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The NEW ILLUSTRATED Version TWO of Scientific Advertising by Claude C. Hopkins


The must-read summary of Claude Hopkins' book: 'Scientific Advertising: How to Develop a Superior Advertising Program'. This complete summary of the ideas from Claude Hopkins' book 'Scientific Advertising' presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. Scientific Advertising by Claude Hopkins Free Instant PDF Download. Scientific Advertising. 'The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.' Written by Claude Hopkins, 1923.

Version TWO

The Book Recommended by More Advertising Geniuses Than Any Other

And NOW We’ve Made It EVEN BETTER!!!

Announcing Version TWO

We’ve taken the original book and added illustrations because it’s so much easier to understand when you can see examples of the ads and campaigns he is talking about.

Scientific Advertising PDF Free Download Books

Sure the writing is of another day. That’s why adding illustrations helps to understand his principles. Our first version added a few helpful illustrations but now we’ve searched and searched and found a lot more, 32 illustrations in all.

Which would you rather have?

The original with no illustrations:

Table of Contents:

1. How advertising laws are established

2. Just salesmanship

3. Offer service

4. Mail order advertising — what it teaches

5. Headlines

6. Psychology

7. Being specific

8. Tell your full story

9. Art in advertising

10. Things too costly

11. Information

12. Strategy


13. Use of samples

14. Getting distribution

15. Test campaigns

16. Leaning on dealers

17. Individuality

18. Negative advertising

19. Letter writing

20. A name that helps

21. Good business

David Ogilvy recommended Claude Hopkins and Scientific Advertising

Marketing Genius, Jay Abraham, once told me he had read this book more than 60 times and felt it was the impetus to launch his career as one of the most sought after and respected marketers, commanding $2,000.00 per hour for his phone and in-person consultations (later raised to $3,000 and then $5,000), up to $25,000 for his training seminars and $50-$100,000 to write an ad for clients (plus a percent of the profits).

Jay first introduced Scientific Advertising to me through his “Your Marketing Genius At Work” 12-issue “newsletter” that sold for $500.00 in 1986. He reprinted the ENTIRE book in his third issue.

David Ogilvy wrote an introduction to the 1960 edition of Scientific Advertising, published by Crown Publishing, New York.

In part, he said:

“Nobody, at any level, should be allowed to have anythingto
do with advertising until he has read this book seven times.
It changed the course of my life.”

He went on to say,

  • “Claude Hopkins wrote it in 1923. Rosser Reeves, bless him, gave it to me in 1938. Since then, I have given 379 copies to clients and colleagues.
  • “Every time I see a bad advertisement, I say to myself, ‘The man who wrote this copy has never read Claude Hopkins.’
  • “If you read this book of his, you will never write another bad advertisement—and never approve one either.
  • “Don’t be put off by Hopkins’ staccato, graceless style.”
  • “He thought that illustrations were a waste of space. Perhaps they were less important fifty years ago, when magazines and newspapers were thinner, and competition for the reader’s attention less severe.
  • “But forty-two years after Hopkins wrote this book, almost everybody would agree with the following conclusions:”
  • “Almost any question can be answered, cheaply, quickly, and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table.”
  • “The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”
  • “Ad-writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.”
  • “Don’t try to be amusing. Money spending is a serious matter.”
  • “Whenever possible we introduce a personality into our ads. By making a man famous we make his product famous.”
  • “It is not uncommon for a change in headlines to multiply returns from five to ten times over.”
  • “Some say, ‘Be very brief. People will read but little.’ Would you say that to a salesman?”
  • “Brief ads are never keyed. Every traced ad tells a complete story. The more you tell the more you sell.”
  • “We try to give each advertiser a becoming style. He is given an individuality best suited to the people he addresses. To create the right individuality is a supreme accomplishment. Never weary of that part.”
  • “Platitudes and generalities roll off the human understanding like water from a duck. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.”
  • “In 1908, when Hopkins was forty-one, he was hired by Albert Lasker to write copy for Lord & Thomas. Lasker paid him $185,000 a year—equivalent to $639,000 in today’s money. “[Ed: $4,634,707.13 in 2017 dollars—Source: The Bureau of Labor Statistics’ annual Consumer Price Index].
  • “From his typewriter came campaigns which made a long list of products famous and profitable. They include Pepsodent and Palmolive.”
  • “He was more than a copywriter in today’s narrow sense of the word. He was a total advertising man. He invented ways to force distribution for new products. He invented test marketing. He invented sampling. He invented copy research. He invented brand images. He invented pre-empting the truth. And he wrote copy which sold merchandise.”
  • “He used to say, ‘No argument in the world can ever compare with one dramatic demonstration.’ Which makes me think that he would have been as successful in television today as he was in print fifty years ago.” [Ed: …and on the Internet today]
  • “In later life, Hopkins came to resent the fact that he had made so many of his clients richer than himself.”

In Ogilvy on Advertising, Ogilvy called Hopkins:

“the father of modern advertising.”

In The Mirror Makers: A History of American Advertising and Its Creators, author Stephen Fox said of Hopkins:

“On a list of the great copywriters of all time, most students of advertising history would rank Hopkins first.”

  • This is the ORIGINAL version that did NOT include illustrations

Scientific Advertising Library Volume 1

MOST POPULAR - Value: $216.73
  • Scientific Advertising Illustrated Version Two ($19.97 value)
  • Scientific Advertising Video ($29.97 value)
  • Scientific Advertising Audio ($19.97 value)
  • My Life in Advertising ebook($19.97 value)
  • My Life in Advertising Audio($19.97 value)
  • The Claude Hopkins Swipe File($19.97 value)
  • Secrets of the Greatest Advertising Geniuses… ($19.97 value)
  • How To Wake Up The Marketing Genius Inside You ($9.97 value)
  • Graphics That Sell – Design Secrets of the World’s Greatest Direct Response Designer ($29.97 value)
  • 50 Things I’ve Learned in 50 Years by John Caples($27 value)
  • See BELOW for more details

Scientific Advertising ILLUSTRATED

Version TWO - Value: $19.97
  • Normally $19.97 but on SALE NOW at only $4.99

Introducing the NEW

Scientific Advertising Library Volume 1

TEN advertising classics that normally sell for $216.73, if purchased separately, are now yours at the special launch price of only $11.99 while this sale is on.

by Claude Hopkins

This is the original book with 32 added illustrations. They are added at strategic points in the text where the author is referring to them. For example, when he refers to a certain ad, that ad is inserted so you get to see the actual example of what it is about and have a better understanding of it. ($19.97 value)

by Claude Hopkins and Troy S. Laughren

This an original movie by Troy S. Laughren visually depicting the book Scientific Advertising. It includes and tracks the text of the original book while adding a lot of supporting material that makes it much easier to grasp it’s principles and to put them to use. ($29.97 value)

by Claude Hopkins and narrated by Kimberly A. Laughren

This is the audio narration of the original book. Listen to it while driving, working out, etc. Neuro scientists have shown that this increases comprehension. ($19.97 value)

by Claude Hopkins

This is the original book which describes how he came to discover the principles that he based his successful career on. This is the back story for Scientific Advertising and fills in the blanks by revealing the background. ($19.97 value)

by Claude Hopkins

This is an audio narrations of the original book. Listen to it while driving, working out, etc. Neuro scientists have shown that this increases comprehension. (Value: $19.97)

by Carl Galletti and Claude Hopkins

This is a collection of 25 of his most successful ads and a description of how to use them to sharpen your own copywriting/advertising skills. (Value: $19.97)

by Carl Galletti

Claude Hopkins Advertising

A quick look at what to do to improve your advertising, marketing, and copywriting skills by waking up the genius that’s already inside you. ($19.97 value)

by Carl Galletti

A quick look at what to do to improve your advertising, marketing, and copywriting skills by waking up the genius that’s already inside you. ($9.97 value)

by Ted Kikoler

This book shows you how to increase the results of your advertising, marketing, and copywriting without changing a word…just by changing how it is graphically presented. It reveals the design secrets of the world’s greatest direct response designer, Ted Kikoler. ($29.97 value)

by John Caples

A quick look at what to do to improve your advertising, marketing, and copywriting skills by waking up the genius that’s already inside you. ($27 value)

  • This is the ORIGINAL version that did NOT include illustrations

Scientific Advertising Library Volume 1

MOST POPULAR - Value: $216.73
  • Scientific Advertising Illustrated Version Two ($19.97 value)
  • Scientific Advertising Video ($29.97 value)
  • Scientific Advertising Audio ($19.97 value)
  • My Life in Advertising ebook($19.97 value)
  • My Life in Advertising Audio($19.97 value)
  • The Claude Hopkins Swipe File($19.97 value)
  • Secrets of the Greatest Advertising Geniuses… ($19.97 value)
  • How To Wake Up The Marketing Genius Inside You ($9.97 value)
  • Graphics That Sell – Design Secrets of the World’s Greatest Direct Response Designer ($29.97 value)
  • 50 Things I’ve Learned in 50 Years by John Caples($27 value)
  • See BELOW for more details

Scientific Advertising ILLUSTRATED

Version TWO - Value: $19.97
  • Normally $19.97 but on SALE NOW at only $4.99

Just finished reading 'Confessions of an Advertising Man' by David Ogilvy and I'm wondering how much of it holds up in today's advertising?

Ogilvy On Advertising Pdf Ebook claude hopkins scientific advertising - chapter 1 how advertising laws are established the time has come when advertising has in some hands reached the status of a science. It is based on fixed. Confessions Of An Advertising Man by David Ogilvy, 379, download free ebooks, Download free PDF EPUB ebook.

I found the book absolutely fascinating with some really valuable insights (and some rules I believe every single marketeer should live by) but I found some of it to be a bit outdated? I mean it was written in the 60's. He seems to really focus a lot on copy text, headlines, editorials, which were very important in the golden age of print media. However, today's trend seems to be that consumers read less and less and the advertising landscape seems to be tilting much more in the direction of video as the primary medium, opposed to text and print.

What's your opinion on the state of advertising in Ogilvy's 60's vs Today?

IndustryAdvertising, marketing, public relations
Founded1948; 71 years ago
FounderDavid Ogilvy
John Seifert, Chief Executive, Worldwide[1]
ParentWPP plc
SubsidiariesOgilvy Consulting[2]

Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948[3] by David Ogilvy. The agency is known for its work with Dove, American Express, and IBM. It is now part of the WPP Group, one of the largest advertising and public relations companies in the world. The company provides services in six areas: brand strategy, advertising, customer engagement and commerce, public relations and influence, digital transformation, and partnerships.[4] The company's strategy division OgilvyRED became Ogilvy Consulting.[4]

  • 1History
  • 2Major work
    • 2.2Later notable campaigns



David Ogilvy

The agency was founded in London in 1850, when Edmund Charles Mather began an advertising agency on Fleet Street.[5] After his death in 1886, his son, Harley Lawrence Mather, partnered with Herbert Oakes Crowther, and the agency became known as Mather & Crowther.[6] The agency pioneered newspaper advertising, which was in its infancy, due to a loosening of tax restrictions; and educated manufacturers about the efficacy of advertising while producing 'how-to' manuals for the nascent advertising industry.[6] The company grew in prominence in the 1920s after creating leading non-brandedadvertising campaigns such as 'an apple a day keeps the doctor away' and 'Drinka Pinta Milka Day'.[6][7]

In 1921, Mather and Crowther hired Francis Ogilvy as a copywriter. Ogilvy eventually became the first non-family member to chair the agency. When the agency launched the Aga cooker, a Swedishcook stove, Francis composed letters in Greek to appeal to British public schools, the appliance's best sales leads. Francis also helped his younger brother, David Ogilvy, secure a position as an Aga salesman.[8] The younger Ogilvy was so successful at selling the cooker, he wrote a sales manual for the company in 1935 called 'The Theory and Practice of Selling the Aga Cooker'. It was later called 'probably the best sales manual ever written', by Fortune magazine.[9]

David Ogilvy sent the manual to Francis who was persuaded to hire him as a trainee. Ogilvy began studying advertising, particularly campaigns from America, which he viewed as the gold standard.[10] In 1938, David Ogilvy convinced Francis to send him to the United States on sabbatical to study American advertising.[11] After a year, Ogilvy presented 32 'basic rules of good advertising' to Mather & Crowther.[12] Over the next ten years, Ogilvy worked in research at the Gallup polling company, worked for British Intelligence during World War II, and then spent a few years farming among the Amish community in Pennsylvania.[11]

In 1948, David Ogilvy proposed that Mather & Crowther and another U.K. agency, S.H. Benson, partner to create an American advertising agency in New York City to support British advertising clients. The agencies each invested US$40,000 in the venture but insisted Ogilvy find a more experienced American to run it. David Ogilvy recruited Anderson Hewitt from J. Walter Thompson to serve as president and to supervise sales. Ogilvy would serve as secretary, treasurer, and research director. Along with their British sponsors, which held a controlling interest, Hewitt mortgaged his house and invested $14,000 in the agency and Ogilvy invested $6,000.[13][14]

Hewitt, Ogilvy, Benson & Mather[edit]

On September 23, 1948, David Ogilvy opened his New York agency as Hewitt, Ogilvy, Benson, & Mather on Madison Avenue in Manhattan.[15] Initially, Mather and Crowther and S.H. Benson gave the agency four clients that had small advertising budgets and were relatively unknown in the United States: Wedgwood China, British South African Airways, Guinness, and Bovril.[16]

Hewitt, Ogilvy, Benson, & Mather's first account was securing magazine advertising space for Wedgwood.[14] The agency had its first successful ad with Ogilvy's concept 'The Guinness Guide to Oysters', which was followed by several other similar food and Guinness pairing guides.[17] The first large client was Sunoco (then called Sun Oil), procured by Hewitt in February 1949.[15]Helena Rubinstein cosmetics was the first client won by Ogilvy.[18]

A breakthrough came after the agency was approached by Maine-based shirt manufacturer C. F. Hathaway Company. The company only had a small budget, but its president promised to 'never change a word of copy'.[19] In 1951, they introduced 'The man in the Hathaway shirt' campaign. The advertisement featured an aristocratic man wearing an eyepatch that Ogilvy purchased on the way to the ad's photo shoot. Hathaway was sold out of shirts within a week of the first ad's printing. The campaign increased the shirt maker's sales by 160 percent, resulted in new business for the agency, and turned the recognizable 'Hathaway Man' and his eyepatch into a popular cultural trope.[11][20]

Ogilvy, Benson & Mather[edit]

Disagreements between Hewitt and Ogilvy, particularly about creative direction and who should run the agency, resulted in Ogilvy's resignation in 1953.[15] The agency's backers supported Ogilvy, leading to Hewitt's resignation and the agency reopening as Ogilvy, Benson & Mather in 1954. Ogilvy hired retired Benton & Bowles executive Esty Stowell in 1956 to handle operations and non-creative functions.[21]

During the 1950s, Ogilvy, Benson & Mather became known for its successful campaigns, which David Ogilvy called 'big ideas'. The agency, mainly under Ogilvy's creative direction, built a reputation for 'quality' advertising, which was defined by its use of well-researched 'long copy', large photographs, and clean layouts and typography. Ogilvy believed advertising's purpose was to sell through information and persuasion, as opposed to entertaining.[11][22]

That same year, the agency nearly doubled in size after winning the Shell Oil account.[23] The agency agreed to work for Shell on a fee basis rather than the traditional commission model and became one of the first major advertising agencies to do so.[24]

Ogilvy & Mather[edit]

In reaction to the growth of international advertising, Ogilvy, Benson & Mather formed an equal partnership with Mather & Crowther in November 1964.[21] Under the terms of the partnership, the two agencies became subsidiaries of a new parent company called Ogilvy & Mather, which was headquartered in New York. In January 1965, both changed their names to Ogilvy & Mather and the parent company became known as Ogilvy & Mather International Inc.[15]

During the 1970s, Ogilvy & Mather acquired numerous other agencies: including S.H. Benson, one of its original sponsors, in 1971; Scali, McCabe, Sloves in 1976; and Cone & Weber in 1977.[15] Another acquisition, Hodes-Daniel, resulted in the establishment of the agency's direct-response service, called Ogilvy & Mather Direct, in 1976. It was renamed OgilvyOne Worldwide in 1997.[17] The agency's growth through acquisitions was not led by Ogilvy, who feared the differing philosophies of the acquired agencies would undermine Ogilvy & Mather's culture and advertising beliefs, which he called the 'True Church'.[25][26] After moving permanently to his French castle Château de Touffou in 1973, David Ogilvy stepped down as chairman and became Worldwide Creative Head in 1975.


The agency opened its public relations division, Ogilvy & Mather Public Relations, in 1980.[27]

The next year, Ogilvy & Mather established the Interactive Marketing Group and became the first major agency to establish an interactive capability.[28][29] In December 1983, David Ogilvy retired as Creative Head.[30]

In 1985, Ogilvy & Mather International was renamed as the Ogilvy Group Inc. The group included three divisions: Ogilvy & Mather Worldwide, a new name for all Ogilvy & Mather offices including Ogilvy & Mather Direct and Ogilvy & Mather Public Relations; Scali McCabe Sloves Group; and several independent associate agencies, such as Cole & Weber. Kenneth Roman, president of Ogilvy & Mather United States, was named president of Ogilvy & Mather Worldwide.[31] and was promoted to chairman in 1987. He became chairman of the Ogilvy Group in 1988, succeeding Graham Phillips.[32]

In 1989, WPP plc, a British advertising holding company, acquired the Ogilvy Group for $864 million, which, at the time, was the most ever paid for an advertising agency. David Ogilvy initially resisted the sale, but eventually accepted the title of WPP honorary chairman, a position he relinquished in 1992.[33][34]

Following the departure of Roman for American Express in 1989, Graham Phillips became the chairman and CEO of Ogilvy & Mather Worldwide.[35]


In 1992, Charlotte Beers replaced Graham Phillips as chairman and CEO of Ogilvy & Mather Worldwide. Philips remained as vice chairman. Beers was recruited from the Tatham, Laird & Kudner advertising agency and was the first 'outsider' to lead Ogilvy & Mather.[36] She was also the first woman to lead a major international agency.[37] Beers introduced the concept of 'brand stewardship' to the agency, a philosophy of brand-building over time.[38] She is also credited with helping Ogilvy & Mather bring in new business after a downturn.[37]

In 1994, then–North America president Shelly Lazarus and Beers helped win the entire global account of information technology corporation IBM for the agency.[38] Worth an estimated $500 million in billings, it was the largest account shift in the history of advertising.[37]

After four years, Beers stepped down as CEO.[37] Lazarus, a 23-year veteran of the agency, was appointed CEO in 1996 and became chairman the next year.[38] It was the first time a woman succeeded another woman at a major agency.[37] Lazarus further developed Beer's brand stewardship approach by introducing '360-degree branding', the idea of communicating a brand message at every touchpoint the brand has with people.[38][39]

David Ogilvy died at age 88 in the Château de Touffou, his home, in July 1999.[11]


Ogilvy purchased the Federalist Group, a Republican lobbying firm, in 2005.[40] The Federalist Group subsequently became bipartisan, changing its name to Ogilvy Government Relations.[41]

In 2005, Shona Seifert and Thomas Early, two former directors of Ogilvy & Mather, were convicted of one count of conspiring to defraud the government and nine counts of filing false claims for Ogilvy, over-billing for advertising work done for the United States Office of National Drug Control Policy (ONDCP) account. The agency was hired by the ONDCP in 1998 to create anti-drug ads aimed at adolescents.[42] At the time, it was the largest social marketing contract in history.[43] Ogilvy & Mather repaid $1.8 million to the government to settle a civil suit based on the same billing issues.[44][45][46]

Miles Young became Worldwide CEO in January 2009 after leading the company's Asia-Pacific division for 13 years. Lazarus remained ss chairman until 2012, when Young succeeded her.[47] Under Young's leadership, the agency focused on a 'Twin Peaks' strategy of producing advertisements that are equally creative and effective.[48] New business was also Young's priority.[49][50] Young promoted Tham Khai Meng, his creative partner in the Asia-Pacific division, as Worldwide Chief Creative Officer in 2009.[51] Tham laid out a five-year plan to improve the agency's performance at Cannes.[51] According to Adweek, Tham's efforts resulted in the agency being named Cannes Lions 'Network of the Year' from 2011 to 2015.[52]

Ogilvy On Advertising Pdf

Adobe Pdf Free Download


In 2010, the agency established OgilvyRED, a specialty strategic consultancy.[49] In June 2013, OgilvyAction, the agency's activation unit, merged with other WPP-owned properties—G2 Worldwide and JWTAction—to form Geometry Global, an activation network that operates in 56 markets.[53] Ogilvy's production division, RedWorks Worldwide, merged with production company Hogarth Worldwide, forming Hogarth & Ogilvy in March 2015 to serve the production needs of all of WPP's agencies.[54]

The agency was named both the Cannes Lions 'Network of the Year' and CLIO 'Network of the Year' for four consecutive years, 2012, 2013, 2014 and 2015.[55][56] It was also named Effies 'World's most Effective Agency Network' in 2012, 2013 and 2016.[49][57][58]

Ogilvy Public Relations in China faced accusations in the media of overworking a 24-year-old employee who died of a heart attack while in the office in May 2013. The claims were not confirmed.[59] Four years later, a similar event occurred with a young staffer in the Philippines.[60]

In June 2015, Young announced he would retire as both Worldwide chairman and CEO to take the position of warden at his alma mater, New College at Oxford University.[47] In January 2016, John Seifert was named CEO of the agency.[61] In November 2017, according to reports, Ogilvy & Mather won the Turespaña account, worth two million euros.[62]

Similar to other advertising, marketing, and public relations agencies in the years leading up to 2017-2018, Ogilvy has seen an influx of advertisers and publishers establishing in-house creative teams, and an industry-wide increase in emphasis on digital media ad buying.[63][64][65] The magazine Fast Company wrote, Over the years, Ogilvy responded to changing demands by creating numerous businesses and 'looked more like a holding company of its own'.[4]

By 2018, Ogilvy was organized as a number of individual units that handled different areas of focus.[66] Ogilvy Public Relations was responsible for the agency's public relations offering.[67] OgilvyOne was the agency's direct marketing unit[66] and it also advised clients on customer engagement.[68] The firm's Ogilvy CommonHealth Worldwide unit focused on healthcare communications and marketing.[69] The agency handled production work through Hogarth & Ogilvy, a joint venture between Ogilvy & Mather and Hogarth Worldwide formed in 2015.[54][email protected] was a unit of the agency that offered digital media services to all of Ogilvy & Mather's disciplines.[70] As of 2013, sales activation and shopper marketing were administered through Geometry Global, a unit formed through the merger of several WPP agencies, including what was previously known as OgilvyAction.[53]

In addition to the agency's main services, Ogilvy & Mather operated several other specialty practices. In 2010,[71] the agency created Ogilvy Noor, a practice focused on creating marketing that appeals to Muslims.[72] OgilvyRED was established in 2011 as a consultancy within the agency that worked with Ogilvy's other units to prepare plans for clients' marketing strategies.[73][74] The agency formed [email protected] in 2012 to work on social media projects for clients. The practice operated within each of Ogilvy & Mather's major units, including advertising, direct marketing, public relations, and digital marketing.[75] The behavioural sciences practice #OgilvyChange was also founded in 2012 by Rory Sutherland in Ogilvy & Mather's London office. #OgilvyChange employed psychologists and other behavioural scientists to consult on using research in these fields to understand and influence consumers.[76][77] OgilvyAmp (short for 'amplify') handled tasks related to the data planning and analytics needs of clients. The unit was established in 2014 and was present at over 50 of the agency's offices.[78] Ogilvy Pride was formed in the agency's London office in 2015 as an LGBT practice.[79]

Company leadership said Ogilvy became too complicated with these individual units.[80] CEO John Seifert launched the company's 're-founding' in June 2018, during which the company changed its name from Ogilvy & Mather to Ogilvy, restructured, and rolled out a new, unified brand and logo to simplify its services.[2] All but one of Ogilvy's sub-brands were wrapped into one: Ogilvy.[2] The company retained its separate strategy division, but renamed it to Ogilvy Consulting.[4][2]

Ogilvy On Advertising Pdf free download. software

Major work[edit]

Early ads[edit]

Ogilvy Advertising Agency

One of the agency's first accounts was Guinness, which tasked it with introducing the beer to an American audience. In 1950, 'The Guinness Guide to Oysters' appeared as a magazine advertisement that listed nine kinds of oysters and their characteristics. The advertisement was successful; and several other pairing guides, including those on birds and cheeses, followed it.[17][81]

In 1951, 'The Man in the Hathaway Shirt', an advertisement created for C. F. Hathaway Company, was first published in The New Yorker. It immediately increased sales for the company, and more ads followed. Each ad featured George Wrangel, a middle-aged man with a moustache and an eye patch. The eye patch was a prop found by David Ogilvy to give the ad what he called 'story appeal'. Ambassador Lewis Douglas, who wore an eye patch, inspired the concept.[20][82]

To familiarize Americans with Schweppes, the agency created a spokesman named Commander Whitehead. Edward Whitehead, who was the company's president, was introduced as the Commander in a 1952 advertisement, which showed him arriving in New York with a briefcase labeled as the secrets of Schweppes.[83] The campaign resulted in Schweppes becoming the standard tonic used in the country. The campaign continued into the 1960s.[15]

In the 1950s, Ogilvy was hired to increase business in Puerto Rico. The agency created a coupon for businesses that laid out tax advantages of establishing a presence on the island. Approximately 14,000 businesses mailed in the coupon and the territory's foreign industry increased.[84] Following this, David Ogilvy helped Puerto Rico's governor establish and advertise the Casals Festival of Music.[85] The agency created ads using visually captivating images to position the island as a paradise.[86]

In 1952, Ogilvy & Mather launched a campaign to increase tourism for the British Tourist Authority. The 'Come to Britain' campaign replaced drawings with photographs of the picturesque countryside. The advertisements resulted in the tripling of tourism to the UK.[17][87]

After the agency was assigned the Rolls Royce account in 1959,[11] David Ogilvy spent three weeks meeting with engineers and researching the car.[88] The resulting advertisement featured the headline 'At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock', which Ogilvy took, giving credit, from a journalist's review.[15] The rest of the copy outlined 11 of the car's distinguishing features and benefits.[21] The advertisement became one of Ogilvy's most famous.[9][11] Ogilvy joked that the ad 'sold so many cars we dare not run it again'.[88]

Later notable campaigns[edit]

American Express[edit]

American Express had been an Ogilvy & Mather client since the 1960s.[89] The agency launched the company's 'Do You Know Me' campaign in 1974, which focused on the prestige of carrying an American Express card. Each advertisement described the accomplishments of semi-recognizable celebrities who used the card, with their identities being revealed at the end. The campaign emphasized that even if a person was not immediately recognizable, their American Express credit card would be. The campaign ran until 1987.[90][91]

A campaign called 'Portraits', which followed 'Do You Know Me', showed card-carrying personalities such as Tip O'Neil and Ella Fitzgerald engaged in leisure activities.[91] The campaign was photographed by Annie Leibovitz and named 'Print Campaign of the Decade' by Advertising Age in 1990.[17][92]

Ogilvy & Mather launched the slogan 'My Life. My Card.' in 2004 with ads featuring celebrities such as Ellen DeGeneres and Tiger Woods.[93]

In June 2017, American Express shifted almost all the business it had with Ogilvy to McGarryBowen.[94][95]

Merrill Lynch[edit]

Ogilvy & Mather won Merrill Lynch's print and television advertising business in the late 1960s. In 1971, the agency suggested using a bull as a symbol of the company. The visual became the company's logo.[96]


In 1994, Ogilvy & Mather replaced multiple agencies to become IBM's sole agency for all of the company's marketing and branding efforts. The worldwide campaign 'Solutions for a Small Planet' was launched to help rebrand the company.[97]

Incredible India[edit]

Ogilvy & Mather created the slogan 'Incredible India' for the country's Ministry of Tourism in 2002. The campaign targeted an international audience and aimed to boost tourism.[98]


Dove became an Ogilvy & Mather client in the 1950s, and the agency developed the brand's '1/4 cleansing cream' messaging.[99] In 2004, the agency launched the Dove Campaign for Real Beauty, a marketing campaign that focused on redefining society's pre-set definitions of 'beauty'. A short film called Sketches earned over 114 million views online and Business Insider named it the most viral ad of all time in 2013.[100][101]


An online video created by Ogilvy & Mather U.K. as viral marketing for the Ford SportKa hatchback was disseminated via email in 2004, despite being rejected by Ford of Europe. The 40-second video, which showed a lifelike computer-generated cat being decapitated by the car's sunroof, led to criticisms from bloggers and animal rights groups. Both companies apologized for its release and launched investigations into how the video was leaked.[102][103]

In 2014, Ogilvy India created 'Bounce Back', a campaign for Indian mattress company Kurl-On that illustrated the stories of well-known figures who 'bounced back' from adversity. The low point of each narrative arc showed the person rebounding off of a Kurl-On mattress. One of the ads featured Malala Yousafzai and depicted her being shot. The ad was criticized in the media, and Ogilvy & Mather issued a public apology to Yousafzai and her family.[104][105]

Also in 2014, Ogilvy & Mather apologized following complaints about the racial implications of an advertisement it created for the South African charity Feed a Child. The advertisement portrayed a black boy being fed like a dog by a white woman.[106]

See also[edit]


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Claude Hopkins Ads

  • Roman, Kenneth (2009). The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising. New York City: Palgrave Macmillan. pp. 45–218. ISBN9781403978950. Retrieved 7 October 2015.

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