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The Advertising Century

David Ogilvy

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David Ogilvy
(1911-1999)
Ogilvy & Mather Worldwide, New York

A self-described "advertising classicist" influenced by Claude Hopkins, John Caples and Raymond Rubicam, Ogilvy emphasized fact-based, long copy to advance Albert Lasker's salesman-ship-in-print philosophy. Ogilvy's agency, opened in 1948, created clean, powerful ads marked by graceful, sensible copy and a palpable respect for the consumer's intelligence. His post-war creative bursts memorably served Hathaway shirts, Shell Oil, Sears, KLM, American Express, International Paper, IBM, Schweppes tonic, Rolls-Royce and Pepperidge Farm. Ogilvy pioneered a fee system, as opposed to commissions. During the "creative revolution" in 1961, the Copywriters Hall of Fame selected him as one of its first inductees.

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