David Ogilvy's autobiography, 'Blood, Brains and Beer,' offers a fascinating look into his life, from his early days as a chef in Paris to his rise as a leading figure in advertising. The book is a self-portrait of a creative genius who transformed the advertising world with his innovative approaches and meticulous research methods.
In this book, Ken Auletta explores the life and career of David Ogilvy, often referred to as the 'King of Madison Avenue.' Ogilvy was a pioneering figure in advertising who founded Ogilvy & Mather and is credited with revolutionizing the industry through his innovative approaches and emphasis on research-based advertising. The book delves into Ogilvy's early life, his rise to prominence, and his significant contributions to the field of advertising, providing a detailed and insightful look at the man and his impact on modern advertising.
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.
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].
This book is a rich, panoramic story of four generations of the Morgan family and their secretive firms that transformed the modern financial world. It traces the trajectory of J.P. Morgan’s empire from its obscure beginnings in Victorian London to the financial crisis of 1987. Chernow explores the family’s private saga, their involvement in major infrastructure projects, their influence on foreign policy, and their relationships with prominent figures like Charles Lindbergh, Henry Ford, Franklin Roosevelt, Nancy Astor, and Winston Churchill. The book is a masterpiece of financial history, awarded the 1990 National Book Award for Nonfiction and selected by the Modern Library as one of the 100 Best Nonfiction Books of the Twentieth Century.
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 Road is set in a world that has been devastated by an unspecified cataclysmic event, resulting in the extinction of nearly all life on Earth. The story follows an unnamed father and his young son as they travel south along the road, carrying their meager possessions and a pistol with only two bullets. The father, suffering from a worsening respiratory condition, is determined to protect his son from the dangers of their new world, including cannibalistic marauders. Along their journey, they encounter various survivors, some of whom are cruel and others who show kindness. The novel explores themes of love, survival, and the preservation of humanity in a world devoid of hope. Ultimately, the father's health fails, and he dies, but not before ensuring his son's safety with a new family who may offer a chance for a better future[2][3][4].
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.
This book, first published in 1932, remains highly relevant today. It outlines John Caples' three-step approach to creativity and testing in advertising: capturing attention, maintaining interest, and moving the prospect to favorable action. Caples stresses the importance of testing every aspect of advertising, including copy, media, position, and season. He also provides insights into writing effective headlines and the need to appeal to people's self-interest. The book has been updated in later editions to include new coverage on small businesses and non-profit advertising[2][3][5].
This book provides insights into Bill Walsh's philosophy of leadership, gleaned from his successful career as the head coach and general manager of the San Francisco 49ers. Walsh stresses the importance of creating a strong culture, setting high standards, and thorough preparation. He advocates for leaders to focus on the process rather than the outcome, emphasizing that 'the score takes care of itself' when the right principles are applied. The book also touches on Walsh's personal struggles and the toll of relentless pressure, highlighting the importance of maintaining a balance between work and personal life. It offers practical advice on leadership, applicable not only in sports but also in business and other fields[1][2][4].
Blood Meridian is a historical novel that depicts the brutal reality of the American West in the mid-19th century. The story follows a 14-year-old runaway from Tennessee, known as 'the kid', who joins the Glanton gang, a historical group of scalp hunters. The gang, led by John Joel Glanton and the enigmatic Judge Holden, is contracted to kill and scalp Native Americans but soon devolves into indiscriminate violence against various groups. The novel explores themes of brutality, the loss of innocence, and the harsh realities of human nature, with Judge Holden serving as a central figure embodying philosophical and sadistic elements. The book is known for its unflinching portrayal of violence and its allegorical exploration of human existence[2][3][5].
This book is a compilation of David Ogilvy's writings and communications over a 50-year period, from 1935 to 1986. It was first collected by his family and colleagues as a gift for his seventy-fifth birthday. The book includes notes, memos, letters, speeches, and interviews that provide a behind-the-scenes look at Ogilvy's management style, thoughts on advertising, and his approach to creativity and salesmanship. It emphasizes the importance of clear communication, hard work, and imaginative thinking in advertising and business. The book also reflects Ogilvy's evolution in his views on advertising, from focusing on immediate profits to building long-term brand images.
Rosser Reeves' "Reality in Advertising" is a classic text that emphasizes the importance of a strong unique selling proposition (USP) in advertising. Reeves argues that advertising should focus on a single, clear message that differentiates the product from its competitors. He advocates for a direct and persuasive approach, emphasizing the benefits and value proposition of the product. The book is a valuable resource for anyone interested in advertising, marketing, or sales. Reeves' emphasis on clear messaging and a strong USP remains highly relevant today. His principles provide a solid foundation for effective advertising strategies.
The Hour of Fate explores the pivotal clash between Theodore Roosevelt and J.P. Morgan, focusing on the Northern Securities case and the anthracite coal strike of 1902. These events marked significant milestones in the battle to regulate big business and establish labor rights in America. The book provides a nuanced portrayal of both men, highlighting their contrasting views on capitalism and government oversight.
Raymond Rubicam was a key figure in the advertising industry, known for co-founding Young & Rubicam and his influential work in advertising. However, no specific book titled 'Raymond Rubicam' by him could be found.
This book provides a comparative analysis of the legal and human rights issues surrounding detainees in South Africa and Israel, focusing on security, terrorism, and torture. It explores the legal frameworks and practices in both countries, highlighting similarities and differences in how detainees are treated.
What I learned from reading The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising by Kenneth Roman.
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One characteristic of geniuses, said Einstein, is they are passionately curious. Ogilvy’s great secret was an inquiring mind.In conversation, he never pontificated; he interrogated.
There were piles of books all over his house, most about successful leaders in business and government. He was interested in how they used their leadership. How they made their money. He was interested in people — people who had accomplished remarkable things.
Reading Ogilvy’s short autobiography is like having dinner with a charming raconteur.
His Scottish grandfather is portrayed as cold — hearted, formidable, and successful — and his hero.
When you write a book about advertising, you’re competing with midgets. When you write an autobiography, you’re competing with giants.
He took the occasion to remind everyone that he was not a big shot at school. I wasn’t a scholar. I detested the philistines who ruled the roost. I was an irreconcilable rebel — a misfit. In short, I was a dud. Fellow duds, take heart! There is no correlation between success at school and success in life.
If you can’t advertise yourself, what hope do you have of being able to advertise anything else?
Although he entered advertising to make money, Ogilvy had become interested — obsessively interested — in the business itself. He said he had read every book that had been written on the subject, and, as a young man, had reason to believe he would be good at it and would enjoy it. Since American advertising was years ahead of advertising anywhere else, he decided to study the trade where it was done best.
Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times (Scientific Advertising by Claude Hopkins). Every time I see a bad advertisement, I say to myself, “The man who wrote this copy has never read Claude Hopkins.”
In print, it should lead with a headline that offers a consumer benefit. Often it should rely on long text packed with facts. “The more you tell, the more you sell,” as he would later preach.
David also learned something about writing from his time in the intelligence service. Stephenson was a master of the terse note. Memos to him were returned swiftly to the sender with one of three words written at the top of the page: YES, NO, or SPEAK, meaning to come see him.
Here Ogilvy describes himself as of the day he started the agency: “He is 38 and unemployed. He dropped out of college. He has been a cook, a salesman and a diplomat. He knows nothing about marketing and has never written any copy. He professes to be interested in advertising as a career and is ready to go to work for $5,000 a year. I doubt if any American agency will hire him.
Like De Gaulle, he felt that praise should be a rare commodity lest you devalue the currency.
He had a near psychopathic hatred of laziness in all its forms. He was the least lazy person I have ever encountered. His advertising philosophy was shot through with intolerance of sloth. Lazy people accept mediocrity, which he hated.
You cannot bore people into buying. Committees can criticize advertisements, but they cannot create them. Compromise has no place in advertising. Whatever you do, go the whole hog. You can’t save souls in an empty church.
American Express built its business in part with an effective direct mail letter that started: “Quite frankly, the American Express Card is not for everyone.”
I am a lousy copywriter. But a good editor.
My crusade is in favor of advertising which sells. My war cry is: “We Sell. Or Else.” This has been my philosophy for 50 years, and I have never wavered from it, no matter what the temptations have been.
Be happy while you’re living, for you’re a long time dead.
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