Ad Campaign of Ogilvy and Ddb
Contents David Ogilvy: 2 ROLLS ROYCE Advertisement 2 Advertisement objective 2 Target Audience 2 Reasons why the Headlines were powerful 4 Why the Ogilvy Ad was far more modern 5 DDB: 5 History of “THINK SMALL”: 6 Targeted Audience 6 Volkswagen’s Competition 7 Problems 7 Why it was a success 8 References 8
David Ogilvy:
Introduction:
David Mackenzie Ogilvy was born in England on June 23, 1911. In 1948, he founded the New York-based ad agency Hewitt, Ogilvy, Benson & Mather (which eventually became Ogilvy & Mather Worldwide), with the financial backing of London agency Mather & Crowther. He had never written an advertisement in his life. He wrote a memo to one of his partners thirty-three years later that sums up his life. He wrote:
Will Any Agency Hire This Man?
He is 38, and unemployed. He dropped out of college.
He has been a cook, a salesman, a diplomatist and a farmer.
He knows nothing about marketing and had never written any copy.
He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.
I doubt if any American agency will hire him.
However, a London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.
The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring. [1]
David Ogilvy is one of the iconic ad man`s whose contribution changed the concept of advertisements.
ROLLS ROYCE Advertisement:
Rolls Royce advertisement by David Ogilvy was one of the most famous ads that changed the advertising industry forever making history. He wanted to place Rolls Royce cars within it`s market with a great success and in order to do that he came up with the brilliant idea of using the technical editorial of the motor magazine itself in the development of the advertisement. This taught the copywriters that the best advertising ideas can come
David Ogilvy:
Introduction:
David Mackenzie Ogilvy was born in England on June 23, 1911. In 1948, he founded the New York-based ad agency Hewitt, Ogilvy, Benson & Mather (which eventually became Ogilvy & Mather Worldwide), with the financial backing of London agency Mather & Crowther. He had never written an advertisement in his life. He wrote a memo to one of his partners thirty-three years later that sums up his life. He wrote:
Will Any Agency Hire This Man?
He is 38, and unemployed. He dropped out of college.
He has been a cook, a salesman, a diplomatist and a farmer.
He knows nothing about marketing and had never written any copy.
He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.
I doubt if any American agency will hire him.
However, a London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.
The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring. [1]
David Ogilvy is one of the iconic ad man`s whose contribution changed the concept of advertisements.
ROLLS ROYCE Advertisement:
Rolls Royce advertisement by David Ogilvy was one of the most famous ads that changed the advertising industry forever making history. He wanted to place Rolls Royce cars within it`s market with a great success and in order to do that he came up with the brilliant idea of using the technical editorial of the motor magazine itself in the development of the advertisement. This taught the copywriters that the best advertising ideas can come
References: 1. [online] Available at: http://www.ogilvy.com/About/Our-History/David-Ogilvy-Bio.aspx [Accessed: 17 May 2013]. 2. [online] Available at: http://www.mediatrips.com/famous-advertisements/david-ogilvys-famous-rolls-royce-advertisement.html [Accessed: 17 May 2013]. 3. [online] Available at: http://www.bradleygauthier.com/blog/david-ogilvy-headline-copywriting/ [Accessed: 17 May 2013]. 4. [online] Available at: http://www.grokdotcom.com/?p=4963 [Accessed: 18 May 2013]. 5. [online] Available at: http://www.ddb.com/culture/roots/ [Accessed: 15 May 2013]. 6. [online] Available at: http://Dobrow, Larry. (1984). When Advertising Tried Harder. The Sixties: The Golden Age of American Advertising. New York, NY: Friendly Press, Inc. [Accessed: 15 May 2013]. 7. Available at: http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html [Accessed: 17 May 2013]. 8. [online] Available at: http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136 [Accessed: 17 May 2013]. 9. [online] Available at: http://lifeincmyk.wordpress.com/2011/02/09/think-small-or-how-the-way-we-make-ads-was-changed-forever%E2%80%A6/ [Accessed: 15 May 2013].