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    Success Story David Ogilvy

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    Hemi Jivrajani
    David Ogilvy (1911-1999) was a pioneering British advertising executive who founded Ogilvy & Mather in 1948. He started his career doing odd jobs like cooking and door-to-door sales. During WWII, he worked for British intelligence analyzing human behavior. After the war, he bought a farm but soon realized his calling was in advertising. In 1948, he started his agency with financial backing and grew it into a global advertising powerhouse over the next few decades. Even after retiring as chairman in 1973, he remained active advising the company until his death in 1999. Ogilvy revolutionized advertising and established many practices still used today.

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    Success Story David Ogilvy

    Uploaded by

    Hemi Jivrajani
    219 views12 pages
    David Ogilvy (1911-1999) was a pioneering British advertising executive who founded Ogilvy & Mather in 1948. He started his career doing odd jobs like cooking and door-to-door sales. During WWII, he worked for British intelligence analyzing human behavior. After the war, he bought a farm but soon realized his calling was in advertising. In 1948, he started his agency with financial backing and grew it into a global advertising powerhouse over the next few decades. Even after retiring as chairman in 1973, he remained active advising the company until his death in 1999. Ogilvy revolutionized advertising and established many practices still used today.

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    David Ogilvy (1911-1999) was a pioneering British advertising executive who founded Ogilvy & Mather in 1948. He started his career doing odd jobs like cooking and door-to-door sales. During WWII, he worked for British intelligence analyzing human behavior. After the war, he bought a farm but soon realized his calling was in advertising. In 1948, he started his agency with financial backing and grew it into a global advertising powerhouse over the next few decades. Even after retiring as chairman in 1973, he remained active advising the company until his death in 1999. Ogilvy revolutionized advertising and established many practices still used today.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    219 views12 pages

    Success Story David Ogilvy

    Uploaded by

    Hemi Jivrajani
    David Ogilvy (1911-1999) was a pioneering British advertising executive who founded Ogilvy & Mather in 1948. He started his career doing odd jobs like cooking and door-to-door sales. During WWII, he worked for British intelligence analyzing human behavior. After the war, he bought a farm but soon realized his calling was in advertising. In 1948, he started his agency with financial backing and grew it into a global advertising powerhouse over the next few decades. Even after retiring as chairman in 1973, he remained active advising the company until his death in 1999. Ogilvy revolutionized advertising and established many practices still used today.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    SUCCESS STORY DAVID OGILVY

    BY: HEMAKSHI JIVRAJANI

    DAVID OGILVY AN ADVERTISING HERO

    THE LEARNING YEARS


    Born:

    Education:
    Worked: Later on:

    Development:

    West Horsley, England, on June 23, 1911. Fettes College in Edinburgh and at Christ Church, Oxford (although he didn't graduate). At Paris, worked in the kitchen of the Hotel Majestic and learned discipline and management. Returned to England and started selling cooking stoves door to door. In 1935 he wrote a guide for Aga salesmen named Fortune magazine "probably the best sales manual ever written".

    COMING TO AMERICA
    Emigrant: In 1938, Ogilvy emigrated to the United States, where he went to work for George Gallup's Audience Research Institute in New Jersey. During World War II, Ogilvy worked with the Intelligence Service at the British Embassy in Washington. There he wrote enormously, analyzing and making recommendations on matters of diplomacy and security.

    World War II:

    Contd.
    Acceptance of report: He extrapolated his knowledge of human behavior from consumerism to nationalism in a report which suggested "applying the Gallup technique to fields of secret intelligence." Eisenhower's Psychological Warfare Board picked up the report and successfully put Ogilvy's suggestions to work in Europe during the last year of the war.

    Contd.
    Lived as farmer: 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 New York.

    BECOMING AN ADD MAN


    Foundation: In 1948, he founded the New York-based ad agency Hewitt, Ogilvy, Benson & Mather, with the financial backing of London agency Mather & Crowther. He was 38, and unemployed. He dropped out of college. He has been a cook, a salesman, a diplomatist and a farmer. He knew nothing about marketing and had never written any copy. He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year. London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world. His biggest development:

    Building an advertising empire


    His all over development: In his agency's first twenty years, Ogilvy won assignments from Lever Brothers, General Foods and American Express. Shell gave him their entire account in North America. Sears hired him for their first national advertising campaign. "I doubt whether any copywriter has ever had so many winners in such a short period of time," he wrote in his autobiography. "They made Ogilvy & Mather so hot that getting clients was like shooting fish in a barrel." In 1965, Ogilvy merged the agency with Mather & Crowther, his London backers, to form a new international company. One year later the company went public - one of the first advertising firms to do so. Soon Ogilvy & Mather had expanded around the world and was firmly in place as one of the top agencies in all regions.

    RETIREMENT SORT OF..


    In 1973 Ogilvy retired as Chairman of Ogilvy & Mather and moved to Touffou, his estate in France. While no longer involved in day-to-day operations of the agency, he stayed in touch with the company. Indeed, his correspondence so dramatically increased the volume of mail handled in the nearby town of Bonnes that the post office was reclassified at a higher status and the postmaster's salary raised. Ogilvy came out of retirement in the 1980s to serve as chairman of Ogilvy & Mather in India. He also spent a year acting as temporary chairman of the agency's German office, commuting daily 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. When, in 1989, the Ogilvy Group was bought by WPP, two events occurred simultaneously: WPP became the largest marketing communications firm in the world, and David Ogilvy was named the company's non-executive chairman (a position he held for three years).

    THE END OF AN ERA


    Last Achievements: He didn't achieve knighthood, but he was made a commander of the British Empire in 1967. He was elected to the US 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. He was appointed Chairman of the United Negro College Fund in 1968, and trustee on the Executive Council of the World Wildlife Fund in 1975.

    Contd.
    Died: David Ogilvy died on July 21, 1999 at his home in Touffou, France. Ogilvy remains one of the most famous names in advertising who shaped the business after the 1920s.

    Thank you

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