Book Review on Ogilvy n Mather

BOOK REVIEW

PRESENTATION

BhaskarDevarshiHarishPiyushPoliSameer

``The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising.”

History

“I hate

rules”.

Brand Image

“Image means personality”

•Commander Whitehead•Leo Burnett’s campaign

Examples

“What has always

defined Ogilvy & Mather

Worldwide is its ability

to build brands”?

Brand Stewards

• Once defined, the brand becomes an invaluable organizing principle. We use it for every single marketing decision. As Brand Stewards, we seek to insure that the brand is true in all its manifestations--from the advertising to the development of loyalty programs to the design of web sites.

• This is what our clients seek from us: strategic insight and business applications, as well as creative communication solutions.

``Within every brand is a product, but not every product is a brand.''

Information Gathering

• The Brand Stewardship process helps us to know your brand inside out, gathering general information on:

• The product details--every element of the product • The consumers--from the loyal to the potential • The competition--direct and indirect, trends, etc. • The environment--the company behind the Brand and

the broader consumer environment.

``The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients.''

•Product information•Consumer reaction•Competitors

Research

``We pursue

knowledge the way a

pig pursues truffles.''

Positioning

Dove campaign—”positioned as toilet bar for women with dry skin”

``The most important decision is how to position your product.''

The Big Idea

Five questions

• Did it make me gasp when I first saw it?• Do I wish I had thought of it myself?• Is it unique• Does it fit the strategy to perfection?• Could it be used for 30 years?

“”Encourage innovation. Change is our lifeblood, stagnation our death knell”.

A Big Account•The meeting•Credit risk•Multinational accounts•Physicians, heal thyself

“Avoid clients whose ethos is incompatible with yours”

House ads

“The purpose of my ad was to project the agency as knowing more about advertising.”

Print Advertising

``Never write an advertisement that you wouldn't want your own family to read.''

5-step form

ula• Visual • Caption • Headline • Copy • Signature

``Resist the temptation to write the kind of copy which wins awards.” 

Above average

•Humor

•Slice of life

•Testimonials

•Demonstrations

•Problem solution

TV COMMERCIALS

``When you advertise fire extinguishers, open with fire”.

• Talking heads

• Characters

• Reason why?

• News

• Emotion

``Unless your advertising is built on a big idea, it will pass like a ship in the night.''

Marketing fundas by Ogilvy

• New product• Naming your product• Sleeping beauties• End of the blockbuster

“Marketing as objectivity”.

• Don’t waste time on problem babies

• Don’t dawdle• Promotions• Pricing is guesswork• Marketing recession

“the consumer isn’t a moron, she is your wife”

Social cause

``I admire people with gentle manners who treat other people as human beings.''

“Integrative India”

References

• www.ogilvyindia.com• www.ogilvy.com• www.google.com• www.youtube.com• Ogilvy on advertising by David

Ogilvy

Thank you