. David Ogilvy (1911-1999) Ogilvy & Mather Worldwide, New York List No. 4 of 100 Go to the Next Person of the Century 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. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .