What does Ogilvy do?

It is an advertising company whose founder is David Ogilvy.

Ogilvy was born on June 23, 1911, in West Horsley, England. He studied at Fettes University in Edinburgh and Oxford University. However, he did not graduate, but, as he later said, "was kicked out." He called the experience "a real failure in my life... I could have been a star at Oxford, but I failed because of repeated exam failures." After being kicked out of school, Ogilvy moved to Paris and worked in the kitchen of the Royal Hotel. The head chef's vigorous and resolute style left a deep impression on him, which led to the management principles he later advocated. In 1972, discussing leadership principles, he recalled the high morale in the Pitard kitchen: "I saw the head chef fire his cook because the poor guy didn't bake the cake. Well, no mercy at all. I was shocked, but other chefs were so proud that they thought they were serving in the best kitchen in the world. ."

After returning to the UK, Ogilvy was employed by the Aga Kitchenware Company as a door-to-door salesman. In 1935, he wrote a sales coaching manual for Aga's salesmen, which was later hailed by Fortune as "the best salesman's manual ever written." At the time, he was only 24 years old, but he had already written enduring sales quotes.

“The more prospects you talk about, the more likely you are to make sales and the more orders you get. But don’t think that the quantity of sales calls is equal to the quality of the products you sell.”

In 1936, his brother got him an internship at an advertising agency in London. The company sent him abroad for a year to study American advertising technology. This year, he gained a lot. Not only did he succeed in his studies, but he also met an 18-year-old female student. They got married the year World War II broke out. The 25-year-old declared: "Every advertisement must tell a complete marketing story, and every sentence in the copy must be resounding."

In 1938, David Ogilvy immigrated to the United States and was hired by Gallo The public opinion polling company spent the next three years traveling around the world conducting surveys for Hollywood clients. Gallup's rigorous research methods and persistent pursuit of facts had a huge impact on Ogilvy's thinking and became one of his principles. During World War II, he was appointed by the British Ministry of Security to serve as Second Secretary of the British Embassy in the United States. After the war, he lived next to the Amen sect in Pennsylvania and made a living growing tobacco. Later, his family moved to New York and decided to start his own advertising agency. Due to financial problems, he sought outside help.

This 38-year-old man is unemployed, a college dropout, and has worked as a chef, salesman, diplomat, and farmer; he knows nothing about the market and has never written a copy. At the age of 38, he has not yet officially entered the advertising industry and has only US$5,000 in original capital... Which advertising company would use such a character? However, a British company recognized a gentleman and invested 45,000 yuan to help him start his business. Ogilvy founded Hewitt Ogilvy, Benson & Mather (the predecessor of Ogilvy) with Anderson Hewitt, an accountant he met in 1941. Since then, he has led the company step by step with his original ideas, keen insight, and diligent style. Going strong, 3 years later, this once dim man has become famous in the industry, as if he has created a miracle.

Although Ogilvy has developed smoothly and its assets have reached 9 million three years later, its founder still has some regrets. He needed a design that would showcase his boundless creativity. In 1951, C.F. Hathaway, the owner of a small garment factory, came to ask for help. As a result, the "man with a black eyepatch" jumped out, adding a sense of mystery to the product and stimulating readers' wild imagination. "Conveying a special message to please the reader's intelligence" has remained attractive for 25 consecutive years and has become one of Ogilvy's most famous advertising ideas. Next, there's Schweppes Co., a British company that makes sodas and mixed drinks. The company insisted on using their advertising manager, Edward Whitehead, as the advertising model. "Mr. Whitehead has a beard and a high-spirited look; his every move exudes well-groomed elegance and full of airs. A series of commercials designed around him were broadcast on television and had a huge response.

This British man captured the hearts of Americans with his persistent pursuit of the finer things in life and even women. "(McDonough-1998). By 1952, David Ogilvy was already well-known. "A natural target for the public, unique extraordinary bearing, endless charm, and a mind full of whimsical ideas. ”

Another decisive advertising business undertaken by Ogilvy came from Rolls-Royce. At that time, Rolls-Royce only had a budget of 50,000, hoping that Ogilvy could do a low-profile project. Profitable, highly effective advertising design. The famous "clock" copy was born. "At sixty miles per hour, the loudest noise you can hear when sitting in a Rolls-Royce is the ticking of the electronic watch. . "This advertisement destined 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've had a love for Rolls-Royces almost since I was born, so I try to write about them. "In 1963, Ogilvy wrote "Confessions of an Advertising Man". Since then, his career has reached its peak. Millions of copies were printed, and it was translated into 14 languages ??and sold well all over the world. Later, he Published "Blood, Thoughts and Beer" and "Ogilvy on Advertising", both of which had an equally profound impact on the modern advertising industry.

In 1965, Ogilvy resigned as chairman of Ogilvy. He concentrated on innovative design for ten years, and then "retired". He continued to work hard in his empire until his death in 1999.