大卫·奥格威 英文版简介
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大卫· 大卫·奥格威 David Ogilvy
David Mackenzie Ogilvy, (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, 《TIME》called him TIME called "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality in advertising.
Early life (1911–1938)
David Mackenzie Ogilvy was born on June 23, 1911 at West Horsley, Surrey in England. His mother was Irish. His father was a Gaelic-speaking Highlander from Scotland who was a classics scholar and a financial broker. Ogilvy attended St Cyprian's School,Eastbourne, on reduced fees because of his father's straitened circumstances and won a scholarship at age thirteen to Fettes College, in Edinburgh. In 1929, he again won a scholarship, this time in History to Christ Church, Oxford.
The man in the Hathaway shir t" with his aristocratic eye pat ch which used Baron George Wrangell as model; "The man from Schweppes is here" introduced Commander Edwa rd Whitehead, the elegant bea rded Brit, bringing Schweppe s (and "Schweppervesence") to the U.S.
At Gallup (1938–1948)
In 1938, Ogilvy immigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality to him.
In 1989, The Ogilvy Group was bought by WPP Group, a British parent company, for US$864 million in a hostile takeover made possible by the fact that the company group had made an IPO as the first company in marketing to do so.
Without the scholarships he would have been unable to attend Fettes or Oxford University because his father's business was badly hit by the depression of the mid-1920s. His studies were not successful, however, and he left Oxford for Paris in 1931 where he became an apprentice chef in the Majestic Hotel. After a year, he returned to Scotland and started selling Aga cooking stoves, door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA cooker, for the other salesmen. Thirty years later this manual remained as a resource read by Fortune magazine editors. They called it the finest sales instruction manual ever written.
He didn’t achieve knighthood, but he was made a Commander of the Order of British Empire (CBE) in 1967. He was elected to the U.S. Advertising Hall of Fame in 1977 and to France's "Order of Arts and Letters" in 1990. He chaired the Public Participation Committee for Lincoln Center in Manhattan. He was appointed Chairman of theUnited Negro College Fund in 1968, and trustee on the Executive Council of the World Wildlife Fund in 1975. Mr. Ogilvy was inducted into the Junior Achievement U.S. Business Hall of Fame in 1979.
Life with WPP and afterward (1989–1999)
Ogilvy came out of retirement in the 1980s to serve as chairman of Ogilvy, Benson, & Mather in India. He also spent a year acting as temporary chairman of the agency’s German office, commuting weekly between Touffou and Frankfurt. He visited branches of the company around the world, and continued to represent Ogilvy & Mather at gatherings of clients and business audiences.
His entry into the company of giants started with several iconic advertising campaigns A famous headline in the automobile business, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"
The Ogilvy & Mather years (1949–1973)
After working as a chef, researcher, and farmer, Ogilvy started his agency with the backing of Mather and Crowther, the London agency being run by his elder brother, Francis, which later acquired another London agency, S. H. Benson. The new agency in New York was called Ogilvy, Benson, and Mather. David Ogilvy had just $6,000 in his account when he started the agency. He writes in Confessions of an Advertising Man that initially, he struggled to get clients. Ogilvy also admitted (referring to the pioneer of British advertising Bobby Bevan, the chairman of Benson) "I was in awe of him but Bevan never took notice of me!" They would meet later, however.
Ogilvy & Mather was built on David Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.
One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.
Βιβλιοθήκη Baidu
Ogilvy believed that the best way to get new clients was to do notable work for his existing clients. Success in his early campaigns helped Ogilvy get big clients such as Rolls-Royce and Shell. New clients followed and Ogilvy's company grew quickly.
After the war, Ogilvy bought a farm in Lancaster County, Pennsylvania and lived among the Amish. The atmosphere of "serenity, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, but eventually he admitted his limitations as a farmer and moved to Manhattan.
David Mackenzie Ogilvy, (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, 《TIME》called him TIME called "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality in advertising.
Early life (1911–1938)
David Mackenzie Ogilvy was born on June 23, 1911 at West Horsley, Surrey in England. His mother was Irish. His father was a Gaelic-speaking Highlander from Scotland who was a classics scholar and a financial broker. Ogilvy attended St Cyprian's School,Eastbourne, on reduced fees because of his father's straitened circumstances and won a scholarship at age thirteen to Fettes College, in Edinburgh. In 1929, he again won a scholarship, this time in History to Christ Church, Oxford.
The man in the Hathaway shir t" with his aristocratic eye pat ch which used Baron George Wrangell as model; "The man from Schweppes is here" introduced Commander Edwa rd Whitehead, the elegant bea rded Brit, bringing Schweppe s (and "Schweppervesence") to the U.S.
At Gallup (1938–1948)
In 1938, Ogilvy immigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the major influences on his thinking, emphasizing meticulous research methods and adherence to reality to him.
In 1989, The Ogilvy Group was bought by WPP Group, a British parent company, for US$864 million in a hostile takeover made possible by the fact that the company group had made an IPO as the first company in marketing to do so.
Without the scholarships he would have been unable to attend Fettes or Oxford University because his father's business was badly hit by the depression of the mid-1920s. His studies were not successful, however, and he left Oxford for Paris in 1931 where he became an apprentice chef in the Majestic Hotel. After a year, he returned to Scotland and started selling Aga cooking stoves, door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA cooker, for the other salesmen. Thirty years later this manual remained as a resource read by Fortune magazine editors. They called it the finest sales instruction manual ever written.
He didn’t achieve knighthood, but he was made a Commander of the Order of British Empire (CBE) in 1967. He was elected to the U.S. Advertising Hall of Fame in 1977 and to France's "Order of Arts and Letters" in 1990. He chaired the Public Participation Committee for Lincoln Center in Manhattan. He was appointed Chairman of theUnited Negro College Fund in 1968, and trustee on the Executive Council of the World Wildlife Fund in 1975. Mr. Ogilvy was inducted into the Junior Achievement U.S. Business Hall of Fame in 1979.
Life with WPP and afterward (1989–1999)
Ogilvy came out of retirement in the 1980s to serve as chairman of Ogilvy, Benson, & Mather in India. He also spent a year acting as temporary chairman of the agency’s German office, commuting weekly between Touffou and Frankfurt. He visited branches of the company around the world, and continued to represent Ogilvy & Mather at gatherings of clients and business audiences.
His entry into the company of giants started with several iconic advertising campaigns A famous headline in the automobile business, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"
The Ogilvy & Mather years (1949–1973)
After working as a chef, researcher, and farmer, Ogilvy started his agency with the backing of Mather and Crowther, the London agency being run by his elder brother, Francis, which later acquired another London agency, S. H. Benson. The new agency in New York was called Ogilvy, Benson, and Mather. David Ogilvy had just $6,000 in his account when he started the agency. He writes in Confessions of an Advertising Man that initially, he struggled to get clients. Ogilvy also admitted (referring to the pioneer of British advertising Bobby Bevan, the chairman of Benson) "I was in awe of him but Bevan never took notice of me!" They would meet later, however.
Ogilvy & Mather was built on David Ogilvy's principles, in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer.
One of his greatest successes was "Only Dove is one-quarter moisturizing cream". This campaign helped Dove become the top selling soap in the U.S.
Βιβλιοθήκη Baidu
Ogilvy believed that the best way to get new clients was to do notable work for his existing clients. Success in his early campaigns helped Ogilvy get big clients such as Rolls-Royce and Shell. New clients followed and Ogilvy's company grew quickly.
After the war, Ogilvy bought a farm in Lancaster County, Pennsylvania and lived among the Amish. The atmosphere of "serenity, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, but eventually he admitted his limitations as a farmer and moved to Manhattan.