The King of Madison Avenue David Ogilvy and the Making of Modern Advertising

by Roman, Kenneth

• ISBN13: 9780230100367
• ISBN10: 0230100368
• Edition: 1st
• Format: Paperback
• Copyright: 2010-06-08
• Publisher: St. Martin's Griffin

Summary

Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it from a disreputable business into a dynamic industry full of passionate, creative individuals. This biography is based on a wealth of material from the author's decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. This biography is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time-"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." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success-"DOVE creams your skin while you wash." Fifty years later, still on his original proposition that it doesn't dry your skin, Dove has become the largest selling cleansing brand in the world. Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

Author Biography

Kenneth Roman worked directly with David Ogilvy at Ogilvy & Mather for 26 years, rising from account executive to chairman and CEO. He is the coauthor of two business classics, How to Advertise and Writing That Works, both in third editions. He lives in New York City.

Table of Contents

Author's Note	p. xiii
Introduction: The King of Madison Avenue	p. 1
An Eccentric Celtic Mixture	p. 11
"I Failed Every Exam"	p. 23
The Making of a Salesman	p. 35
Who Was Mather?	p. 45
Lucre in America	p. 55
The Farmer and the Spy	p. 69
Big Ideas	p. 83
The Philosopher Kings	p. 113
The True Church	p. 131
The King in His Castle	p. 155
Megamergers and Megalomaniacs	p. 179
A Disease Called Entertainment	p. 199
The Burr of Singularity	p. 223
Afterword: (More) Unpublished David Ogilvy	p. 235
Bibliography and Source Notes	p. 249
Acknowledgments	p. 273
Index	p. 275
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