David ogilvy's main achievements, representative works and their influence on contemporary design?

puberty

Ogilvy was born on June 23rd, 19 1 1. Ogilvy was born in the Scottish town of Ciges. Coincidentally, both his grandfather and father were born on this day. Ogilvy's mother is a beautiful Irishman, but she has a strange temper. She didn't make Ogilvy an heir because Ogilvy could make a lot of money and didn't need the help of her family. 1929, Ogilvy entered the Christian College of Oxford University. Ogilvy didn't choose Cambridge because his father and brother are very famous in Cambridge. He didn't want to live in the shadow of his father and brother. In fact, Ogilvy & Mather's choice of Oxford is very risky-if you can't get a scholarship, you can't afford Oxford's tuition. However, although his exam results were not satisfactory, he still got a scholarship, because the theory of Christian college is that students who get high marks in the exam are likely to be second-rate talents in society, and scholarships should be awarded to students who will make great progress in the future. 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. "

Transfer to Paris

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. 1972 when talking about the principle of leadership, 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 heartless. 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 morale can simply win glory for the army. "

Back to England

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. "

Valuable internship

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."

researcher

1935, Ogilvy sent a sales brochure to Mercer-crowther advertising company in London, claiming that he "never wrote any advertising copy". 65438-0938, Ogilvy was appointed by the company to study advertising business in the United States. When the skyscrapers in Manhattan appeared in front of him, he couldn't help crying with joy.

Immigrate to the United States

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. Eager for a new life, he quickly moved to America. His first job in the United States was to conduct a public opinion survey for Hollywood producers at the Dr. Gallup Audience Institute in Princeton, to investigate the popularity of movie stars, to predict the attraction of story lines, to predict the future direction of movies and so on. Although Ogilvy's weekly salary is only $40, he says he is willing to pay for Dr. Gallup's tuition because he has learned a lot from this job. From 65438 to 0944, Ogilvy served as the Second Secretary of the British Embassy in the United States. Ogilvy's daily job is to send a telegram to the foreign minister or prime minister. 1In June, 945, Ogilvy sent a telegram to London and Chongqing: China has now entered the eighth year of War of Resistance against Japanese Aggression, and this war has brought misfortune and poverty to most Japanese people. More than 3 million people were killed in China, and it is said that 50 million civilians were homeless. The Republic of China, a big country with a quarter of the world's population, should embark on the road of post-war revival as soon as possible, which is in line with your majesty's political interests. Late that night, Ogilvy received a phone call from the embassy accusing him of sending a telegram to Chongqing without using a password, which was intercepted by the China authorities. British officials rarely express this pro-China stance. Ogilvy & Mather thought that China must have thought that they deliberately didn't use the password to please.

Edit this paragraph to create Ogilvy.

Ogilvy, 38, founded Ogilvy Advertising Company on Madison Avenue in new york. On the day he put into business, he issued a service announcement. The company has just been established and strives to survive. There was a time when all of us had to work overtime and our wages were below average. Our company pays attention to recruiting energetic young people. I don't need a flatterer who is used to flattery. I am looking for smart and educated people. The size of the company depends on the effort. At present, the company has just been established, and the funds are not abundant, but we will develop it into a big company before 1960. The next day, Ogilvy wrote a list of five customers he wanted to win most: General Foods, Bristol-Meyer Pharmaceutical Factory, Herbalife Soup, Oliver Brothers and Shell Oil Company. At that time, Ogilvy faced as many as 3,000 competitors, and winning these five famous enterprises with Ogilvy's family fortune of $6,000 seemed like a pipe dream to outsiders. But Ogilvy is full of confidence in his goal. First of all, he thinks he has a deep understanding of advertising and has accumulated rich experience and methods in Dr. Gallup's office. He read all the books on advertising that had been published at that time, and got a taste of the ideological essence of advertising pioneers such as Hopkins, Cabos and Lambert. As long as he applies this knowledge and experience to action, plus his imagination, he firmly believes that he can create a series of advertising activities. The development law of the advertising industry will also provide him with opportunities for success-every few years, large companies will age, their creative fire will be extinguished and become an extinct volcano, and it will begin to hand over customers to new companies that are alive, diligent and rising. But he also knows that if he runs his own company formally, it may take 20 years to achieve his goal. He is eager for success and has no time to wait. In the early days, the advertising genius used some tricks: he gave a speech, commented on various problems in the advertising industry, and made as much commotion as possible on Madison Avenue; He cooperated with the media and constantly exposed Ogilvy's actions to the target readers. Give full play to his diplomatic skills and make use of his social relations to create social prestige for him; He often sends the company's progress report to 600 people of his choice-leaders of various industries of target customers.

Edit this Ogilvy's growth

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 commercials 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. "Ogilvy's other decisive advertising business 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 "clock" copy was born. " At 60 miles per hour, sitting in a Rolls Royce, 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. I have loved Rolls-Royce cars almost since I was born, so I will try to write them. "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.

Edit this paragraph to advertise the product for sale.

Ogilvy personally acquired a large number of customers of Ogilvy. Whenever Ogilvy attends various meetings, dinners, tea parties or cocktail parties, he always has a way to detect whether there are potential advertisers. Once, Ogilvy attended a luncheon hosted by the Scottish Society in new york. This is a small group of Scots close to 10. Ogilvy & Mather found many ready-made advertisers, such as the owner of Maian Shoes and the head of new york of British Tourism Bureau. Soon Ogilvy became the advertising agency of these two companies. It was also at this luncheon that he met Mr. Mase, President of Shell Company. Ogilvy joined the Scottish Association. Everyone has a lunch party every two months. When Ogilvy and Mase meet, they will talk about advertising more or less. Later, Bei Mase decided to dismiss the Shell advertising agency, Zhiwei Thomson Company, and they had a cooperative relationship with Zhiwei Thomson Company for about 30 years. Bei Mase set up a committee to select advertising agents within the company. There are four shortlists, including Ogilvy & Mather in Mase. After the selection, the Committee chose B&; Benton Bowles Mase said to the committee members, "You must be crazy! You chose an advertising company as bad as Zhiwei Thompson. " Then he added, "Why not try Ogilvy?" "Shell" sent a questionnaire to all participating agents. Ogilvy never answered the questionnaires sent by customers, but this time he answered them seriously. I heard that Mase was in London, and Ogilvy decided to meet him in London. Mr. Mase is staying at the "Cleju" Hotel. Ogilvy called several times, but there was no response. He had to wait and wait in the hotel. Just when he almost gave up hope, Mase called Ogilvy, and Ogilvy quickly said to Mase, "I want to have lunch with the Minister of State of the Scottish House of Commons today. Would you like to come over? " Mr. Mase readily agreed and arrived as promised. When they were walking back together, it suddenly rained cats and dogs. Mr. Mase didn't bring an umbrella, and Olgilvy brought his umbrella. They walked and talked. Under the umbrella, they talked more cordially. While Ogilvy was on vacation in Massachusetts, Smenty of Shell Oil Company called to tell him that Ogilvy had found a customer of Shell Oil Company. Hearing the news, he blurted out: "This is God helping me!" " "Afterwards, Mase said that Ogilvy's main reason for winning Shell Oil Company was Ogilvy's advertising campaign for Rolls-Royce. Bei Mase thinks this is an excellent work that exhausts the soul and displays talents. Ogilvy & Mather's advertising campaign for Rolls-Royce only cost $654.38 million+a year, but it won Ogilvy's big customer, Shell Oil. This order doubled Ogilvy's turnover and began to develop overseas. Ogilvy insists that Ogilvy's customers must be merchants who can make good products. They are not only proud of advertising, but also very willing to recommend it to their families. Rolls-Royce is the world's leading brand-name car, but Ogilvy fired the customer because of quality problems.

The editor of this paragraph hates mediocre and lazy people.

At a board meeting, a Russian doll was placed in front of each director. The directors looked at each other, somehow. Ogilvy said, "That's you. Open it, so they opened the doll. There is a smaller doll in it. When they hit the end one by one, there was a note written by Ogilvy in the youngest doll-if you often hire people weaker than you, we will become a dwarf company in the future. On the contrary, if you always hire people who are better than you, we will definitely become a giant company in the future. Ogilvy & Mather believes that advertising is an industry that needs a lot of talents, and talents come from people who are not bound by rules and regulations, have original opinions and are slightly rebellious. Ogilvy said: "If you can't tell these young people with extraordinary potential at all, and you can't give them timely promotion and rewards, they will soon turn around and leave. "Losing an outstanding talent is no less harmful to the company than losing a customer." Ogilvy's approach is to hire someone better than himself as soon as he finds one. If necessary, you might as well pay him a higher salary than yourself.

Edit this passage of Ogilvy & Mather'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. And 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, making them 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. ...

Edit this famous quote by Ogilvy.

"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 products." "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, opened 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 and Mather have fought side by side with many world-renowned brands and created countless market miracles. They include: American Express, Sears, Ford, Shell, Barbie, Ponzi, Dove, Maxwell, IBM, Kodak ... 19965438. 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 advertising 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 they think 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 over and over 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 & Mather left his last wish and valuable experience: (1) Creating a successful advertisement is a craft, partly relying on inspiration, but basically relying on 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.