Ogilvy, David

▪ British advertising executive

in full  David Mackenzie Ogilvy 

born , June 23, 1911, West Horsley, Surrey, England

died July 21, 1999, near Bonnes, France

      British advertising executive known for his emphasis on creative copy and campaign themes, founder of the agency of Ogilvy & Mather.

      Ogilvy was the son of a classics scholar and broker, but financial reverses left the family in straitened circumstance when he was a boy. Nonetheless, he earned scholarships to Fettes College, Edinburgh, and to Christ Church, Oxford. After leaving Oxford without a degree, Ogilvy found work as an apprentice chef at an exclusive Parisian hotel and as a stove salesman. Then a brother working in the British advertising agency of Mather & Crowther offered him a job. He soon became an account executive and went to the United States to learn American advertising techniques. While there, Ogilvy worked for the American pollster George Gallup (Gallup, George Horace); he later credited much of his success in advertising to this experience.

      During World War II Ogilvy served in British Intelligence in Washington, D.C., and for a time was second secretary at the British embassy there. After the war, he tried farming in the Amish area of Lancaster, Pennsylvania, but, being unable to make a living at it, he turned again to advertising. In 1948 Ogilvy and Anderson Hewitt formed Hewitt, Ogilvy, Benson & Mather, with some financial help from his former English employers and another English advertising agency. They started out with British clients, such as the manufacturers of Wedgwood china (Wedgwood ware) and Rolls-Royce (Rolls-Royce PLC). Ogilvy's successful ad campaigns for early clients soon garnered for the agency such major American ad accounts as General Foods (General Foods Corporation) and American Express (American Express Company). In 1966, with Ogilvy at the helm, the firm of Ogilvy & Mather became one of the first advertising firms to go public. The company expanded throughout the 1970s and '80s, and in 1989 it was bought by WPP Group PLC. Ogilvy was then made chairman of WPP, but he stepped down from that position three years later, retiring to a chateau in France.

      Ogilvy's legacy includes the concept of “branding,” a strategy that closely links a product name with a product in the hope of engendering “brand” loyalty in the consumer, and a distinctive style that bore his personal stamp—among his notable ads were those for Hathaway shirts, featuring a distinguished-looking man with an eyepatch, and for Rolls-Royce (Rolls-Royce PLC), which proclaimed “At sixty miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” He wrote two influential books on advertising—Confessions of an Advertising Man (1963) and Ogilvy on Advertising (1983)—and An Autobiography (1997; a revised edition of a book originally published as Blood, Brains, and Beer, 1978).

      Ogilvy insisted that it is better not to advertise than to use poorly designed or poorly written advertisements.

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