Ogilvy
Ogilvy & Mather
Introduction to the organization.
Background History
Ogilvy was founded in 1948 by British ad pioneer David Ogilvy who now stands as a legend within the advertising world. David Ogilvy "believed it to be the right and duty of a wise and benevolent elite to civilize the world."
In 1936, David got an internship at the London ad agency Mather & Crowley, which sent David abroad to study American advertising techniques for one year. He returned from his year abroad with extensive knowledge about American advertising techniques. In 1948, after being out of advertising for ten years, Ogilvy started his own agency. His brother Francis financially assisted him. S. H. Benson Ltd., another London shop, also invested $45,000, but insisted that Ogilvy hire someone who knew how to run an agency. Ogilvy hired Anderson Hewitt away from J. Walter Thompson to be president, and appointed himself vice president in charge of research. The business opened as Hewitt, Ogilvy, Benson & Mather (HOB&M).
The beginnings of Ogilvy & Mather
Opening a new advertising agency in 1948 seemed good timing. The Depression and World War II had driven all but the largest, well-established, advertising firms out of business and had discouraged attempts by newcomers to break into the market. However, with the war over and the American economy expanding with unprecedented vigour, and a greater public awareness of the media and its influence, advertising became a necessary element in any business practice. The potential for growth was almost limitless. Still, the agency of HOB&M did not become successful overnight. Competing with such long-standing industry leaders as J. Walter Thompson, Young & Rubicam, Leo Burnett, and BBDO was difficult.[4]
HOB&M moved forward steadily. In 1951, a small shirt maker, C. F. Hathaway, came asking for help. This led to the "man with the black eye patch" campaign, arguably one of Ogilvy's most famous that ran for 25
Introduction to the organization.
Background History
Ogilvy was founded in 1948 by British ad pioneer David Ogilvy who now stands as a legend within the advertising world. David Ogilvy "believed it to be the right and duty of a wise and benevolent elite to civilize the world."
In 1936, David got an internship at the London ad agency Mather & Crowley, which sent David abroad to study American advertising techniques for one year. He returned from his year abroad with extensive knowledge about American advertising techniques. In 1948, after being out of advertising for ten years, Ogilvy started his own agency. His brother Francis financially assisted him. S. H. Benson Ltd., another London shop, also invested $45,000, but insisted that Ogilvy hire someone who knew how to run an agency. Ogilvy hired Anderson Hewitt away from J. Walter Thompson to be president, and appointed himself vice president in charge of research. The business opened as Hewitt, Ogilvy, Benson & Mather (HOB&M).
The beginnings of Ogilvy & Mather
Opening a new advertising agency in 1948 seemed good timing. The Depression and World War II had driven all but the largest, well-established, advertising firms out of business and had discouraged attempts by newcomers to break into the market. However, with the war over and the American economy expanding with unprecedented vigour, and a greater public awareness of the media and its influence, advertising became a necessary element in any business practice. The potential for growth was almost limitless. Still, the agency of HOB&M did not become successful overnight. Competing with such long-standing industry leaders as J. Walter Thompson, Young & Rubicam, Leo Burnett, and BBDO was difficult.[4]
HOB&M moved forward steadily. In 1951, a small shirt maker, C. F. Hathaway, came asking for help. This led to the "man with the black eye patch" campaign, arguably one of Ogilvy's most famous that ran for 25