David Ogilvy – Ogilvy & Mather Worldwide ad agency
In 1948 he founded ad agency Hewitt, Ogilvy, Benson and Mather. Became the most famous copywriter in the world and the 10th biggest agency in the world.
‘ Advertising is not an art form, it’s a medium for information, a message for a single purpose: to see’
Ogilvy always said that he didn’t want people to find his advertisements creative he wanted people to find them so interesting that they had to go out and buy the product. Along with this its said that its not just about a advert being creative or witty just for the sake of it but its more important to build a trust with your audience and to increase sales.
Ogilvy strongly believed in in depth research to be able to create the best advertisements. Its important to know everything about the product/service and the audience before writing/creating a campaign. Creating the correct message for your audeicne to make sure they connect with it on a one to one basis.
7 Commandments In Advertisements
1- Your role is to sell (don’t let anything distract from that) explain briefly – what you sell, and how buying it will improve the readers lives.
2- Cleary define your positing – what and who for? Study the target audience, strong promotional campaign
3- Study the consumer in detail – market research and surveys. Who are you writing for? How the person thinks? What the person needs?
4-Think of the advertisements as a women, give as much information as possible. – respect you audience, supply with the correct information, don’t lie,
5-Talk in a langue they use everyday., as if a close friend. Write as if there is only one reader.
‘If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.’
6-Write great headlines. 8 out of 10 people only read the headline., a headline is getting the attention to make them read more. Know the product inside out to write the best headline.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.’
7-Highlight the product by making it the hero and Don’t sacrifice sales just to be creative
Examples of his best known adverts
Some of the most iconic campaigns that gave Ogilvy his name in the industry are;
- The man from schweppes is here
- The Rolls-Royce ad
- Pablo Casals is coming home
- Only dove is one quarter moisturising cream
- The man in the hallway shirt
The ad he created for Dove made it become the best selling soap in the united states and the brand still uses the same target market and message today.
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