If you’re interested in perhaps the most influential advertising man ever – which you surely should be – read The King of Madison Avenue, by Ken Roman.
Few people knew David Ogilvy better than Ken, a former CEO of the Ogilvy Group who worked with him for 26 years, and spent several more researching this book, which you can get from Amazon.
You cannot divorce the nature of a man from his achievements. Anyone interested in what made Ogilvy tick – his oddities (quite a few), his failures, his weaknesses, his strengths, his worries, his ambitions, his likes, his hates – will find them here. (He once said to me, by the way, “I may not be a good lover, but I’m a damn good hater.”)
I devoured half the book at a sitting. Besides being well-written it tells me all the things I wanted to know that David’s autobiography – Blood, Brains and Beer – didn’t. That curiously impersonal book disappointed many people, because it dished absolutely no dirt whatsoever.
Why his own book failed
David said he knew it would never do well because “when you write about advertising you’re competing with midgets. When you write an autobiography you’re competing with giants.” The truth is, though, that you want an autobiography to tell you about the face behind the mask, warts and all. That one didn’t; the new one does.
For me, who only knew him in the twilight of his career, the book was full of interest. I always wanted to know about David and women. (The way he left his first wife was extraordinarily unkind – and crazy). I wanted to know what exactly he did in the secret service during the war – and indeed why he never fought. I wanted to know the exact relationship he had with his brilliant elder brother, Francis. I wanted to know whether he worried as much as I do.
Claude Hopkins and John Caples may have made more impact on the nature of advertising and direct marketing. Albert Lasker made far more money. Many think Bill Bernbach’s agency was more “creative”. But nobody – to my mind – had such an influence on so many people.
By no means original
This is even though many of his ideas were not at all original – though he certainly was one of a kind, believe me.
The headline of his most famous advertisement, for Rolls Royce, was almost identical to one run many years earlier by another car maker, Pierce-Arrow. Other people talked about the brand and its image before him. Others – going back to the 19th century – pointed out that advertising should be about selling, not showing off. And still yet others trumpeted the importance of research.
But nobody took these thoughts and theories, reflected on them, elaborated on them, explained them and proposed them so memorably, persuasively, and with such style.
I only ever met two geniuses. Charlie Chaplin was one. David Ogilvy was the other.
Chaplin I literally just met, very briefly, when I was doing publicity for a film. A small man with bright eyes, buried in a navy blue overcoat and a big white scarf, accompanied by a beautiful wife.
But I worked with David Ogilvy for quite a few years towards the end of his career. Indeed, Ken’s research was so diligent he sat me down for an hour in a pub in Mayfair and asked for my reminiscences. Others knew David better, but I got to know him quite well and had some good times with him. This book brought him back to life for me. But it also tells you a great deal about the development of advertising, how to build a successful business –and what bloody hard work it is.
Read it. You can get a good deal on Amazon.co.uk, through it’s not yet in stock. If you buy it with Ogilvy on Advertising at Amazon.com you get a healthy discount. And if you haven’t read that, you should be ashamed of yourself.
Oh, and just in case you’re wondering, no: I am not an Amazon affiliate or even a Ken Roman affiliate; I am a financial nincompoop (nice word, eh?)
Have, read and refer to Ogilvy on Advertising, if not quiet everyday, its there lurking in the background each and every day.
It explodes myths like ‘nobody will read long copy’ or gems like, ‘when you advertise fire-extinguishers, open with the fire’ and when hiring new employees ‘hire people who are better than you are’.
He covers almost every form of media from press, magazine, tv, radio to direct mail and if the internet had been then what it is now no doubt he would have included that.
As far as tv advertising goes he says ‘You only have 30 seconds’ so open with the fire. That is down to about 7 seconds on a first visit to a website so opening with a fire is even more important in grabbing attention.
So his emphasis on attention grabbing headlines and visual impact is even more important in making that first impression.
And one that always sticks in my mind is every photograph should have a caption as four times as many people read the captions as read the body copy.
And how would he know that? By research, analysis and testing, the other essential element he champions. It is still as important as it was then and perhaps even more so online today.
There’s only one really disappointing thing about already having Ogilvy on Advertising; won’t be able to take advantage of that health discount on Amazon!
I agree with Rob, I have Ogilvy On Advertising on my desk to remind me of the basics of what it takes to make a profit in nearly any business.
While others have said much the same thing, no one that I am aware of quite put it all together the way Ogilvy did.
One of my favorite quotes of his is when talking about if the consumer will recognize and buy a superior product even though it may cost more “The consumer is not a moron, she is your wife.” It captures the disconnect that many people have with their customers quite eloquently.
I look forward to reading the new book and thanks for letting me know about it.
So glad I stumbled upon your blog. Looking forward to catching up on your older posts.
Cheers,
Andrew Anderson
Interesting.
Having spent 4 years at Ogilvy NY where the spirit of David lives strong a warts and all view would make for fascinating reading.
BTW, love your Blog name!
Am just halfway through Roman’s book now, and I think it is wonderful. Not only does it unfold an enticing tale, in so doing, it reiterates some of The Master’s most sage advertising advice.
I read Confessions of an Advertising man a good 35 years ago — and it has been my constant companion ever since. I have relied upon its guidance both in private industry (making infomercials) and in politics (getting conservatives elected to office).
Mr. Ogilvy was, indeed, The Master. And Mr. Roman reminds us as to why.
How come Ken presented it to you, Syed? I have an hour long video interview with him that I'll be putting up eventually
I met him through his website and started explaining how much I love Ogilvy and Mather and whatever I knew about David Ogilvy and how I would like to work there and how I read “Confessions of an Advertising Man” and “Ogilvy on Advertising”. Then we started talking about his book and I was highly interested in it. He was nice enough to gift it to me. I can't wait to see to see the video. Please keep in touch Drayton.