Works
His book Ogilvy on Advertising is a general commentary on advertising and not all the ads shown in the book are his. In early 2004, Adweek magazine asked people in the business "Which individuals - alive or dead - made you consider pursuing a career in advertising?" and Ogilvy topped the list. The same result came when students of advertising were surveyed. His best-selling book Confessions of an Advertising Man (ISBN 1-904915-01-9) is one of the most popular and famous books on advertising.
Ogilvy’s advertising mantra followed these four basic principles,
- Research: coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as research director.
- Professional discipline: "I prefer the discipline of knowledge to the anarchy of ignorance." He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals.
- Creative brilliance: had a strong emphasis on the "BIG IDEA."
- Results for clients: "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."
Read more about this topic: David Ogilvy (businessman)
Famous quotes containing the word works:
“Your hooves have stamped at the black margin of the wood,
Even where horrible green parrots call and swing.
My works are all stamped down into the sultry mud.”
—William Butler Yeats (1865–1939)
“Every man is in a state of conflict, owing to his attempt to reconcile himself and his relationship with life to his conception of harmony. This conflict makes his soul a battlefield, where the forces that wish this reconciliation fight those that do not and reject the alternative solutions they offer. Works of art are attempts to fight out this conflict in the imaginative world.”
—Rebecca West (1892–1983)
“I lay my eternal curse on whomsoever shall now or at any time hereafter make schoolbooks of my works and make me hated as Shakespeare is hated. My plays were not designed as instruments of torture. All the schools that lust after them get this answer, and will never get any other.”
—George Bernard Shaw (1856–1950)