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==Bibliography== |
==Bibliography== |
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*{{cite book |title=The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising | |
*{{cite book |title=The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising |last= Roman | first = Kenneth |year=2009 |publisher=[[Palgrave Macmillan]] |location=[[New York City]] |isbn= 0230618340 |pages=45-218 |url=https://books.google.ca/books?id=C_ZxurmAk4MC&pg=PT0 | ref = harv}} |
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==References== |
==References== |
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Revision as of 19:00, 24 November 2015
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History
Foundation
The agency that would become Ogilvy & Mather got its start in London in 1850 when Edmund Charles Mather began an advertising agency on Fleet Street, the traditional location and current metonym of the British newspaper industry.[1] After Edmund's death in 1886, his son, Harley Lawrence Mather, partnered with Herbert Oakes Crowther and the agency became known as Mather & Crowther.[2] The agency pioneered newspaper advertising, which was in its infancy due to a loosening of tax restrictions. Mather & Crowther educated manufacturers about the efficacy of advertising and also produced "how-to" manuals for the nascent advertising industry.[2] The company grew in prominence in the 1920s after creating leading non-branded advertising campaigns such as "Drinka Pinta Milka Day".[3][2]
In 1921, Mather & Crowther hired Francis Ogilvy as a copywriter. Ogilvy eventually became the first non-family member to chair the agency. When the agency launched the Aga cooker, a Swedish cook stove, Francis composed letters in Greek to appeal to British public schools, the appliance's best sales leads. Francis also helped his younger brother, David Ogilvy, secure a position as an Aga salesman.[4] The younger Ogilvy was so successful at selling the cooker, he wrote a sales manual for the company in 1935 called “The Theory and Practice of Selling the Aga Cooker”. It was later called “probably the best sales manual ever written" by Fortune magazine.[5]
David Ogilvy sent the manual to Francis who was persuaded to hire him as a trainee. Ogilvy began studying advertising, particularly campaigns from America, which he viewed as the gold standard.[6] In 1938, David Ogilvy convinced Francis to send him to the United States on sabbatical to study American advertising.[7] After a year, Ogilvy presented 32 "basic rules of good advertising" to Mather & Crowther.[8] Over the next ten years, Ogilvy worked in research at the Gallup polling company, worked for British Intelligence during World War II, then spent a few years farming among the Amish community in Pennsylvania.[7]
In 1948, David Ogilvy proposed that Mather & Crowther and another U.K. agency, S.H. Benson, partner to create an American advertising agency in New York to support British advertising clients. The agencies each invested US$40,000 in the venture, but insisted Ogilvy find a more experienced American to run it. David Ogilvy recruited Anderson Hewitt from J. Walter Thompson to serve as president and run sales. Ogilvy would serve as secretary, treasurer, and research director. Along with their British sponsors, which held controlling interest, Hewitt mortgaged his house and invested $14,000 in the agency and Ogilvy invested $6,000.[9][10]
Hewitt, Ogilvy, Benson & Mather
On September 23, 1948, David Ogilvy opened his U.S. shop as Hewitt, Ogilvy, Benson, & Mather on Madison Avenue in Manhattan.[11] Initially, Mather & Crowther and S.H. Benson gave the agency four clients that were relatively unknown in the U.S. and had small budgets, including Wedgwood China, British South African Airways, Guinness, and Bovril.[12]
The agency's first account was securing magazine advertising space for Wedgwood.[10] It had its first successful ad with Ogilvy's concept "The Guinness Guide to Oysters", which was followed by several other similar food and Guinness pairing guides.[13] Hewitt, Ogilvy, Benson, & Mather's first large client was Sunoco (then called Sun Oil), procured by Hewitt in February 1949.[11] Helena Rubinstein cosmetics was the first client won by Ogilvy.[14]
A breakthrough came after the agency was approached by Maine-based shirt manufacturer C. F. Hathaway Company. The company only had a small budget, but its president promised to "never change a word of copy."[15] In 1951, Hewitt, Ogilvy, Benson, & Mather introduced the "The man in the Hathaway shirt" campaign. The advertisement featured an aristocratic man in an eyepatch that Ogilvy purchased on the way to the ad's photo shoot. C. F. Hathaway Company sold out of shirts within a week of the first ad's printing. The campaign increased the shirt maker's sales by 160 percent, resulted in new business for Hewitt, Ogilvy, Benson, & Mather, and turned the recognizable "Hathaway Man" and his eyepatch into a popular cultural trope.[16][7]
In 1952, the agency launched a campaign for Schweppes using the beverage maker's U.S. president, Edward Whitehead, as company spokesman "Commander Whitehead".[10][17] The campaign increased sales by 600 percent in six months and grew from a single ad to a TV campaign that lasted through the 1960s.[17] That same year, Hewitt, Ogilvy, Benson, & Mather produced the "Come to Britain" campaign for the British Tourist Authority, which led to Britain rising from the fifth to first American tourist destination.[13]
Ogilvy, Benson & Mather
Disagreements between Hewitt and Ogilvy, particularly about creative direction and who should run the agency, resulted in Ogilvy's resignation in 1953.[11] The agency's backers supported Ogilvy, leading to Hewitt's resignation and the agency reopening as Ogilvy, Benson & Mather in 1954. Ogilvy hired retired Benton & Bowles executive Esty Stowell in 1956 to handle operations and non-creative functions.[18]
During the 1950s, Ogilvy, Benson & Mather became known for its successful campaigns, which David Ogilvy called "Big ideas". The agency, mainly through Ogilvy's creative direction, built a reputation for "quality" advertising, which was defined by its use of well-researched "long copy", large photographs, and clean layouts and typography. Ogilvy believed advertising's purpose was to sell through information and persuasion, as opposed to entertain.[7][19]
In 1955, Ogilvy created the Dove campaign "Dove is one-quarter cleansing cream–It creams your skin while you wash" after learning one of the bar's ingredients was also used in cold cream.[20] In 1956, the agency invented "Titus Moody" for Pepperidge Farm, a character which appeared in their commercials until the 1980s.[21][7] Ogilvy also helped change the perception of Puerto Rico and increase tourism through campaigns in the 1950s.[10][7]
Ogilvy produced one of the agency's most iconic ads for car manufacturer Rolls-Royce in 1960 with the headline "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."[7] Ogilvy borrowed the headline from an old article he came across while researching the company. The rest of the copy included 11 engineering advantages of the vehicle. After it was printed, the ad was praised by other advertisers, and Ogilvy considered it his favorite.[22][18]
That same year, the agency nearly doubled in size and brought on John "Jock" Elliott as an executive after winning the Shell Oil account.[23] The agency agreed to work for Shell on a fee basis, rather than the traditional commission model, and became one of the first major advertising agencies to use the system.[24] The agency produced ads for the company that included the ingredients of its gasoline and explained their benefits.[25][18]
In the early 1960s, David Ogilvy's neighbor, American Express CEO Howard Clark approached him about taking on the account, but Stowell rejected the business as too small. Ogilvy signed American Express while Stowell was on vacation. Other major clients of the 1960s included Sears Roebuck and General Foods.[26]
In 1963, David Ogilvy published Confessions of an Advertising Man, which became an international best-seller and increased Ogilvy's public profile.[18][10]
Ogilvy & Mather
As a reaction to the growth of international advertising, Ogilvy, Benson & Mather formed an equal partnership with Mather & Crowther in 1964.[18] The two agencies became subsidiaries of a new parent company called Ogilvy & Mather, which was headquartered in New York. In 1965, both changed their names to Ogilvy & Mather and the parent company became known as Ogilvy & Mather International inc.[11] Jock Elliott took over as chairman of U.S. operations from David Ogilvy, who remained chairman of Ogilvy & Mather International and became creative director. As a stipulation of the merger, the company went public on April 27, 1966. It was the first advertising agency to go public on both New York and London Stock Exchange.[27][28][18]
In 1969, Ogilvy & Mather became the first ad agency to work with The Hershey Company, after it began national advertisements.[29] In 1971, the agency launched Merrill Lynch's "Bullish on America" campaign. In 1979, it won business from TWA, the agency’s largest account win in the United States at the time.[13] The agency also launched several popular campaigns for American Express throughout the 1970s, including advertisements with the headline "Do you know me?" featuring famous names with unrecognizable faces and the slogan "Don't leave home without it". The gains American Express made through advertising led to the company becoming the agency's biggest client by the 1980s.[11][30]
During the 1970s, Ogilvy & Mather acquired numerous other agencies, including S.H. Benson, one of its original sponsors, in 1971, Scali, McCabe, Sloves in 1976, and Cone & Weber in 1977.[11] One of the acquisitions, Hodes-Daniel, resulted in the establishment of the agency's direct response service called Ogilvy & Mather Direct in 1976. It was renamed OgilvyOne Worldwide in 1997.[13] The agency's growth through acquisitions was not led by Ogilvy, who feared the differing philosophies of the acquired agencies would undermine Ogilvy & Mather's culture and advertising beliefs, which he called the "True Church".[31][32] After moving permanently to his French castle Château de Touffou in 1973, David Ogilvy stepped down as chairman and became Worldwide Creative Head in 1975. Jock Elliott was named chairman and CEO of Ogilvy & Mather International.[28][33]
1980s
The agency opened its public relations division, Ogilvy & Mather Public Relations, in 1980.[34]
Jock Elliott retired as chairman and was succeeded by William Phillips in 1982.[35][28] The next year, Ogilvy & Mather established the Interactive Marketing Group and became the first major agency to establish an interactive capability.[36][37] In December of 1983, David Ogilvy retired as Creative Head.[38]
In 1985, Ogilvy & Mather International was renamed as The Ogilvy Group inc. The group included three divisions: Ogilvy & Mather Worldwide, a new name for all Ogilvy & Mather offices including Ogilvy & Mather Direct and Ogilvy & Mather Public Relations; Scali McCabe Sloves Group; and several independent associate agencies, such as Cole & Weber. Kenneth Roman, president of Ogilvy & Mather U.S., was named president of Ogilvy & Mather Worldwide.[39] He was promoted to chairman of Ogilvy & Mather Worldwide in 1987 and became chairman of Ogilvy Group in 1988, succeeding Phillips.[35]
In 1989, WPP plc, a British advertising holding company, acquired Ogilvy Group for $864 million, which, at the time, was the most ever paid for an advertising agency. David Ogilvy initially resisted the sale, but eventually accepted the title of WPP honorary chairman, a position he relinquished in 1992.[40][41]
Following the departure of Roman for American Express in 1989, Graham Phillips became the chairman and CEO of Ogilvy & Mather Worldwide.[42]
1990s
In 1992, Charlotte Beers replaced Graham Phillips as chairman and CEO of Ogilvy & Mather Worldwide. Philips remained vice chairman. Beers was recruited from agency Tatham, Laird & Kudner and was the first "outsider" to lead the agency.[43] She was also the first woman to lead a major international agency.[44] Beers introduced the concept of "brand stewardship" to the agency, a philosophy of brand-building over time.[45] She is also credited with helping Ogilvy & Mather bring in new business after a downturn.[44]
In 1994, then-North America president Shelly Lazarus and Beers helped win the entire global account of technology corporation IBM for the agency.[45] Worth an estimated $500 million in billings, it was the largest account shift in the history of advertising.[44]
After four years, Beers stepped down as CEO.[44] Lazarus, a 23-year veteran of the agency, was appointed CEO in 1996 and became chairman the next year.[45] It was the first time a woman succeeded another woman at a major agency.[44] Lazarus further developed Beer's brand stewardship approach by introducing "360 degree branding", the idea of communicating a brand message at every touchpoint the brand has with people.[46][45]
David Ogilvy died at age 88, at his home in Touffou in July 1999.[7]
2000s to present
In 2004, Ogilvy & Mather launched Dove's Campaign for Real Beauty, a long-running series of videos, advertisements, and other marketing initiatives focused on "redefining beauty".[47]
Miles Young became Worldwide CEO in January 2009 after leading the company's Asia-Pacific division for 13 years. Lazarus remained chairman until 2012, when Young succeeded her.[48] Under Young's leadership, the agency focused on a "Twin Peaks" strategy of producing advertisements that are equally creative and effective. [49] New business was also Young's priority. The agency secured new global accounts with companies including UPS, Philips, S.C. Johnson, and IHG. [50][51]
In 2010, the agency established OgilvyRED, a specialty strategic consultancy.[50] In June 2013, OgilvyAction, the agency's activation unit, merged with other WPP-owned properties G2 Worldwide and JWTAction to form Geometry Global, an activation network that operates in 56 markets.[52] Ogilvy's production division, RedWorks Worldwide, merged with production company Hogarth Worldwide forming Hogarth & Ogilvy in March 2015 to serve the production needs of all of WPP's agencies.[53]
The agency was named both the Cannes Lions "Network of the Year" and CLIO “Network of the Year” for four consecutive years, 2012, 2013, 2014 and 2015.[54][55] It was also named Effies "World’s most Effective Agency Network" in both 2012 and 2013.[50][56]
In June 2015, Young announced he would retire as both Worldwide chairman and CEO in the second half of 2016 to take the position of Warden at his alma mater, New College at Oxford University.[48]
Bibliography
- Roman, Kenneth (2009). The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising. New York City: Palgrave Macmillan. pp. 45–218. ISBN 0230618340.
{{cite book}}
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References
- ^ Matt Creamer (April 29, 2013). "Who Was Mather? Meet the Lesser-Known Men Behind Famous Agency Names Granted Immortality Regardless of Contribution". Advertising Age. Retrieved 3 September 2015.
{{cite news}}
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at position 69 (help) - ^ a b c Roman 2009, p. 45
- ^ Winston Fletcher (2008). Powers of Persuasion: The Inside Story of British Advertising 1951-2000. London: Oxford University Press. pp. 45–46. Retrieved 7 October 2015.
- ^ Roman 2009, p. 48
- ^ Myrna Oliver (July 22, 1999). "David Ogilvy; Legendary Figure of the Ad Industry". Los Angeles Times. Retrieved 3 September 2015.
- ^ Roman 2009, pp. 56–58
- ^ a b c d e f g h Constance Hays (July 22, 1999). "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies". The New York Times. Retrieved 3 September 2015.
- ^ Roman 2009, p. 62
- ^ Roman 2009, p. 84
- ^ a b c d e Fred Danzig (July 26, 1999). "David Ogilvy: The Last Giant - Creative Titan: Legendary Adman Revered for Humanity". Advertising Age. Retrieved 7 October 2015.
- ^ a b c d e f "Ogilvy & Mather Worldwide". Advertising Age. September 15, 1999. Retrieved 3 September 2015.
- ^ Roman 2009, p. 85
- ^ a b c d Ninart Lui (January 5, 2009). "Ogilvy & Mather Worldwide 60th Anniversary". DesignTAXI. Retrieved 3 September 2015.
- ^ Roman 2009, p. 87
- ^ Roman 2009, p. 89
- ^ Roman 2009, p. 90
- ^ a b Roman 2009, p. 92
- ^ a b c d e f John McDonough (September 21, 1998). "Ogilvy & Mather at 50 -- The 'House that David built' still lives by his precepts: 3 of 4". Advertising Age. Retrieved 3 September 2015.
- ^ Roman 2009, p. 125
- ^ Roman 2009, p. 98
- ^ Joann Klimkiewicz (July 29, 2004). "`Peppridge Faahm' Pitchman Remembered". Hartford Courant. Retrieved 16 October 2015.
- ^ Roman 2009, p. 114
- ^ Roman 2009, p. 134
- ^ "Fee System". adage.com. Advertising Age. September 15, 2003. Retrieved 27 October 2015.
- ^ Roman 2009, p. 135
- ^ Roman 2009, p. 137
- ^ Roman 2009, p. 182
- ^ a b c Lisa Sanders (October 31, 2005). "Former Ogilvy Chairman Jock Elliott Dead at 84". Advertising Age. Retrieved 7 October 2015.
- ^ John Luciew (June 24, 2013). "Hollywood gets Hershey's marketing history mostly right in 'Mad Men' finale". The Patriot-News. Retrieved 16 October 2015.
- ^ Roman 2009, p. 136
- ^ Roman 2009, pp. 146, 164
- ^ Michael Wolff (June 13, 2011). "The First (and Last) Adman". AdWeek. Retrieved 7 October 2015.
- ^ Roman 2009, p. 163
- ^ Philip H. Dougherty (September 20, 1983). "Ogilvy & Mather Forms Public Relations Unit". The New York Times. Retrieved 7 October 2015.
- ^ a b Julia Flynn Siler (February 8, 1988). "Advertising; An Orderly Succession At Ogilvy". The New York Times. Retrieved 7 October 2015.
- ^ "Talk to The Times: Martin A. Nisenholtz". The New York Times. March 8, 2009. Retrieved 26 October 2015.
- ^ "Plugging into Interactive Early on Ogilvy & Mather Martin Nisenholtz". Advertising Age. September 12, 1994. Retrieved 26 October 2015.
- ^ Jeffrey Sonnenfeld (1988). The Hero's Farewell: What Happens When CEOs Retire. Oxford University Press. Retrieved 24 November 2015.
- ^ Philip H. Dougherty (January 28, 1985). "Advertising;Changes Planned At Ogilvy". The New York Times. Retrieved 7 October 2015.
- ^ Randall Rothenberg (May 16, 1989). "WPP's Bid Is Accepted By Ogilvy". The New York Times. Retrieved 3 September 2015.
- ^ Roman 2009, p. 190
- ^ Roman 2009, p. 192
- ^ Roman 2009, p. 218
- ^ a b c d e Stuart Elliott (September 9, 1996). "From One Woman to Another, Ogilvy & Mather Is Making History". The New York Times. Retrieved 7 October 2015.
- ^ a b c d "Lazarus, Rochelle "Shelly"". Advertising Age. September 15, 2003. Retrieved 7 October 2015.
- ^ Robert Reiss (March 1, 2010). "How Philanthropy Builds A Brand". Forbes. Retrieved 3 September 2015.
- ^ Nina Bahadur (January 21, 2014). "Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty". The Huffington Post. Retrieved 7 October 2015.
- ^ a b Jesse Oxfeld and Andrew McMains (June 17, 2015). "Ogilvy CEO Miles Young to Step Down, Become Oxford Administrator Global chief returns to his alma mater". AdWeek. Retrieved 7 October 2015.
- ^ "Five Pre-Cannes Questions With Ogilvy CCO Tham Khai Meng". Advertising Age. March 22, 2012. Retrieved 7 October 2015.
- ^ a b c Noreen O'Leary (March 3, 2013). "Ogilvy Chief Miles Young Is Busy Reinventing a Troubled Agency". AdWeek. Retrieved 7 October 2015.
- ^ Daniel Farey-Jones (April 14, 2010). "InterContinental hands Ogilvy global customer marketing business". Campaign. Retrieved 7 October 2015.
- ^ Simon Nias (June 21, 2013). "WPP merges G2, OgilvyAction and JWTAction to form Geometry Global". Campaign. Retrieved 7 October 2015.
- ^ Elizabeth Low (April 14, 2015). "WPP creates global production unit, merging Ogilvy's RedWorks with Hogarth". Marketing. Retrieved 7 October 2015.
- ^ Noreen O'Leary (June 30, 2015). "Inside Grey's Global Sweep of 113 Lions at Cannes 18 offices won, nearly double the amount in 2014". AdWeek. Retrieved 7 October 2015.
- ^ Anisha Kapoor (October 2, 2015). "Ogilvy & Mather Wins Network of the Year at 2015 CLIO Awards". World Branding Forum. Retrieved 6 November 2015.
- ^ "2013 Effie Effectiveness Index" (Press release). Effie Worldwide. June 20, 2013. Retrieved 7 October 2015.