大卫·奥格威

大卫·麦肯兹·奥格威（David MacKenzie Ogilvy，1911年6月23日—1999年7月21日）曾被称为“广告怪杰”的人现在已经成为了举世闻名的“广告教父”（又称广告教皇，“The Father of Advertising”），其创办的奥美广告公司今天已成为世界上最大的广告公司之一。曾经当过见习厨师、推销员、农夫。

1960年代的美国广告三大宗师中，奥格威的风格最朴实。有调查显示它通过广告卖出去的产品数量是比尔·伯恩巴克和李奥·贝纳加起来的6倍。

其著作《奥格威谈广告》（Ogilvy on Advertising），在全球被作为广告人的基本教材之一，颇受欢迎。

生平

早年岁月(1911 - 1938)

奥格威在牛津大学时因为成绩太差，被退学。他也做过厨师。

在盖洛普的岁月 (1938 - 1948)

1938年，奥格威来到美国，并加入了盖洛普调查公司。

在奥美的岁月(1965-1973)

1948年，37岁的奥格威创建奥美广告 （Ogilvy & Mather），奥格威于1973年退休.

与WPP在一起 (1989 - 1999)

1989年，奥美集团被由英国人控股的WPP集团以8.64亿美元收购。此次收购WPP集团同时获得了很多其他的广告公司，包括著名的智威汤逊(J.Walter Thompson)，WPP集团一跃成为全球最大的广告集团。奥格威本人曾在WPP做了三年的非执行董事。

David Mackenzie Ogilvy (23 June 1911 – 21 July 1999) was a British advertising tycoon and founder of Ogilvy & Mather. Trained at the Gallup research organisation, he created highly successful advertising campaigns for brands such as Rolls-Royce, Dove soap, and Hathaway shirts, which he attributed to meticulous research into consumer habits. His advertising career has led him to be known as the "Father of Advertising."

Early life (1911–1938)

David Mackenzie Ogilvy was born on 23 June 1911 at West Horsley, Surrey, in England. His mother was Dorothy Blew Fairfield, daughter of Arthur Rowan Fairfield, a civil servant from Ireland. His father, Francis John Longley Ogilvy, was a stockbroker.

He was the first cousin once removed of the writer Rebecca West and of Douglas Holden Blew Jones, who was the brother-in-law of Freda Dudley Ward and the father-in-law of Antony Lambton, 6th Earl of Durham. Ogilvy attended St Cyprian's School, Eastbourne, on reduced fees because of his father's straitened circumstances and won a scholarship at age thirteen to Fettes College, in Edinburgh. In 1929, he again won a scholarship, this time in history, to Christ Church, Oxford. He left Oxford after two years, having failed his exams.

In 1931, he became a kitchen hand at the Hotel Majestic in Paris. After a year, he returned to Scotland and started selling AGA cooking stoves, door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual, The Theory and Practice of Selling the AGA Cooker, for the other salesmen. Thirty years later, Fortune magazine editors called it the finest sales instruction manual ever written.

After seeing the manual, Ogilvy's older brother, Francis Ogilvy—the father of actor Ian Ogilvy—showed the manual to management at the London advertising agency Mather & Crowther, where he was working. They offered the younger Ogilvy a position as an account executive, which he took up in 1935.

At Gallup (1938–1948)

In 1938, Ogilvy persuaded his agency to send him to the United States for a year, where he worked for George Gallup's Audience Research Institute in New Jersey. Ogilvy cites Gallup as one of the significant influences on his thinking, emphasizing meticulous research methods and adherence to reality.

During World War II, Ogilvy worked for the British Intelligence Service at the British embassy in Washington, DC. There, he analysed and made recommendations on matters of diplomacy and security. According to a biography produced by Ogilvy & Mather, "he extrapolated his knowledge of human behaviour from consumerism to nationalism in a report which suggested 'applying the Gallup technique to fields of secret intelligence.'" Eisenhower's Psychological Warfare Board picked up the report and successfully put Ogilvy's suggestions to work in Europe during the last year of the war.

Also during World War II, Ogilvy was a notable alumnus of the secret Camp X, located near the towns of Whitby and Oshawa in Ontario, Canada. According to an article on the camp: Although Ogilvy was trained in sabotage and close combat, he was ultimately tasked with projects that included successfully ruining the reputation of businessmen who were supplying the Nazis with industrial materials.

After the war, Ogilvy bought a farm in Lancaster County, Pennsylvania, and lived among the Amish. The atmosphere of "serenity, abundance, and contentment" kept Ogilvy and his wife in Pennsylvania for several years, but eventually he admitted his limitations as a farmer and moved to Manhattan.