Selling is about creating
Advertising David Ogilvy's principles still apply after his death. Two of his students have refreshed them - with mixed success.
Advertising David Ogilvy's principles still apply after his death. Two of his students have refreshed them - with mixed success: the godfather of (US) advertising died in 1999 at the age of 88. Kenneth Roman and Jane Maas worked with the master for many years. He as CEO, she as CD of Ogilvy & Mather. Anyone who reads "How to Advertise" will sense this: Every page breathes the spirit of David Ogilvy.This work is a classic. However, much has changed since the first edition in 1976, especially in the art of commercial communication. But Roman and Maas continue to adhere to the principles of their mentor, which they wrote down 29 years ago. For them too, advertising has to do just one thing: sell. If it also entertains, all the better. "But first and foremost it has to sell." Ogilvy himself even went so far as to forbid his people from taking part in creative competitions.
If you want to sell through communication, you first and foremost need brilliant, convincing ideas. And they have one thing in common: they are surprisingly simple and simply surprising. And: often the best ideas are anything but new. Creative people are not bubbling over with new ideas, but they know many tried and tested ideas, mix them in their test tube and come up with something that has never been seen before. As an example, Roman and Maas cite the Sony Walkman - take a cassette player and a pair of headphones - or the Internet auction house eBay (flea market meets Internet).
These examples reveal the main weakness of the book: only a few junior copywriters or junior consultants still know what a Walkman is. Time has taken its toll on the content. Even though the book has been updated and supplemented from A to Z, it has gathered some dust.
Nevertheless, the guide is not outdated. On the contrary: many views and insights, tips and comments are timeless. They apply to good advertising that sells. Yesterday, today, tomorrow; whether as a poster, TV commercial or on the Internet. Roman and Maas show what is important and what works; they do not explain how to do it. Everyone has to find out and learn for themselves. According to Ogilvy, this also requires the courage to fall on your nose from time to time - and get up again. Conclusion: Anyone who works for or with an agency should (re)read this book. The English paperback edition fits just as well in the junior consultant's Friday bag as it does in her client's briefcase. Speaking of which, the chapter on choosing the right agency and working with them is particularly worth reading for clients. Because, to conclude with David Ogilvy: "Every client gets the kind of advertising they deserve."
> How to Advertise by Kenneth Roman and Jane Maas with Martin Nisenholtz. St. Martins Press, New York 2005. 268 pages, 27.90 francs.
If you want to sell through communication, you first and foremost need brilliant, convincing ideas. And they have one thing in common: they are surprisingly simple and simply surprising. And: often the best ideas are anything but new. Creative people are not bubbling over with new ideas, but they know many tried and tested ideas, mix them in their test tube and come up with something that has never been seen before. As an example, Roman and Maas cite the Sony Walkman - take a cassette player and a pair of headphones - or the Internet auction house eBay (flea market meets Internet).
These examples reveal the main weakness of the book: only a few junior copywriters or junior consultants still know what a Walkman is. Time has taken its toll on the content. Even though the book has been updated and supplemented from A to Z, it has gathered some dust.
Nevertheless, the guide is not outdated. On the contrary: many views and insights, tips and comments are timeless. They apply to good advertising that sells. Yesterday, today, tomorrow; whether as a poster, TV commercial or on the Internet. Roman and Maas show what is important and what works; they do not explain how to do it. Everyone has to find out and learn for themselves. According to Ogilvy, this also requires the courage to fall on your nose from time to time - and get up again. Conclusion: Anyone who works for or with an agency should (re)read this book. The English paperback edition fits just as well in the junior consultant's Friday bag as it does in her client's briefcase. Speaking of which, the chapter on choosing the right agency and working with them is particularly worth reading for clients. Because, to conclude with David Ogilvy: "Every client gets the kind of advertising they deserve."
> How to Advertise by Kenneth Roman and Jane Maas with Martin Nisenholtz. St. Martins Press, New York 2005. 268 pages, 27.90 francs.
Roger Hausmann
