Adland: Resumen de la historia de la publicidad y agencias influyentes

Adland - Resumen

Marketing: historical and cultural perspectives (Universidad de Navarra) Escanea para abrir en Studocu Studocu no está patrocinado ni avalado por ningún colegio o universidad.

Descargado por Mariafe lopez (mnoriegalor@alumni.unav.es)Adland

Chapter 3 - Madison Avenue Aristocracy

Madison Avenue

• Had been the unofficial home of the advertising business since before the war, but in the past few years, an unprecedented building boom had turned it into a glistening canyon of communications firms.
• It symbolized the US advertising industry
• Named after a president of the United States

David Ogilvy

• He was born in 1911 in West Horsley, England
• Early life and Education o Fettes College in Edinburgh, a school renowned for its spartan disciplines o Christ Church in Oxford, in which he was expelled o Lack of concentration generated by two serious operations in his head o "The great failure of my life" helped to shape his paradoxical personality: that of the scholarly entrepreneur; the daydreaming pragmatist
• Jobs o Kitchen in the Hotel Majestic (Paris, France) = Apply the same kind of leadership (white-hot morale) that he learned from the head chef, Monsieur Pitard, in his advertising agency. · "No creative organization will produce a great body of work unless it is led by a formidable individual" o Selling Aga cooking stoves (London, England) = He worked pitching the stoves to French chefs and in the process wrote a sales manual that would be greatly recognized 30 years later. · "Advertising is no more or less than a sophisticated form of selling" o Mather & Crowther agency (London, England) = His brother Francis showed the sales manual to his bosses, that immediately hired David as an account executive. Later, he convinced the agency on sending him to New York to study American advertising techniques. o Working for the researcher George Gallup = Traveled across the United States, researching the life of American citizens ad as history scholar. This document is available on studocu Descargado por Mariafe lopez (mnoriegalor@alumni.unav.es)o Military intelligence service = During the second world war. o Farmer on an Amish farm (Pennsylvania, United States) = After the war, he decided to buy a farm and plant Tobacco, which did not work. · Building his own agency (1948) o At 38 years old he decided to go back to England and build his own advertising agency o Finding Investment = Francis was the managing director of the Mather & Crowther agency and agreed on lending him money and name. David also convinced the agency, SH Benson, to invest. Hewitt, Ogilvy, Benson & Mather agency = While building the partnership his partners thought that the agency needed someone more experienced with an American view. In that sense, Anderson Hewitt was named president, and David Ogilvy was the vice president in charge of research. · Becoming famous o After four years Anderson Hewitt left and it became the Ogilvy, Benson & Mather agency. o The man in the Hathaway shirt " He was hired by a small Maine-based clothing firm to create a national advertising campaign for a line of mid-priced shirts. He had a small budget and was determined to make the company famous. Hathaway improves the drip-dry shirt-16.95 in Indin Ivory " Recruited the model George Wrangell and Hathaway imports Sea Island cotton shirting accessorized him with an eye patch. The idea was first rejected for being too unorthodox, but later, on the shooting, it worked. " He recreated a series of random situations with the same character . David Ogilvy called that "Story appeal". The rakish eye patch was unusual and caught readers' attention. . The ads ran only in the New York magazine. It was a cost-effective and strategically sound approach to buying advertising space. " After four years the camping was so familiar that it didn't even need the name of the company for the people to understand its origin. o Schweppes tonic water David recruited the company's advertising manager, Edward Whitehead as the star of the campaign. . He repeated the same process that he did with the eye patch campaign · Ogilvy's last years o in 1989 WPP bought the agency = David took it as a personal affront, but later accepted it as he was named the non-executive chairman

2 Descargado por Mariafe lopez (mnoriegalor@alumni.unav.es)o David Ogilvy died in 1999, as a legend who began his career at 39 years old.

Personality, traits, and values in advertising

• Copywriting o Believed in the combination of a good image and a simple and catchy copy o "Despite his air of breeding and sophistication, David never used complicated words when simple ones would do."
• Understanding the company o When David won an account, he believed in learning everything he could about the company - Like Claude Hopkins, he believed that this was the best route to sales insights
• Dedication o David was often working until the early hours of the morning to polish the perfect pitch o He produced 26 different headlines for the first advertisement of the Rolls Account, which he earned in 1957 o He worked all the hours during the week and on weekends " "Nobody ever died from hard work"
• Treating his staff o Knew how to motivate his staff = Inviting one of his workers to have lunch at the most expensive restaurant at the time. Showed that he cared o An effective manager should be formidable = Inspired by his chief at the French kitchen, Monsieur Pitard, Ogilvy always maintained a position in which he also scared his employees
• The idea of creativity o David Ogilvy was a little suspicious of the idea of creativity. He believed that an advertisement man should "Sell - or else." o He said that he had "a reasonably original mind, but not too much so. I thought as clients think" o The most successful advertisement was the ones that made the sales go up, not necessarily the most creative ones. He didn't like advertisements that sold the creative more than I sold the product
• A salesman o Ogilvy played his gentlemanly appearance, but he remained a salesman at heart, constantly promoting his agency in speeches books, and socially.

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Chapter 4 - Creative Revolutionaries

Bill Bernbach

• He was born in The Bronx, New York, on 13 august 1911
• His parents were Rebecca Bernbach and Jacob Bernbach, a designer of women's clothing.
• Early life and education o He spent the first years of his life attending public schools o New York University = He studied music, business administration, and philosophy and played the piano. He was also known, since then, for having a big ego.
• Jobs o Schenley Distillers Company = His first job was as a mail boy, but soon he was promoted to the advertising department when he wrote an Ad for a brand called Schenley's American Cream Whiskey and made sure that his boss knew who had written it. o New York World's Fair = In 1939 he worked as a copywriter in this exhibition o Willian H Weintraub Agency = It was the first ethnic agency and an alternative to the WASP (white Anglo-Saxon protestant) Madison Avenue culture. He worked as a copywriter alongside the legendary graphic designer Paul Rand, and together they created the "creative team". Although, they disagreed on some ideas since Bernbach always favored photography over illustration. He was after impact while Rand was interested in aesthetics. o Military service = He joined the US army service in the second world war. o Grey Advertising agency = The agency had the same non-WASP, multiethnic values. There, he moved fast from copy chief to vice president and then, creative director. Later, he met the art director Bob Gage, with whom he worked together. In 1947, he wrote a letter to his bosses in which he demonstrated his ideology of making good advertising out of art. After being ignored he decided to leave and form his own company. · "There are a lot of great technicians in advertising ... But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art ... Let us blaze new trails. Let us prove to the world that good taste, good art, and good writing can be good selling."
• Building his own agency (1947) o He took with him a founding account (Department store Ohrbach's) from the Grey Advertising agency, and the vice president and account executive, Ned Doyle.

4 Descargado por Mariafe lopez (mnoriegalor@alumni.unav.es)o Ned Doyle brought in Maxwell Dane, who was running a small agency of his own. o Doyle Dane Bernbach (DDB) was born. The lack of commas represented that nothing could ever come between them, not even punctuation.

Doyle Dane Bernbach (DDB)

• Famous Campaigns o Department store Ohrbach's DDB created a series of arresting images, all serving the store's brand positioning of high fashionable at accessible prices. Example: A man holding his wife with the copy "bring your wife, and just a few dollars we'll give you a new woman" · A slam-bang image and witty text in perfect equilibrium it was the BBD style. O Levy's Bakery " The company sold pre-packed rye bread, which was essentially a Jewish product, made and sold in Jewish bakeries. Knowing that this bread wouldn't taste as fresh as the bakery's ones, Berbach decide to target a non-Jewish audience. The first campaign was a copy of "you don't have to be Jewish to love levy" with an Irish cop or a cute black kid portrait. " The second was three shots of the same slice of bread gradually eaten, with the copy "NY is eating up" The ads were spare and sharp o Polaroid It showed the agency's skillful use of photography. "Polaroid was selling pictures, so the advertising showed the big, beautiful pictures in unadorned, totally straightforward ads." o Avis . "We try harder'- Because the car rental agency was number two in the market, it couldn't afford to be complacent o Volkswagen Was the most famous and challenging campaign - The brand wanted to sell a Nazi car in a Jewish town, said George Louis, the art director that had just joined DDB. LIBERAL TRADE-IN You don't have to be Jewish to love Levy's real Jewish Rye It's like opening a present.

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