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:
“For thou hast made him a little lower than the angels, and hast
crowned him with glory and honor.
Thou madest him to have dominion over the works of thy hands;”
—Bible: Hebrew Psalm VIII (l. VIII, 5–6)
“No one after lighting a lamp puts it under the bushel basket, but on the lampstand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father in heaven.”
—Bible: New Testament, Matthew 5:15,16.
“The hippopotamus’s day
Is passed in sleep; at night he hunts;
God works in a mysterious way—
The Church can sleep and feed at once.”
—T.S. (Thomas Stearns)