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摘要
From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy
Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint.
The King of Madison Avenue 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."
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.
评论 (4)
出版社周刊评论
Roman, former chairman and CEO of Ogilvy & Mather, paints a fascinating portrait of one of advertising's most eccentric-and beloved-characters. Born in a small English town in 1911, David Ogilvy was an indifferent student, struggling through on scholarship at the best schools in Britain, eventually getting himself expelled from Oxford. He started out as a successful salesman for the Aga cooker and became swiftly obsessed with advertising. During his long and storied career at Mather & Crowther-later Ogilvy & Mather-the flamboyantly dressed original "Mad Man" crafted some of the most famous and most successful campaigns in history: he made Schweppes into one of the most popular brands in America and turned Marlboro from a traditionally feminine item (red-tipped to avoid showing lipstick) into an icon of masculinity-and the world's best-selling cigarette. Meanwhile, he married three women, wrote three books, did intelligence work for Churchill and established himself as one of New York's most well-known and entertaining figures. Roman brilliantly renders American culture in the heady days of the '60s through the eyes of an energetic transplant. Lively writing and an affectionate yet honest tone make this an astonishingly charming and informative biography. (Jan.) (c) Copyright PWxyz, LLC. All rights reserved
Choice 评论
Roman has written a candid biography of David Ogilvy, one of the legends in advertising. After a brief introduction, the author, who worked with Ogilvy for more than 25 years, traces Ogilvy's childhood in England, from his attendance at preparatory schools to Oxford University, from which he did not graduate. Over the next few years, Ogilvy was a chef in France, sold Aga Cookers in Scotland, and worked for his brother, Francis, who managed Mather & Crowther, an advertising agency in London. In the late 1930s, the agency sent Ogilvy to the US, where he studied advertising. In the late 1940s, with support from Mather & Crowther and S. H. Benson, Ogilvy opened a small agency in New York. In anecdotal fashion, Roman discusses Ogilvy's business acumen, creativity, and successes, recounting some of his most notable advertising campaigns and strategies. Ogilvy retired as chair of the firm in 1973 and lived in his chateau in France. However, he remained active in the company until it was purchased years later by WPP. He died in 1999. It is easy to discern that Roman has a fondness for his subject, but this does not prevent him from presenting all aspects of Ogilvy's character. Summing Up: Recommended. Advertising collections at all levels. E. Applegate Middle Tennessee State University
Kirkus评论
The former chairman and CEO of Ogilvy Mather offers a portrait of the ad agency's legendary founder. Roman begins with expatriate Brit David Ogilvy, nearly 40, quietly opening his first Manhattan office on Madison Avenue in 1948 after short stints as a chef, a poll researcher for Gallup and an Amish country farmer. A business novice with negligible advertising experience, known to don a "full-length flowing black cape with a scarlet lining" that made him look "like Heathcliff coming off the moors," Ogilvy took the advertising industry by storm in just ten years. He started small then advanced quickly with an unmatched portfolio of campaigns for high-profile companies like Schweppes, Dove, Tetley Tea, Pepperidge Farm and Rolls-Royce. Culled from memories of his 26-year stint working alongside Ogilvy, plus nearly 200 interviews with business contemporaries and close acquaintances, Roman reveals how the ad man earned his peers' supreme respect with his interrogative, disarming presence, yet retained an outspoken shrewdness. The author does note, however, that while Ogilvy achieved many public accolades throughout his professional career, his personal life was troublesome. His first two marriages ended in divorce, and he never fulfilled his desire for a large family. His not-terribly-happy childhood was scanted in his 1978 autobiography Blood, Brains and Beer; Roman fills in the blanks here. Plagued with chronic asthma, he had "a distinctly original mind" that did not jibe with his teachers at an oppressive British boarding school or at Oxford. His grades suffered, and he struggled with low self-esteem. Psychotherapy in middle age revitalized and overstimulated his suppressed ego; he could be, the author notes, "self-centered and inconsiderate." Ogilvy retired to a palatial French chateau in 1973 and died in the summer of 1999, leaving behind an unrivaled advertising legacy. An afterword containing unpublished correspondence and a generous selection of photographs draws readers further into his world. Straightforward, well-crafted biography of the outsider who shaped American advertising. Copyright Kirkus Reviews, used with permission.
《图书馆杂志》(Library Journal )书评
Roman (coauthor, How To Advertise) worked directly with David Ogilvy, a legend in the world of advertising, as CEO and chair of Ogilvy & Mather (O&M) and had his professional coming-of-age at the firm after Ogilvy had become a celebrity. His book doesn't break any new ground, but it provides context for O&M's success, which is largely based on the ability to sell by using smart ideas that appeal to buyers. Roman mourns the passing of the golden age of advertising, and his book may appeal to others who see a new era in which advertising agencies do not play the role they once did; today, marketing dollars are being invested in online advertising and direct response. Ogilvy's books about his approach, the most famous of which is Confessions of an Advertising Man, offer timeless insights about benefits to buyers. Mark Tungate's 2007 Adland is one of the most comprehensive books on the history of advertising. Given the number of books on the topic, Roman's is recommended only for libraries with large collections on advertising.-Stephen Turner, Turner Devaughan, Abington, PA (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.