David Ogilvy famously said, “We sell. Or else.”
These words sound simple, but are deeply meaningful to us.
For over 60 years, Ogilvy & Mather has helped to build some of the most valuable brands in the world. David Mackenzie Ogilvy CBE was widely hailed as “The Father of Advertising”. Time Magazine called him “the most sought-after wizard in today’s advertising industry”. He founded Ogilvy & Mather. David believed that the sole function of advertising is to sell. That too is our view.
Ogilvy & Mather was built on David Ogilvy’s principles; in particular, that the function of advertising is to sell and that successful advertising for any product is based on information about its consumer. He disliked advertisements that had loud patronizing voices, and believed a customer should be treated as intelligent. He coined the phrase, “The customer is not a moron, she’s your wife” based on these values.
His entry into the company of giants started with several iconic advertising campaigns: former First Lady, Eleanor Roosevelt, did a commercial for Good Luck Margarine. In his autobiography, ‘Ogilvy On Advertising’, David Ogilvy considered it a mistake to persuade her to do the advertisment – not because it was undignified, but because he grew to realise that putting celebrities in advertising is often a mistake.
“The man in the Hathaway shirt” with his aristocratic eye patch which used George Wrangel as model; “The man from Schweppes is here” introduced Commander Edward Whitehead, the elegant bearded Brit, bringing Schweppes and “Schweppervescence”)to the U.S.; a famous headline in the automobile business, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”; “Pablo Casals is coming home – to Puerto Rico”, a campaign which Ogilvy said helped change the image of a country, and was his proudest achievement.
One of his greatest successes was:
“Only Dove is one-quarter moisturizing cream“.
This campaign helped Dove become the world’s top selling soap.
Ogilvy believed that the best way to get new clients was to do notable work for his existing clients. Success in his early campaigns helped Ogilvy get clients such as Rolls-Royce, Unilever, Intel, GE, LG Electronics, GSK, Kraft, Cisco, IBM, American Express, Motorola and Ford, amongst others. Ogilvy Malta are proud to work in this exceptional Ogilvy advertising tradition.
Ogilvy’s advertising philosophy followed these four basic principles:
1. Creative brilliance: a strong emphasis on the “BIG IDEA”.
2. Research: never underestimate its importance in advertising.
3. Actual results for clients: “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”
4. Professional discipline: “I prefer the discipline of knowledge to the anarchy of ignorance.”
Get the Ogilvy advertising principles working for you. Call Ogilvy now on (+356) 9968 5191 or (+356) 9920 7677 to put the power of Ogilvy behind your advertising.