By Mark Tungate
Let's face it: advertisements is a kind of industries that make you itch to tug again the curtain and have a look backstage. Adland does simply that. It takes an international view of the advance of ads, and utilizing first-hand money owed from key figures it takes a troublesome investigate the way forward for advertisements as well.
The publication contains fresh interviews with some of the key avid gamers who formed the realm of advertisements from the Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO inventive legend; John Hegarty, Chairman and world wide artistic Director, BBH; Maurice Levy, President, Publicis workforce; George Lois, Madison road paintings director; Washington Olivetto, South America's most renowned adman; Sir Alan Parker, movie director, who talks approximately his early occupation in advertisements within the Nineteen Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB around the world; Kevin Roberts, CEO around the world, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.
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Additional info for Adland: A Global History of Advertising (1st Edition)
I guess the real fundamental reason was a rather personal one,’ he told Viewpoint. ‘I liked Ogilvy & Mather. I thought it was in the process of becoming the best damn agency in the history of the world. ’ When WPP ﬁnally acquired the agency in 1989, Ogilvy took it as a personal affront. Yet he calmed down enough to accept the post of non-executive chairman, still unable to let go. He died in 1999, an advertising legend who began his career when he was almost 40. THE SCIENCE OF SELLING In the process of establishing his agency, Ogilvy often spoke of the need to ‘reform’ advertising, well aware that people were as repelled by 46 Adland the business as they were fascinated by it.
As he later recalled in the interview with Viewpoint, Ogilvy knew how to brand himself. ‘I had a terriﬁc advantage when I started an agency in New York. I had a British accent. With so many agencies, so much competition, I’d got a gimmick – my English accent, which helped to differentiate me from the ordinary. There are 42 Adland an awful lot of English over there in advertising now, but in those days there were only about two of us. ’ Of course, two of the campaigns that made Ogilvy famous were based on exactly this kind of ‘branding by personality’.
Madison Avenue Aristocracy 43 Ogilvy repeated the process for Schweppes tonic water, this time recruiting the company’s luxuriantly bearded advertising manager, Commander Edward Whitehead, as the star of the campaign. This nautical-looking ﬁgure captured the imagination of the public exactly as the man in the Hathaway shirt had done, with a commensurate rise in sales. But image was not the only key to a successful ad. Ogilvy was also a crack copywriter, often working until the early hours of the morning to polish the perfect pitch.
Adland: A Global History of Advertising (1st Edition) by Mark Tungate