Famous figures of advertisers

William bernbach (william bernbach1911-1982)

As one of the most influential creative forces in the advertising history, william Bernbach's contribution to the advertising industry is like an inspiring father.

In the 1920s, bernbach brought DDB into the era of creative energy explosion. He agrees with this process: how to connect customers' products with consumers; What role do people's qualities and feelings play? Then advertising decides how to use TV and print to convey to consumers and win them. This process has created new styles of TV advertisements: mass funerals and snow plows; Oysters stolen by Alka-Seltzer; "Visiting Grandfather" for Polaroid; Italian wedding of Riggs Beer; Life cereal "Maggie"; The "gorilla" in the suitcase of "American tourists"; Play "card games" and "share" with Jack Gifford to get "cookie Jack"; "burn eggs" for GTE; A "contrast" made for Jamaica Tourism Board with freeze-frame photography. Leo Boehner 1892- 197 1)

Although Bona is wrinkled and overweight, he can hardly reflect the image of "advertiser", but his creativity always leaves a deep impression on people. Through his passion, passion and experience, he made his copy full of "inner dramatic effect" 1935. He left Irving Company in Chicago to set up his own company and formed a very influential "Chicago School", such as absorbing emotional demands from the heart. He created many influential brand images: Hulk Jolly, Baker pillsbury, Tuna Charlie and Tiger Tony (Kellogg Food Company). His advertising campaign for Marlboro became a legendary example of building a global brand with the power of advertising, and ultimately had an impact on the strict legal restrictions in the field of tobacco marketing. David ogilvy (david ogilvy191-1999)

Ogilvy called himself an "advertising classicist". He paid attention to a long speech based on facts and developed Albert Lasker's theory of "plane salesmanship". Ogilvy & Mather 1948 Entrepreneurship. Ogilvy & Mather has created concise and powerful advertisements, which are characterized by gorgeous words, practical copywriting and respect for consumers' wisdom. After World War II, he left many unforgettable ideas: Hathaway shirt, Shell Oil, Sears retail chain, American Express credit card, International Paper Company, IBM, Ross-Royce Motor Cars and Pabury Farm. Ogilvy pioneered the charging method against the commission system. 196 1 During the period of "Great Change", he was elected to the copywriter hall of fame. Maurice Sacchi/Charles Saatchi (Maurice Sacchi/Charles Saatchi 1946-/ 1943-).

Since the two brothers 1970 founded the company, they have made ecstatic gains in 16: they established the largest joint venture in the world, permanently changing and redefining the advertising prospect in the United States. Saatchi invaded the United States on a large scale and carried out crazy mergers, sweeping dozens of companies, including some research, direct sales, promotion and consulting companies. Martin sorrell, chief financial officer of Shengshi Great Wall, left his post on 1986 and founded WPP Group. 1987 merged with Zhiwei Thompson advertising company and established a network of competitive operating companies. 1995, the managers of Saatchi Company rose up against the excessive consumption of the two brothers and expelled them from this multi-billion dollar holding company. Then the Saatchi brothers founded M & amp； C saatchi company. When the Saatchi brothers survived, WPP Group developed into three major holding companies. Albert Lasker (Albert Lasker 1880- 1952)

1898, Lasker started as a cleaner in Lord Thomas' company, and owned his own company after 14. While promoting advertising as "print sales", he made clear the cooperative relationship between the customer department and the creative department; Firmly implement the commission system of 15%; Raise funds for customers' advertising activities; The research has trained many future advertising company leaders. Albert pushed Lord Thomas Company to the first position, 192 1 left for Washington, and 1923 returned to the wavering company for rebirth and got the business of Kotex Kleenex of Kimberly-Clark Company. Create a lottery cigarette promotion campaign for women. 1942, in order to reopen the business, he sold the shares owned by Lord Thomas. 1943, the company reopened and changed its name to Fukang beiding advertising company. George Gallup (George Gallup 190 1- 1984)

1947, after Gallup left Jan Robic Advertising Company, he and Claude Robinson continued to develop his opinion polls and established Gallup Opinion Survey Company. As a result, this "crash" test began to become the trend in the United States. Gallup joined St. Louis Daach Advertising Company as a reporter on 1922, and later he put forward his own research methods in his doctoral thesis at the University of Iowa. 1932 In Northwest University, the popularity of his needs for men and women (economy, efficacy, sexual desire, vanity and status) for copywriting attracted Raymond Luo Bikai's attention. After that, Gallup joined Jan Robikai's advertising company, founded the copywriting research department, and 16 trained researchers. Through years of research and practice, Gallup is convinced that the study of consumption attitude must precede creative work. Raymond rubicam 1892- 1978)

At N.W. Al & Sons Company in Philadelphia, Luo Bikai focused on developing his leadership skills. His ideas of Squibb, Ross-Royce and Steinway laid the foundation for the success of Al Company. 1923, he refused to become a partner, and established Jan Robikai advertising company with his college classmate John Orr Young. Jan Robikai embodies the "creative revolution" through his outstanding creativity. After the arrival of the broadcasting era, Jane robiquet made a program about Jack Benny and Arthur Godfrey. Luo Bikai would rather reject George Washington Hill's $3 million Belmel cigarette business than change the creative team. He founded research institutions, trust funds, dividend system and bonuses, and was regarded as "a politician in advertising".