 years old, but he had written enduring sales quotes.
"The more prospects you talk about, the more likely you are to sell, and the more orders you get. But don't think that the quantity of telemarketing is equal to the quality of the products you sell. "
1936, his brother found him an internship in an advertising company in London. The company sent him abroad to study American advertising technology for one year. This year, he gained a lot, not only academically, but also met a female classmate of age 18. They got married in the year when World War II broke out. At the age of 25, he declared: "Every advertisement should tell a complete marketing story, and every sentence in the copy should fall to the ground."
From 65438 to 0938, david ogilvy immigrated to the United States and was employed by Gallup Polling Company. In the next three years, he traveled all over the world to investigate Hollywood customers. Gallup's rigorous research methods and persistent pursuit of facts have a great influence on Ogilvy's thought and become one of his guiding principles. During World War II, he was appointed as the second secretary of the British Embassy in the United States by the British security department. After the war, he lived next door to the Amish Sect in Pennsylvania and made a living by growing tobacco. Later, the family moved to new york and decided to start their own advertising company. Due to the problem of funds, he sought help from the outside world.
This 38-year-old man, unemployed, dropped out of college, once worked as a chef, salesman, diplomat and farmer; I don't know anything about the market and I haven't written a copy. At the age of 38, he has not formally set foot in the advertising industry, with only $5,000 in original funds ... which advertising company would use such a person? However, a British company took a fancy to a gentleman and invested 45,000 yuan to help him start a business. Ogilvy founded Hewitt Ogilvy, Benson &; Mather, the predecessor of Ogilvy & Mather, led the company to grow step by step with unique insights, keen insight and diligent style. Three years later, this once bleak man has become famous in the industry, as if he had created a miracle.
[Editor] Ogilvy has become stronger.
Although Ogilvy & Mather developed smoothly and its assets reached 9 million three years later, its founder still had some regrets. He needs a design to show his infinite creativity. 195 1 C.F.Hathaway, the owner of a small clothing factory, came to ask for help. As a result, the "man wearing a black blindfold" jumped out, adding mystery to the product and inspiring the imagination of readers. "Conveying a special message to please readers' intelligence" has remained attractive for 25 consecutive years and has become one of Ogilvy's most famous advertising ideas. Then there is Schweppes Co, a British company that produces soda and mixed drinks. The company insisted on using their advertising manager, edward white Head, as an advertising model. Mr Whitehead has a beard and a radiant face; All the gestures are full of elaborately decorated elegance and shelves. A series of advertisements designed around him were broadcast on TV, which had a great response. The British man's persistent pursuit of a better life and even women captured the hearts of Americans. (mcdonough-1998). At 1952, david ogilvy became famous. "The goal pursued by the public is born with unique extraordinary temperament and infinite charm, and its mind is full of whimsy. "
Another decisive advertising business undertaken by Ogilvy & Mather comes from Rolls-Royce. At that time, Rolls-Royce only made a budget of 50,000 yuan, hoping Ogilvy & Mather could make a low-yield and efficient advertising design. The famous copy of the clock was born. "When you are sitting in a Rolls Royce at 60 miles per hour, the loudest noise you can hear is the ticking of an electronic watch." This advertisement doomed Ogilvy's style and reputation. At an annual advertising conference, Ogilvy called his design "the art of written advertising". "I find that the products I am interested in are often easy to explain in words. Almost from birth, I have loved Rolls-Royce cars, so I will try to write. " 1963, Ogilvy wrote a confession of an advertiser. Since then, his career has reached its peak. Printed millions of copies, translated into 14 languages, and sold well all over the world. Later, he published Blood, Thought and Beer and Ogilvy & Mather Advertising, which had a far-reaching impact on modern advertising.
1965, Ogilvy resigned as the chairman of Ogilvy & Mather and devoted himself to innovative design. After ten years, Ogilvy & Mather "retired". It is called retirement, in fact, in order to continue to work hard. In his empire, his influence remained deep and wide until his death in 1999.
[Editor] Ogilvy's Philosophy
Ogilvy is confident and definitely a publicity figure. Ogilvy & Mather has its own philosophy on advertising design, company management and being a man. His ideas have penetrated into the modern advertising industry, especially in his own empire, and its far-reaching and extensive influence is amazing. His famous words are widely circulated in the advertising industry, just like Ruo's law. He conquered many people with his unique personality and free and easy world outlook. What is his charm (even strength)? Let's walk into his ideological world together and feel the elegance of Ogilvy, the originator of the mountain.
He is "the most diligent person that people can see". "Every night, his briefcase is full of files, and it is about to burst out. Take the rest home in an envelope. When I came to the company the next day, everything was handled properly. "
He took advertising design as his responsibility and created his own empire according to his own feelings. He believes that "educating the world is the right and responsibility of a wise and kind elite." He constantly reiterated his own standards and entrusted the important task to his subordinates, so that they could abide by the principle of successful advertising and never violate it.
Ogilvy & Mather believes that the efficacy of advertising should be an information medium, not an art form. He despised those competitors and dressed the advertisements as "awkward, fancy and grandstanding"; And endlessly teach the benefits of so-called knowledge. Ogilvy advocates testing everything-"creativity, title, budget, media promotion". He hates political advertisements and thinks they are "outright lies".
He was born with the greatest contempt for flatterers, saying, "I hate people who are good at flattery." These people are usually the kind of people who bully subordinates at the same time. In order to prevent the growth of this bad atmosphere, Ogilvy will give priority to hiring "the most capable and outstanding people around us". "And try our best to create a civilized, honest and friendly company atmosphere.
In the eyes of employees, he is sincere, amiable and responsible. Although he is stingy with praise, every word he sincerely praises his subordinates is true, which makes people proud and even intoxicated. ...
[Editor] Ogilvy's famous saying
"Don't design advertisements that even your family doesn't want to see."
"The advertising industry needs to inject a lot of talents. Genius is very likely to arise among unruly, maverick and unruly people. "
"The most important decision is how to position your product."
"We believe that every brand is a product, but not all products are brands."
"Unless your advertisement is based on great ideas, it's like a ship sailing at night, unnoticed."
"I admire those polite people who are friendly to others."
"If you find someone better than you-hire him. Pay him a lot of money, even more than his salary if necessary. "
"The customer is not an idiot, she is your wife."
"Encourage innovation. Change is the source of our life; Stagnation is our death knell. "
David ogilvy (david ogilvy,191-1999), born in Britain, is a legendary master in modern advertising. He founded Ogilvy Advertising Company, established Ogilvy's brand, enlightened the application of consumer research and created a brand-new advertising culture.
Ogilvy worked as a cook and cooker salesman in his early years, and later moved to the United States to do investigation work with Dr. George Gallup. During World War II, he worked in the British Security Coordination Office and the British Embassy in the United States. Later, he worked as a farmer in Pennsylvania.
From 65438 to 0948, Ogilvy founded Ogilvy in new york with US$ 6,000, and later won a high reputation by creating many creative advertisements. His works are witty and charming, but above all, he insists that they must help to sell. He pushed the management and specialization of advertising industry to the peak, and his values created a global communication network. His wise and meaningful style not only shaped Ogilvy's advertising, but also deeply influenced the development of the entire advertising industry.
Ogilvy & Mather is called "the most sought-after advertising wizard in today's advertising industry" by Time magazine and "the most creative promoter of modern advertising" by The New York Times. Advertising Weekly, an important publication of American advertising industry, said: "Ogilvy & Mather illuminates the whole advertising industry with its keen insight and attack on traditional ideas, which is beyond the reach of any advertiser." A famous French magazine called him "the Pope of Modern Advertising" and listed him as the greatest contributor to the industrial revolution along with Edison and Einstein.
Over the past 50 years, Ogilvy has fought side by side with many world-famous brands, creating numerous market miracles, including American Express, Sears, Ford, Shell, Barbie, Ponzi, Dove and Maxwell.
199 1 year, Ogilvy emphasized in his article to readers in China that his principled opinions on advertising are still valid in today's market and equally correct in any country in the world. He wrote in his memoirs: "I am a poor fool except for advertisements." I can't look at the balance sheet, use the computer, ski, play golf or draw pictures. But when it comes to advertising, the advertising era says that I am the' king of advertising creativity'. Fortune magazine published an article about me with the title: "Is Ogilvy a genius?" I want my lawyer to sue the editor of that question mark. Soon after, I became an extinct volcano ... I was fattened by the noise of Madison Avenue and went to central France to do some gardening there. ...
Ogilvy sharply criticized today's advertising industry. He believes that the advertising industry faces three key problems:
The first problem is that manufacturers spend twice as much money on discounted sales as they do on advertising. They use discounts to get sales, not advertisements to build strong brands. This is what any fool would do.
He appealed in a speech: "You can't build an indestructible image through discount promotion, but only an indestructible image can make your brand a part of people's lives."
The second problem is that advertising companies are harassed by those who regard advertising as an avant-garde art form. They have never sold anything in their lives; Their ambition is to win the prize of Cannes advertising festival; They trick unfortunate customers into spending millions each year to show their creativity; They are not interested in the products they advertise and think that consumers are not interested, so they hardly mention the advantages of the products. At best, he is funny and poor. For example, Ogilvy said angrily, "I heard an angry manufacturer call these pretentious idiots pretentious sissies at a luncheon." According to my education, if I hadn't spent five years selling cookware door to door, I would have fallen into this trap today. "
The third problem is that advertising companies are still wasting customers' money and making the same mistakes again and again. Ogilvy & Mather once read advertisements in three magazines during a 10 hour train trip. Most of them violate the basic principles he discovered many years ago. The copywriters and artistic directors who create these advertisements are ignorant fans.
As the only "creative" master who started from investigation, Ogilvy left his last wish and valuable experience:
Creating a successful advertisement is a craft, partly by inspiration, but basically by knowledge and diligence. If you have a certain talent and know what technology works for the cash register, you can work for a long time.
(2) The temptation to entertain people rather than betray them is an infectious disease.
(3) The difference between one advertisement and another is measured by the scale of sales force, which can be 19: 1.
It is worthwhile to study the product before you write an advertisement.
(5) The key to success is to promise benefits to consumers-such as better taste, whiter cleanliness, more mileage per gallon, better skin color, etc.
(6) The duty of most advertisements is not to persuade people to try your products, but to persuade them to use your products more in their daily lives instead of using other brands.
(7) What works in one country is almost always effective in other countries.
(8) Magazine editors are better communicators than advertisers. Copy their technology.
(9) Most advertising schemes are too complicated. They reflect too many goals and try to meet the different views of too many account managers. If you try to cover too many things, nothing can be achieved. Such an advertisement looks like the minutes of the Committee meeting.
(10) Don't let men write advertisements about products bought by women.
A good advertisement can be used for many years without losing its sales power.
Business for a day, business for a lifetime. David ogilvy did it.
Ogilvy & Mather thinks that "the title represents 80% of the cost of an advertisement", and his favorite title-1,lanolin for alopecia: Have you ever seen a sheep without hair? 2, hemorrhoids drug advertisement: send us money, we will treat hemorrhoids for you; Either keep your money or keep your hemorrhoids.
I hope my answer is helpful to you.