What does Ogilvy & Mather do?

Is an advertising company, its founder is david ogilvy.

Ogilvy was born in West horsley, England on June 23rd. He teaches at Fitts University in Edinburgh and Oxford University. However, he didn't graduate, but as he later said, "he was kicked out of the house." He called this experience "a real failure in my life" ... I could have been a star in Oxford, but I was expelled from school because I failed many exams. "

After that, Ogilvy turned to Paris and worked in the kitchen of the Royal Hotel. The chef's decisive attitude left a deep impression on him, which formed the management principle he later advocated. In 1972, when talking about leadership principles, he recalled the high morale in Pitard's kitchen:

"I saw the chef fire his chef with my own eyes. Just because the poor guy didn't bake the cake well, he was completely unkind. I was shocked at the time, but other chefs were proud and thought they were working for the best kitchen in the world. If they serve in the US Navy, their taxi spirit can win glory for the army. "

After returning to England, Ogilvy was employed by Aga Kitchenware Company and became a door-to-door salesman. 1935, he wrote an Aga salesman's sales guide manual, which was later praised by fortune as "the best salesman's manual ever". At that time, he was only 24 years old, but he had written enduring sales quotes.

"The more prospects you talk about, the more likely you are to sell, and the more orders you get. But don't think that the quantity of telemarketing is equal to the quality of the products you sell. "

1936, his brother found him an internship in an advertising company in London. The company sent him abroad to study American advertising technology for one year. This year, he gained a lot, not only academically, but also met a female classmate of age 18. They got married in the year when World War II broke out. At the age of 25, he declared: "Every advertisement should tell a complete marketing story, and every sentence in the copy should fall to the ground."

From 65438 to 0938, david ogilvy immigrated to the United States and was employed by Gallup Polling Company. In the next three years, he traveled all over the world to investigate Hollywood customers. Gallup's rigorous research methods and persistent pursuit of facts have a great influence on Ogilvy's thought and become one of his guiding principles. During World War II, he was appointed as the second secretary of the British Embassy in the United States by the British security department. After the war, he lived next door to the Amish Sect in Pennsylvania and made a living by growing tobacco. Later, the family moved to new york and decided to start their own advertising company. Due to the problem of funds, he sought help from the outside world.

This 38-year-old man, unemployed, dropped out of college, once worked as a chef, salesman, diplomat and farmer; I don't know anything about the market and I haven't written a copy. At the age of 38, he has not formally set foot in the advertising industry, with only $5,000 in original funds ... which advertising company would use such a person? However, a British company took a fancy to a gentleman and invested 45,000 yuan to help him start a business. Ogilvy founded Hewitt Ogilvy, Benson &; Mather, the predecessor of Ogilvy & Mather, led the company to grow step by step with unique insights, keen insight and diligent style. Three years later, this once bleak man has become famous in the industry, as if he had created a miracle.

Although Ogilvy & Mather developed smoothly and its assets reached 9 million three years later, its founder still had some regrets. He needs a design to show his infinite creativity. 195 1 C.F.Hathaway, the owner of a small clothing factory, came to ask for help. As a result, the "man wearing a black blindfold" jumped out, adding mystery to the product and inspiring the imagination of readers. "Conveying a special message to please readers' intelligence" has remained attractive for 25 consecutive years and has become one of Ogilvy's most famous advertising ideas. Then there is Schweppes Co, a British company that produces soda and mixed drinks. The company insisted on using their advertising manager, edward white Head, as an advertising model. Mr Whitehead has a beard and a radiant face; All the gestures are full of elaborately decorated elegance and shelves. A series of advertisements designed around him were broadcast on TV, which had a great response. The British man's persistent pursuit of a better life and even women captured the hearts of Americans. (mcdonough-1998). At 1952, david ogilvy became famous. "The goal pursued by the public is born with unique extraordinary temperament and infinite charm, and its mind is full of whimsy. "

Another decisive advertising business undertaken by Ogilvy & Mather comes from Rolls-Royce. At that time, Rolls-Royce only made a budget of 50,000 yuan, hoping Ogilvy & Mather could make a low-yield and efficient advertising design. The famous copy of the clock was born. "When you are sitting in a Rolls Royce at 60 miles per hour, the loudest noise you can hear is the ticking of an electronic watch." This advertisement doomed Ogilvy's style and reputation. At an annual advertising conference, Ogilvy called his design "the art of written advertising". "I find that the products I am interested in are often easy to explain in words. Almost from birth, I have loved Rolls-Royce cars, so I will try to write. " 1963, Ogilvy wrote a confession of an advertiser. Since then, his career has reached its peak. Printed millions of copies, translated into 14 languages, and sold well all over the world. Later, he published Blood, Thought and Beer and Ogilvy & Mather Advertising, which had a far-reaching impact on modern advertising.

1965, Ogilvy resigned as the chairman of Ogilvy & Mather and devoted himself to innovative design. After ten years, Ogilvy & Mather "retired". It is called retirement, in fact, in order to continue to work hard. In his empire, his influence remained deep and wide until his death in 1999.