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:
“There is a great deal of self-denial and manliness in poor and middle-class houses, in town and country, that has not got into literature, and never will, but that keeps the earth sweet; that saves on superfluities, and spends on essentials; that goes rusty, and educates the boy; that sells the horse, but builds the school; works early and late, takes two looms in the factory, three looms, six looms, but pays off the mortgage on the paternal farm, and then goes back cheerfully to work again.”
—Ralph Waldo Emerson (1803–1882)
“Do not worry about the incarnation of ideas. If you are a poet, your works will contain them without your knowledge—they will be both moral and national if you follow your inspiration freely.”
—Vissarion Belinsky (1810–1848)
“Men seem anxious to accomplish an orderly retreat through the centuries, earnestly rebuilding the works behind them, as they are battered down by the encroachments of time; but while they loiter, they and their works both fall prey to the arch enemy.”
—Henry David Thoreau (1817–1862)