Advertising that sells - An old fashioned myth or the brain child of a genius?
The principles that helped make David Ogilvy an advertising icon for nearly 70 years are just as relevant today as they were when he started out on Madison Avenue in New York in 1949.
His principles and personality have inspired creatives and advertising executives the world over. His ethos and techniques have stood the test of time because they all deliver promise and translate into just about every language on the planet. Brutal simplicity was often the key to his advertising successes, of which there were many. His ability to conceive a unique customer proposition and deliver it through original thinking, repeatedly over time and across every media channel made him a true genius.
In today’s crowded multi-media landscape the need to stand out is even more relevant than ever and how David Ogilvy would have enjoyed the challenge. Agencies everywhere are searching for the next big idea. But Ogilvy would not be caught staring into the abyss to find his inspiration. He would resort to tried and tested techniques that never failed him. His ideas were based on thorough insight and research, customer engagement, building trust and delivering a promise.
Originality and the big idea were sacred to Ogilvy. Making the product the hero was always his challenge. No product was ever dull. He once said “There are no dull products, only dull writers” and he would only assign someone to a campaign if they had a personal interest in it. He felt there was no better thing than enthusiasm and insight to ignite a creative brain into action, to then make the cash registers ring.
Ogilvy totally subscribed to the philosophy – “If it doesn’t sell then it isn’t creative.” He actually despised the word creative. He had no time for creative accolades that adorned many agency walls that had no positive effect on sales.
He frowned upon and ridiculed much of the advertising that won many awards only for the agency to be sacked or go out of business the following year. Without sounding like an old fart, principles in general are not a popular trend in today’s modern society. Shortcuts, cutting corners and looking for a fast buck are more attractive to many people who aren’t prepared, or good enough, to learn and develop their craft.
Ogilvy believed in hard work and original thinking – rare commodities today. He believed these values were the home of true inspiration! Defining brand personality with a clear USP was always key to acquiring largest market share and profit margin. He focussed 80% of his time to the headline proposition. He always kept it concise - never confusing, tricky or awkward. Just plain simple, but always brilliantly effective.
Ogilvy’s legacy continues to inspire. He was a true genius and motivator of original thinking the world over. At A&P his principles have been embraced and cherished for over a quarter of a century. They have made our lives richer and more rewarding and our client’s brands more profitable. Long may that continue.
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