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"Ogilvy is the creative force of modern advertising."—The New York Times
First collected by his devoted family and colleagues as a seventy-fifth birthday present, The Unpublished David Ogilvy collects a career's worth of public and private communications—memos, letters, speeches, notes, and interviews—from the "Father of Advertising" and founder of Ogilvy & Mather.
Still fizzing with energy and freshness more than twenty-five years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors, "because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print."
This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management, and creativity, presented in Ogilvy's trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule "it pays an agency to be imaginative and unorthodox."
David Ogilvy, CBE, (1911–1999) is often described as the "father of advertising." He founded New York agency Ogilvy & Mather in 1948, and his iconic campaigns include legendary adverts for Dove, Hathaway, Rolls Royce, and Guinness. Ogilvy's best-selling book Confessions of an Advertising Man is still one of the most popular books on advertising.
- Sales Rank: #180821 in Books
- Published on: 2014-05-13
- Original language: English
- Number of items: 1
- Dimensions: 8.25" h x 5.25" w x .75" l, .42 pounds
- Binding: Paperback
- 192 pages
Review
Praise for Confessions of an Advertising Man: 'Still fresh - full of pithy points about not only advertising but also business Evening Standard Ogilvy is the creative force of modern advertising New York Times Small wonder that his staff treasured his sayings and could turn up memos decades later. Of what other company chief could that be said? Yorkshire Post The Father of Advertising not only reveals much about his distinctive approach to his profession, but also offers a practical masterclass in clear English as a critical business tool. That it comes from a marketing man, a profession too often associated in the popular mind with obfuscation and misdirection, makes it all the more impressive. -- Marc Sidwell City AM The king of advertising dispenses sound sense -- Robert McCrum Observer
About the Author
David Ogilvy CBE is often described as the 'Father of Advertising'. Before founding New York agency Ogilvy & Mather in 1948, he pursued several career paths. His iconic campaigns include legendary adverts for Dove, Hathaway, Rolls Royce and Guinness. He died in 1999.
Most helpful customer reviews
9 of 9 people found the following review helpful.
Ogilvy Unfiltered
By Andrew Everett
This collection of David Ogilvy's memos, letters, speech excerpts, and other documents was compiled by an Ogilvy & Mather executive to commemorate the founder's 75th birthday. The writings span a 50-year period from 1935-1986. The cool thing about this book is that most of the contents were not written with the intent to be published, so it feels like a behind-the-scenes look at his management style as well as his thoughts on various subjects.
THE CREATIVE FUNCTION
"You cannot bore people into buying your product; you can only interest them in buying it... Unless your advertising contains a Big Idea it will pass like a ship in the night... Neither soundness nor brilliance is any good by itself; each requires the other... promise, positioning--and brilliant ideas."
"The greater the similarity between products, the less part reason plays in brand selection... We try to create sharply defined personalities for our brands. And stick to those personalities, year after year."
"Nobody in advertising matters more than the copywriter and the art director." On the importance of strong design: "What would you think if the space-buyer in your agency could buy 31 times as much circulation per dollar as other space-buyers... That is exactly the position you art directors are in."
WRITING
Ogilvy said "people who think well, write well." He recommended that all of his employees read Writing That Works; How to Communicate Effectively In Business by Roman and Raphaelson. He also urged his staff, "For Pete's sake write shorter memos. He hated "pseudo-academic jargon... like attitudinal, paradigms, demassification, reconceptualization, symbiotic linkage and so on. Pretentious bulls***."
From a speech given at Colby College, where he was a trustee: "I believe that one of the most useful things we can teach our students is to write lucid reports... and very few college graduates can... Knowledge is useless unless you know how to communicate it--in writing."
NEW BUSINESS
"We should never take an account unless at least one key man can approach it with enthusiasm."
FIRING CLIENTS
Ogilvy met with the CEO of an unnamed client. "I said I've come to resign your business. He asked why. I said because your Executive Vice President is a s***... He's treating your people atrociously and he's treating my people atrociously. Now what he does to your people--that's your business. But I'm not going to allow this man to go on demoralizing the people of Ogilvy &Mather." He also resigned the Rolls Royce account. "The last 600 cars you sent to the United States don't work. And I will no longer be a party to recommending that people buy them."
SHORT-TERM THINKING
Ogilvy was irritated by package goods manufacturers who spent more money on sales promotions than on advertising. "They are spending twice as much on price-cutting as on building brands... they are training consumers to buy on price instead of brand." He concluded that "the men who employ them are more interested in next quarter's earnings than in building their brands." This relates to his repulsion for "the jackasses on Wall Street."
COMPANY CULTURE
"In promoting people to top jobs, we are influenced as much by their character as anything else." Ogilvy preferred long-term employees over job hoppers. At the same time, he had no tolerance for nonperformers, and advised his managers on "separating the passengers without delay." A recurring theme is a happy work environment. "When people aren't having any fun, they seldom produce good work."
LEADERSHIP
"The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it--and companies seldom grow without innovation... But the American brand of democratic leadership doesn't work so well in Europe... That is one reason why it is usually wise for American corporations to appoint natives to lead their foreign subsidiaries."
Ogilvy observed that most corporate executives "are fine problem-solvers and decision-makers, but relatively few of them seem to be outstanding leaders. Some of them, far from inspiring their lieutenants, display a genius for castrating them... I do not believe that fear is a component in good leadership."
STRESS
"I was always scared sick--always a terrible worrywart when I was in my heyday at the agency... I should have been bursting with happiness and satisfaction with all that success. In fact, I was tortured with anxiety."
David Ogilvy wrote Confessions of an Advertising Man in 1963 and Ogilvy on Advertising in 1983. He died in 1999 at his home in Touffou, France.
14 of 15 people found the following review helpful.
DO it, the DO way
By SUBIR GHOSH
There are creative people in advertising who think and then create great campaigns. And then there is a rare breed of geniuses for whom creativity is not a professional onus; it's a way of life. David Ogilvy belongs to this breed. "The Unpublished David Ogilvy" proves this beyond doubt. Whether it's a one-liner memo or a long speech, there's always something immensely revolutionary, and immenesely simple, in DO's writings. Thanks a zillion, Joel.
2 of 2 people found the following review helpful.
Find out why his work is admired by so many
By RH
Big fan of david ogilvy and his company. I find all of his work fascinating including this one. If you want to think like an advertising giant, then give this book a shot. Highly recommend for smart and creative people.
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