David
Ogilvy Remembered
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David
Ogilvy is, arguably, the best known face of the global
ad man.
Described as brilliant, daring, irrepressible and hilarious,
Ogilvy started the advertising firm Ogilvy, Benson &
Mather in 1948 in New York. Today, Ogilvy & Mather,
although owned by the WPP Group, is one of the largest advertising
firms in the world (ranked 3rd in
India after HTA & Lowe).
Although
3 decades old (Ogilvy retired in 1975), the
relevance of his comments remain valid even today.
Or do they?
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Here are a few gems for you to decide.
Ogilvy
on written communication:
From
a memo to staff members
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"If everybody in our company took an exam in writing,
the highest marks should go to the Directors.
People
who think well, write well.
Woolly minded people write woolly memos,
woolly letters and woolly speeches.
Good
writing is not entirely a natural gift.
You have to learn to write well.
The
better you write, the higher you go in Ogilvy & Mather."
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Ogilvy
on account executives:
From
a memo to the Board of Directors
Here is
a conversation I overheard between two men on a plane-
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"What
business are you in?"
"I'm an account executive in an ad agency."
"Accountant?"
"No."
"You write / design ads?"
"No."
"You sell ads?"
"No."
"What is your job then?"
"I'm a marketing man."
"You do marketing for your clients?"
"No, they do it themselves."
"You must be in management."
"No, but I soon will be." |
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Ogilvy
on headlines:
News
Headline: "Suslov, 79 dies ….. succumbs after brief
grave illness"
Ogilvy's
comment: Damn right the illness was grave - after all, it killed
him.
Ogilvy on knowledge:
From
a lecture to college students
Knowledge
is useless unless you know how to communicate it - in writing.
And finally, Ogilvy on art directors:
On
seeing O&M Branch Manager Clifford escorting a blind man into
an elevator
"My
God! Clifford is hiring an art director!"
