About David Ogilvy
Ogilvy & Mather Japan, a leading company in the group, opened its doors for business in 1995.
Our success since then comes through combining world-class brand thinking and creativity with a full-range of marketing communications.
David Ogilvy was one of the first great thinkers on developing brands and coined the term “brand image” almost over 50 years ago.
The concept of “BRAND” was created by his business style.
Today “Brand Strategy” is an essential element of “marketing strategy”.
He, who was well-known as an advertising giant, left many insightful quotations for us. One of them is
We Sell, or else.
This word expresses his attitude toward advertisement. He clearly claimed that what an advertising man should do is not to produce a series of beautiful works but to make a profit for client. He proved what he said through his works and won trust of clients
He was new not only in the way that he branded himself. He was also a “reformer” of the advertising business. Up until that time, advertising in the United States adopted a “hard-sell” approach. Advertisers relentlessly communicated their selling points to consumers and that was the mainstream approach. David, who started out as a copywriter, focused on the tone, manner, color, copy, and, more than anything, on ideas. When advertising embraced the “soft-sell” approach, which focused on creativity, advertising took one important step forward. This is why David is referred to as the “Father of Advertising.”
David was competent as a top management and left many insightful quotations as following.
- - I admire people who work hard, who bite the bullet.
- - I admire people who work with gusto.
- - I admire self-confident professionals, the craftsmen who do their jobs with superlative excellence.
- - I despise toadies who suck up to their bosses; they are generally the same people who bully their subordinates.
- - I admire people who build up their subordinates.
- - I admire people with gentle manners who treat other people as human beings.
He prioritized personality and asked his people to win the trust of clients, keep promises and achieve results. He also did them himself.
In 1983, he retired from his position as chairman and moved to Touffou, France, where he was still actively involved in the business. He passed away on July 21, 1999.
BBC 『DAVID OGILVY：ORIGINAL MAD MAN』
Books by David Ogilvy
“Confessions of an Advertising Man”
This book reveals the secrets of his philosophy. How he lived as an advertising man and demonstrates the creative advertising he became renoune for. It has been translated and published in 14 countries. More than one million books have been printed.
“The Unpublished David Ogilvy”
He became an outstanding business leader, through his unique work, experiences, brilliance,sence of humor, and belief in questioning authority. He is one of the most famous advertising men in the world. This book is a selection of 96 pieces of his word, including letters, private memos and lectures spanning more than 50years.