Mastering the Message: Ogilvy Becomes the Most Wanted Man in Advertising
Mastering the Message: Ogilvy Becomes the Most Wanted Man in Advertising
In the firm’s early days, Ogilvy admits it was a struggle to attract clients. Nevertheless, over time, Ogilvy’s creativity and professionalism led to a number of successful assignments, and soon after, the clients were rolling in. From Lever Brothers to General Foods to America Express, Ogilvy landed some of the most major clients on the market. Shell had given his firm its entire North American advertising account, while Sears hired them for their first ever national campaign. “I doubt whether any copywriter has ever had so many winners in such a short period of time,” Ogilvy later wrote in his autobiography. “They made Ogilvy & Mather so hot that getting clients was like shooting fish in a barrel.”
In 1965, Ogilvy created a new international company by merging with the London-based Mather & Crowther. The next year, Ogilvy & Mather became one of the first advertising agencies to go public. Soon thereafter, it had become an advertising powerhouse around the world.
In 1973, Ogilvy moved to his estate in France and resigned as Chairman of the company. However, he still kept in touch with the company – so much so that the amount of mail he received elevated the status of the nearby post office as well as the postmaster’s salary. In fact, Ogilvy found it quite difficult to stay out of the day-to-day operations of the company, and in the 1980s, came out of retirement to serve as chairman of Ogilvy & Mather in India. For one year, Ogilvy also served as temporary chairman to the German branch of the agency, for which he commuted daily from France to Frankfurt.
Ogilvy remained involved with the agency until 1989, when it was bought by the British WPP Group for $864 million. The buyout marked the only known hostile takeover in the history of the advertising business. WPP quickly became the largest marketing communications firm in the world. Ogilvy was named the company’s non-executive chairman, but was visibly upset by the takeover, personally and publicly attacking the WPP chairman, Sir Martin Sorrell.
Throughout his career, Ogilvy authored numerous books, including “Ogilvy on Advertising,” and the best-selling “Confessions of an Advertising Man,” which remains one of the definitive sources for advertising advice and strategies today.
When he was 75 years old, Ogilvy was asked if there was anything he had missed out on in life. He replied, “Knighthood. And a big family – ten children.” Knighthood might have eluded him, but Ogilvy was made a commander of the British Empire in 1967, and was also elected to the U.S. Advertising Hall of Fame.
On July 21, 1999, Ogilvy passed away on his French estate. He leaves behind him a legacy as one of the foremost thinkers and shapers of the advertising industry.
Mastering the Message Ogilvy Becomes the Most Wanted Man in Advertising
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“Don't bunt,” Ogilvy once said. “Aim out of the ball park. Aim for the company of immortals.” It was with this attitude that Ogilvy returned to New York and decided to start up his own advertising agency. With the financial backing of his former employers Mather & Crowther, the company Hewitt, Ogilvy, Benson & Mather was founded in 1948. He had never written an advertisement in his life, and had only $6,000 to his name, but it was a dream that Ogilvy wanted to see through.
In the firm’s early days, Ogilvy admits it was a struggle to attract clients. Nevertheless, over time, Ogilvy’s creativity and professionalism led to a number of successful assignments, and soon after, the clients were rolling in. From Lever Brothers to General Foods to America Express, Ogilvy landed some of the most major clients on the market. Shell had given his firm its entire North American advertising account, while Sears hired them for their first ever national campaign. “I doubt whether any copywriter has ever had so many winners in such a short period of time,” Ogilvy later wrote in his autobiography. “They made Ogilvy & Mather so hot that getting clients was like shooting fish in a barrel.”
In 1965, Ogilvy created a new international company by merging with the London-based Mather & Crowther. The next year, Ogilvy & Mather became one of the first advertising agencies to go public. Soon thereafter, it had become an advertising powerhouse around the world.
In 1973, Ogilvy moved to his estate in France and resigned as Chairman of the company. However, he still kept in touch with the company – so much so that the amount of mail he received elevated the status of the nearby post office as well as the postmaster’s salary. In fact, Ogilvy found it quite difficult to stay out of the day-to-day operations of the company, and in the 1980s, came out of retirement to serve as chairman of Ogilvy & Mather in India. For one year, Ogilvy also served as temporary chairman to the German branch of the agency, for which he commuted daily from France to Frankfurt.
Ogilvy remained involved with the agency until 1989, when it was bought by the British WPP Group for $864 million. The buyout marked the only known hostile takeover in the history of the advertising business. WPP quickly became the largest marketing communications firm in the world. Ogilvy was named the company’s non-executive chairman, but was visibly upset by the takeover, personally and publicly attacking the WPP chairman, Sir Martin Sorrell.
Throughout his career, Ogilvy authored numerous books, including “Ogilvy on Advertising,” and the best-selling “Confessions of an Advertising Man,” which remains one of the definitive sources for advertising advice and strategies today.
When he was 75 years old, Ogilvy was asked if there was anything he had missed out on in life. He replied, “Knighthood. And a big family – ten children.” Knighthood might have eluded him, but Ogilvy was made a commander of the British Empire in 1967, and was also elected to the U.S. Advertising Hall of Fame.
On July 21, 1999, Ogilvy passed away on his French estate. He leaves behind him a legacy as one of the foremost thinkers and shapers of the advertising industry.
Mastering the Message Ogilvy Becomes the Most Wanted Man in Advertising
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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