Monday, August 27, 2007

The State Of Advertising - We Miss You Mr. Ogilvy

The "The Father Of Advertising" Would Be Appalled At The State Of His Beloved Industry

By David Miranda

David Ogilvy, considered by many to the Father Of Advertising, penned the "little red book" of advertising, "Confessions Of An Advertising Man" in 1963, yet his wisdom, insights, and advice still ring true today. Mr. Ogilvy, founder of Ogilvy, Benson, and Mather, passed away in 1999 at the grand old age of 88 after a legendary career on Madison Avenue.

Here are quotes from the master:

On Advertising: "I do not regard advertising as entertainment or an art form, but as a medium of information. The more informative your advertising, the more persuasive it will be."

On Advertising Effectiveness: "Ninety-nine percent of advertising doesn't sell much of anything."

On Consumers: "The consumer isn't a moron; she is your wife. It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy. "

On Advertising By Committees: "Committees can criticize advertisements, but they should never be allowed to create them."

On Creativity: "If it doesn't sell, it isn't creative."

On Using Judgement vs. Research: "I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."

On Setting Goals: "Don't bunt. Aim out of the ball park. Aim for the company of immortals."

On Hiring Talent: "If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine."

On Clients: "I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes."

Mr. Ogilvy, we'll try to do better.