Documente Academic
Documente Profesional
Documente Cultură
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Table of Contents
Executive Summary ................................................................................................................. 3
Societal and Industrial Context............................................................................................ 7
Agency Biography ..................................................................................................................... 8
Individual Biography............................................................................................................ 10
Signature Advertising Campaigns.................................................................................... 12
Historical Significance/Contributions ........................................................................... 13
Philosophically Remodeled Ad Campaign .................................................................... 14
Bibliography ............................................................................................................................ 23
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Executive Summary
Agency Biography
The agency biography starts out by looking at the company founders. David
Ogilvy founded the agency as a single founder with no clients and no partners. He
had a few key staff that helped him starting out.
We then begin with a search into the agencys philosophy. We find that a
significant amount of philosophy from the agency comes from David Ogilvy himself.
His experience as a chef helped him develop a very strong work ethic that translated
down the hierarchy of employment from the executive upper management to the
creatives and account planners. We learn that David Ogilvys entire purpose is to
create advertising that sells, which powers everything his agency does. If his
advertising doesnt sell the product, there is no point in advertising to begin with.
Ogilvy also wrote a book that depicts his personal work ethic, it impressively sold
600,000 copies in 11 different languages and was heralded as one of the most
authoritative books on advertising by agency execs.
The campaigns Ogilvys agency created were significant and reflected the
agencys desire to create continuing stories. The Man in the Hathaway Suit is just
one example of this. Ogilvys strong work ethic and morals lead them to generate
accounts with some of the largest companies, including American Express, Sears,
Ford, IBM, and Nestle. Some of the largest brands today have their roots in the
advertising campaigns of Ogilvy & Mather.
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advertisement was The Man in the Hathaway Shirt. This ad contained Ogilvys
famous image and copy as well as a continuing story. He featured the mysterious
man who had several different adventures throughout his campaign. This
advertisement had a massive impact and is still being used today as an example for
other ads.
Historical Significance/Contributions
David Ogilvy made a significant impact on advertising practices, methods and
styles that led him to be impact many individuals. With the start of his agency Ogilvy
desired to build upon honesty. He understood the focus of advertising was to sell
and that in order to reach the consumer, you had to be sensitive to the consumer. He
also established himself as an ethical man and placed great pride in his work. As
Ogilvy left his mark on his founding firm, he also left an impact on the entire
advertising industry. His lasting impact continues on through advertising styles as
well. We will examine each of the areas of impact to further exemplify the imprint
that David Ogilvy truly had within advertising.
Philosophically Remodeled Campaign
As we move towards creating executions for our campaign, his legacy will
exemplify a more modern form through our work. Our group chose a technology
brand, OtterBox, as the brand in which we wanted to reposition by utilizing Ogilvys
styles and concepts of advertising. He believed advertising was a long-term
investment in brand building. In our case, a continuing story can help build the
brand. Thus, as an individual examines our work, they will see the investment in
brand building through our Agent O story line. By using Ogilvys methods our
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campaign for OtterBox phone cases will effectively reach our demographic. Our
demographic consist of the klutzy, spontaneous, chaotic, and graceless individuals
who have broken a device or valuable due to their active lifestyle.
Sivulka, 1998
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Agency Biography
a) History of Company
i. Company founders
o David Ogilvy started the advertising agency Ogilvy & Mather in
1948 without any clients and two staff.
ii. Corporate Philosophy
o Advertising approach was unique for its time. The goal was to
create advertising that sells and the way to do that is to build up
strong brands.
o In Confessions of an Advertising Man, David Ogilvy emphasizes
work ethic in leadership. As long as David Ogilvy worked hard, he
knew his employees would have no complaints about working just
as hard. This work ethic translated into a cohesive agency that
valued hard work and commitment.
o Ogilvy process: research the product, position the product, create
a brand image, and have a big idea in order to attract the attention
of the consumers. Without a big idea, he argued, consumers would
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Sivulka, 1998
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Ogilvy, 2004
NYTimes, 2010
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Individual Biography
a) Entry into Advertising
o At age 17, he applied for a job as an advertising manager at
Libertys, the fabric shop in London.7 However, the official mark of
Ogilvys entry into advertising was after he wrote the guide for
Aga salesmen in 1935. He sold so many Aga cooer stoves that the
company commissioned him to write a manual for the
enlightenment of the other salesmen.
o Once he sent a copy of the manual to his brother Francis at Mather
& Crowther, a London agency, he was hired in 1938.8 According to
the Ogilvy & Mather website, fortune magazine called it "probably
the best sales manual ever written.
i. Other Career Choices or Possible Directions
o Though David Ogilvy dropped out of Oxford's Christ Church
College at a young age, he was able to make an impactful mark in
the advertising industry. David Ogilvy had various directions he
could have taking during his career.
o He was a social worker in Edinburgh slums, chef in Paris working
65-hour weeks in the Hotel Majestics kitchens for only $7, and
returned to England at 24 to be a door to door sales man for the
Aga cooker stove.9 He was also an associate of Dr. Gallup in
research for the motion picture industry, an assistant to Sir
NYTimes, 2010
Ogilvy, 2004
7 Ogilvy, 1986
8 Ogilvy, 1978
9 Danzig, 1999
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6
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Ogilvy, 1963
Danzig, 1999
12 Danzig, 1999
13 Danzig, 1998
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14
Ogilvy, 1978
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Historical Significance/Contributions
a) Impact at Agency
o Built agency on principle that the function of advertising is to sell
and that successful advertising for any product is based on
information about its consumer
Ogilvy understood the focus of advertising and that in order to
reach the consumer; you had to be sensitive to the consumer.
Desire to build upon honesty
o Focused on building brand-name recognition, and featured
lengthy, informative, benefit-oriented copy and eye-catching
people or symbols
Establishing these traits made Ogilvy stand out from those
during his time and worked toward his success in advertising.
o Resigned accounts when he lost confidence in a product
Furthermore establishes his respect for the business of
advertising and how greatly he valued his contribution an ad
account.
b) Impact on Advertising Industry
o Trailblazer
o Pioneered a fee system16
Unlike the traditional ways before that worked around
commission
Ogilvy saw fit to steer away from this method to bring forth
options in the way people were paid.17
o Ability to establish brand image and brand recognition.
Ogilvy, 1963
Ogilvy & Mather, 2010
17 Ad Age, 1999
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16
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Radio Script
The purpose of this thirty-second radio spot was to show the consumers how
the OtterBox phone case uniquely protects our most valuable possession. Creating
this radio spot in a mysterious and adventurous setting was ideal simply because
our targeted consumers are those who are technology savvy and looking for ways to
protect their phones from water damage, dings, bumps, and scratches. For the most
part learning the quality and product features through a mysterious character grabs
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the attention of the audience. It also, captivates the ideal of brand building when
communicating the same message used in our print advertisement. The message So
feel safe. Agent O does. was very important to connecting our consumers to the
ideal of quality durability and protection to the product.
Print Ad
When designing these ads, we considered what Ogilvy would do if he were to
design these ads in the 21st century. We know Ogilvy used the continuing story to
create a compelling campaign for the Man in the Hathaway Shirt, so we wanted to
take the same approach. We used techniques such as mystery and humor to connect
with our audience. For example, in the first advertisement we chose a female
British MI-6 agent to demonstrate the durable attributes of the product. The viewer
does not fully understand who the person in the advertisement is and may seek out
additional information or discuss this in conversations with their friends. David
Ogilvy also achieved these same affects through his Hathaway campaign by using a
mysterious central figure and placing him in different settings. We also were able to
communicate the strength and durability of the product by putting the agent in
extreme settings, such as swimming (water-proof), mountain climbing (long drops,
scratches), and skydiving (dents and scratches).
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Radio Script:
OTTERBOX PHONE CASES: 30 Radio
SFX:
ANNCR:
SFX:
SFX:
MUSIC OUT
ANNCR:
SFX:
ANNCR:
SFX:
MUSIC OUT
ANNCR:
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Print Ads:
a)
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b)
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c)
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Bibliography
Bibliography (Jared)
Hays, Constance L. "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies Obituary; Biography - NYTimes.com." The New York Times - Breaking News,
World News & Multimedia. N.p., n.d. Web. 9 Oct. 2010.
<http://www.nytimes.com/1999/07/22/business/david-ogilvy-88-fatherof-soft-sell-in-advertising-dies.html>.
"Ogilvy & Mather." Ogilvy & Mather. N.p., n.d. Web. 8 Oct. 2010. <www.ogilvy.com>.
Ogilvy, David. Confessions of an Advertising Man. New Ed ed. New York: Southbank
Publishing, 2004. Print.
Bibliography (Marie)
Danzig, Fred. David Ogilvy: The last giant. (cover story). Advertising Age; Vol. 70
Issue 31, p1-46, 4p, (1999). <www.ebscohost.com>
Danzig, Fred. From failed farmer to advertising legend. Advertising Age; Vol. 69
Issue 38, pc25-c25, 1p, (1998). <www.ebscohost.com>.
McDonough, John. Ogilvy & Mather at 50. Advertising Age; Vol. 69 Issue 38, pc1-c1,
4p, (1998) <www.ebscohost.com>
Ogilvy, David. The unpublished David Ogilvy. New York: Crown, c1986.
Ogilvy, David. DAVID OGILVY An Autobiography. Great Britain: Hamish Hamilton,
1978.
Ogilvy, David. CONFESSIONS OF AN ADVERTISING MAN. Canada: McClelland &
Stewart Ltd., 1963.
Ogilvy & Mather. Ogivly & Mather David Ogilvy.
<http://www.ogilvy.com/About/Our-History/David-Ogilvy-Bio.aspx>.
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Bibliography (Brandon)
"Confessions of an Adverting Man (paperback)." Amazon.com. 2006. Amazon.com.
17 Jul 2006 <http://www.amazon.com/gp/product/productdescription/
1904915019/ref=dp_proddesc_0/102-85661764636117?ie=UTF8&n=283155&s=books>..
Bibliography (Howie)
Sivulka, Juliann. Soap, Sex, and Cigarettes: a Cultural History of American Advertising.
Belmont, CA: Wadsworth Pub., 1998. Print.
Bibliography (Ariel)
David Ogilvy (1911-1999), Ad Age, accessed November 4, 2010
<http://adage.com/century/people004.html>.
David Ogilvy, Ogilvy & Mather, accessed November 3, 2010
<http://www.ogilvy.com/About/Our-History/DavidOgilvy-Bio.aspx>.
David Ogilvy: The Last Giant Creative Titan: Legendary Adman revered for
Humanity, Advertising Age, accessed November 4, 2010.
<http://www.csub.edu/~pamela/read663/David_Ogilvy.pdf>.
Legends of Advertising: David Ogilvy, Spotlight Ideas, accessed November 4, 2010
<http://www.spotlightideas.co.uk/?p=105>.
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