#306 David Ogilvy (Confessions of an Advertising Man)

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Jun 5, 2023

Dive into the world of advertising with insights from a legendary figure who challenges industry norms. Discover how strong corporate cultures and knowledge drive success. Explore the power of a single impactful idea over cluttered messaging. Learn about the art of hiring smart talent and maintaining excellence in advertising. Plus, hear about the historical context that shapes effective marketing strategies today. It’s all about creativity, bold initiatives, and staying true to your brand's identity!

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ANECDOTE

Ogilvy's Lawsuit

David Ogilvy asked his lawyer to sue Fortune magazine.
They questioned his genius in an article title.

INSIGHT

Company Culture

Strong company cultures are crucial for success, according to David Ogilvy.
Ogilvy & Mather was recognized for having a distinct corporate culture.

ADVICE

Ogilvy's Maxims

Focus on selling and interesting your customers, not boring them.
Hire intelligent people, respect consumer intelligence, and prioritize big ideas.

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Confessions of an Advertising Man

David Ogilvy

First published in 1963, this book revolutionized the world of advertising and became a bible for the 1960s ad generation. It covers topics such as how to manage an advertising agency, acquire and retain clients, build great campaigns, write potent copy, and navigate office politics. The book is filled with Ogilvy's pioneering ideas, inspirational philosophy, and practical advice, making it an essential blueprint for good practice in business.

Scientific advertising

Claude Hopkins

Written in 1923, 'Scientific Advertising' by Claude C. Hopkins is a seminal work in the advertising industry. The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking. Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness. He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience. The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today[2][4][5].

Ogilvy on Advertising

David Ogilvy

This book provides comprehensive insights into the world of advertising, covering topics such as how to get a job in advertising, how to choose an agency for your product, the secrets behind effective advertising, how to write successful copy, and the role of research in advertising. Written with brutal candor and generosity, Ogilvy shares his extensive knowledge and experience in the industry, making it a valuable resource for both professionals and those interested in advertising.

The Man Who Sold America

The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century

Arthur W. Schultz

Jeffrey L. Cruikshank

This book tells the story of Albert D. Lasker, a pivotal figure in shaping modern advertising through innovative techniques like 'reason-why' advertising. Lasker's influence extended beyond advertising into politics, sports, and social services, leaving a lasting legacy on the 20th century. Despite his achievements, Lasker faced personal struggles with mental health throughout his life.

Samuel Bronfman

The Life and Times of Seagram's Mr. Sam

Michael R. Marrus

This biography explores the life and career of Samuel Bronfman, who rose from humble beginnings to establish the Seagram whiskey empire. It delves into his strategic business acumen and the challenges he faced, including navigating the complexities of Prohibition-era laws. The book provides a detailed account of Bronfman's journey and his lasting impact on the liquor industry.

The Mind of Napoleon: A Selection of His Written and Spoken Words

Napoleon

J. Christopher Herold

This book is a collection of quotes, letters, and other writings from Napoleon Bonaparte, arranged topically to reveal his views on a wide range of subjects. It provides a unique perspective on Napoleon's mind, showcasing his thoughts on politics, war, human nature, and more. The compilation highlights his strategic thinking, philosophical insights, and personal reflections, making it a valuable resource for understanding one of history's most enigmatic leaders[1][4][5].

My Life in Advertising

Claude Hopkins

In 'My Life in Advertising,' Claude C. Hopkins shares his extensive experience and insights gained from over three decades in the advertising industry. The book is a blend of autobiography and practical guide, offering timeless principles on effective advertising. Hopkins emphasizes the importance of understanding the consumer, using specific and definite claims, and testing advertising strategies. He also discusses his methods for creating successful ad campaigns, including the use of free samples, the appeal of personalities over corporations, and the necessity of focusing on the consumer's needs rather than the advertiser's pride in their products. Despite being written in 1927, the book's principles remain relevant today, making it a valuable resource for anyone in the advertising and marketing fields.

Against the Odds: An Autobiography

Sir James Dyson

This book details Dyson's journey from his early life to the development of his revolutionary bagless vacuum cleaner. It includes his struggles, legal battles, and eventual success after finding support in Japan. The book also critiques various aspects of the British education system and industry.

What I learned from reading Confessions of an Advertising Man by David Ogilvy.

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(4:15) When Fortune published an article about me and titled it: "Is David Ogilvy a Genius?," I asked my lawyer to sue the editor for the question mark.

(4:45) The people who built the companies for which America is famous, all worked obsessively to create strong cultures within their organizations. Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network, have an edge

(5:30) We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles. A blind pig can sometimes find truffles, but it helps to know that they grow in oak forests.

(5:48) We hire gentlemen with brains.

(6:16) Only First Class business, and that in a First Class way.

(6:25) Search all the parks in all your cities; you'll find no statues of committees.

(9:45) Buy Ogilvy on Advertising

(10:45) One decent editorial counts for a thousand advertisements. + You simply cannot mix your messages when selling something new. A consumer can barely handle one great new idea, let alone two, or even several. — Against the Odds: An Autobiography by James Dyson (Founders #300)

(15:22) It was inspiring to work for a supreme master. M. Pitard did not tolerate incompetence. He knew that it is demoralising for professionals to work alongside incompetent amateurs.

(16:66) You have to be ruthless if you want to build a team of A players. It's too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can't indulge B players.

(18:12) In the best companies, promises are always kept, whatever it may cost in agony and overtime.

(18:33) I have come to the conclusion that the top man has one principal responsibility: to provide an atmosphere in which creative mavericks can do useful work.

(19:38) I admire people who work hard, who bite the bullet.

(19:58) I admire people with first class brains.

(20:23) I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."

(20:50) I admire self-confident professionals, the craftsmen who do their jobs with superlative excellence.

(21:40) The best way to keep the peace is to be candid.

(23:18) That’s been the most important lesson I’ve learned in business: that the dynamic range of people dramatically exceeds things you encounter in the rest of our normal lives—and to try to find those really great people who really love what they do. — Make Something Wonderful: Steve Jobs in his own words. (Founders #299)

(24:39) The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz. (Founders #206)

(25:09) Claude Hopkins episodes:

My Life in Advertising by Claude Hopkins. (Founders #170)

Scientific Advertising by Claude Hopkins. (Founders #207)

(25:47) Talent is most likely to be found among nonconformists, dissenters, and rebels.

(26:49) The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

(28:21) This podcast studies formidable individuals.

(31:40) Samuel Bronfman: The Life and Times of Seagram’s Mr. Sam by Michael R. Marrus. (Founders #116)

(37:47) I doubt whether there is a single agency (or company) of any consequence which is not the lengthened shadow of one man.

(39:51) Don't bunt. Aim out of the park. Aim for the company of immortals.

(40:13) Most big corporations behave as if profit were not a function of time.

When Jerry Lambert scored his first breakthrough with Listerine, he speeded up the whole process of marketing by dividing time into months. Instead of locking himself into annual plans, Lambert reviewed his advertising and his profits every month.

The result was that he made $25,000,000 in eight years, where it takes most people twelve times as long. In Jerry Lambert's day, the Lambert Pharmaceutical Company lived by the month, instead of by the year.

(41:30) The Mind of Napoleon: A Selection of His Written and Spoken Words edited by J. Christopher Herold. (Founders #302)

(41:36) I am an inveterate brain picker, and the most rewarding brains I have picked are the brains of my predecessors and my competitors.

(43:27) We make advertisements that people want to read. You can't save souls in an empty church.

(44:05) You aren't advertising to a standing army; you are advertising to a moving parade.

(45:13) The headline is the most important element in advertisements.

(47:47) Runnin' Down a Dream: How to Succeed and Thrive in a Career You Love by Bill Gurley

(48:15) Set yourself to becoming the best-informed man in the agency on the account to which you are assigned.

If, for example, it is a gasoline account, read text books on the chemistry, geology and distribution of petroleum products. Read all the trade journals in the field. Read all the research reports and marketing plans that your agency has ever written on the product. Spend Saturday mornings in service stations, pumping gasoline and talking to motorists. Visit your client's refineries and research laboratories. Study the advertising of his competitors. At the end of your second year, you will know more about gasoline than your boss.

Most of the young men in agencies are too lazy to do this kind of homework. They remain permanently superficial.

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