He moʻolelo pōkole o kahi moʻokākikala hoʻolaha.
Nui nā inoa i loko o kaʻoihana e like me ka hoʻolaha. ʻO David Ogilvy paha ka mea kaulana loa a mahaloʻia i kēlā mau inoa. I ka manawa i kapaʻiaʻo ia ka "Makua o ka Hoʻolaha", ua haʻaleleʻo ia i ka hoʻoilina o ka hana kupanaha, nā puʻupuʻu ikaika a me nā puke i lilo i mea heluhelu no ka mea e manaʻo ana e komo i loko o kaʻoihana pāʻoihana.
He haole hānauʻia a me Bred
Hānauʻia ma West Horsley,ʻEnelani, ma ka lā 23 o Iune, 1911,ʻo David Mackenzie Ogilvy i hele mai mai kahiʻohana kūpono.
ʻOiai ua heleʻo ia i ke Kulanui Fipes,'Edinburgh a me Kristo Church,'Oxford, ua hanaʻo ia pēlā ma lalo o nā haʻawina haumana. Ua nui ka pilikia o kaʻoihana a kona makuakāne i ka manawa o ka pōʻino, aʻo Dāvida eʻimi i konaʻano pono'ī e kākoʻo i kānaʻoihana hoʻonaʻauao.
Ke kula haʻahaʻa, luna, a me ka mea kūʻai puka
ʻAʻole i like nā alaʻoihana pilikino i nā makahiki he kanakolu a me nā paʻi likeʻole i kēia lā. Ua hoʻomaka nā kānaka pāʻoihana maikaʻi ma nā alaʻokoʻa'ē aʻe, aʻo Dāvida Ogilvy kekahi o lākou. ʻAʻoleʻo ia i puka ma hope o Kristo Church a i ka makahiki 1931 ua huliʻo ia i hope maʻEnelani e lilo i aliʻi ma ka Hotel Majestic, Paris. Ua halaʻo ia i hoʻokahi makahiki, aʻo Ogilvy e hoʻi ana i Scotland e kūʻai aku i ka hale i kēlā me kēia'īpuka.
Maʻaneʻi, ua kākauʻo ia i kahi leka aʻo'ōlelo i kapaʻia " The Theory and Practice of Selling the ARE cooker" no kekahi mea kūʻai aku. Ma waena o nā pōhaku i loko,ʻo ia kēia: "ʻO kaʻoi aku o nā kūlana e kamaʻilio aiʻoe,ʻo ka nui o nā kūʻai āu e hōʻike nei iāʻoe,ʻo kaʻoi aku o nā kauoha e loaʻa iāʻoe.
Akā,ʻaʻole e kuhihewa i ka nui o ke kālepa no ke kālepaʻoihana. "
Ua kapaʻo Fortune Magazine i keʻanoʻoihanaʻoihana kūʻaiʻoi loa i kākauʻia. He hōʻailona kēia o nā mea nui e hiki mai ana.
Ka Call o Amerika
Ua'ōleloʻo Ogilvy i ke aloha iʻEnelani i ka makahiki 1938 a ua heleʻo ia iʻAmelika, a ua haʻaleleʻo ia i kahiʻoihana pilikino ma hope ona.
Ua loaʻaʻo ia i kahi hana ma George Gallup's Audience Research Institute, a ma hope aku ua'ōleloʻo ia he mea nui loa i kona hiki ke noʻonoʻo, a hilinaʻi i ka noiʻi kūpono. ʻO kēia ke kumu o ka lanakila nui o Ogilvy i ka honua nei o ka leka uila.
ʻO ke Kaua Honua II, ka National Security and the Amish
Ua kākoʻo nā mākau o Ogilvy me ka hōʻailona, ka noho kanaka, ka mea kūʻai, a me ka nationalism i ka Service Intelligence ma ka Embassy Peretania i Wakinekona. Maʻaneʻi, ua hanaʻo ia i nā'ōleloʻoluʻolu a me nā'ōlelo palekana "e hoʻohana ana i kaʻike Gallup i nā kula o kaʻike huna." Ua hanaʻiaʻo Zeloilvy i ka holomua me ka lanakila nui maʻEulopa e ka papahana Psychological Warfare o Eisenhower.
Ma hope o ka hanaʻana i nā hana koʻikoʻi, psychologically draining conditions, ua huliʻo Ogilvy i kona kua i ka noiʻi a kūʻai i kahi pāʻani liʻiliʻi ma Lancaster County, PA. Ua nohoʻo ia ma waena o ka'Amisa, kahi noho maluhia a noho maluhia hoʻi no nā makahiki he nui. Akāʻo Manhattan e kāhea ana, a ua hauʻoliʻo David Ogilvy i ka paneʻana.
ʻO ka makahiki mua o Ogilvy & Mather
I ka makahiki 1948, i ka makahiki 37 o kona makahiki, ua hoʻokumuʻo David Ogilvy i kāna kuleana mua. Ua kapaʻiaʻo iaʻo Hewitt, Ogilvy, Benson & Mather, kahi pūʻulu i liloʻo Ogilvy & Mather Worldwide. ʻOiai,ʻaʻole waleʻo Ogilvy i kēia wale nō.
Ua hoʻokumuʻia ka hui ma hope o kahi inoa o Lamera e kū nei i kēia manawa,ʻo Mather & Crowther, kahi i hana maikaʻiʻia e kona kaikuaʻanaʻo Francis.
ʻO ka mea nui loa e pili ana i kēia keʻena hoʻomaka,ʻo ia, i kēia manawa o kona olaʻana,ʻaʻoleʻo David Ogilvy i kākau i kahi hoʻolaha. ʻAʻole kekahi manaʻo no kahi hoʻopuka no kahi pāʻani. ʻO kekahi poʻe e kapa aku i kēia hoʻokiʻekiʻe. ʻO kekahi poʻe, naʻaupō. Akā, ua hilinaʻiʻo Ogilvy i ka mea i kākoʻoʻia e ka hana ikaika, keʻano o ke aloha, a me keʻano o ka hana. Loaʻa iā ia he $ 6000 ma ke kapa. ʻAʻole maikaʻi no kaʻili o ka'eneke mālama waiwai o ka joe, akā,ʻaʻole pono he pono no kahi 'oihana hoʻolaha ma ka naʻau o New York. Mai kēia mau hoʻohaʻahaʻa haʻahaʻa, e kūkuluʻo Ogilvy i kahi aupuni.
"ʻAʻole ia he mea noʻonoʻo ke kūʻaiʻoleʻia." - David Ogilvy
ʻO ia kekahi o nā'ōlelo i ho'ākāka loaʻia ma kaʻoihana pāʻoihana, i kēia manawa i ka manawa eʻoi aku ka pili o kaʻoihana i ka lanakilaʻana ma mua o ka kūʻaiʻana i ka huahana.
Akā,ʻo kēia kaio i loaʻa aiʻo Ogilvy & Mather i ka holomua o ke ao holoʻokoʻa.
Ma waena o kekahi o nā pāʻani hiʻona i kōkua iā Ogilvy e hoʻokumu i kona kuleana ma keʻano he mea hoʻokani pila:
- Hawaiian Man in the Hathaway Shirt
- Aia ke kanaka mai Schweppes
- ʻO ka Rolls-Royce ad (Ma 60 mau mile i ka hora e kani nui loa ana ka leo nui ma kēia Rolls-Royce hou mai ka elele elele)
- Paenaʻo Pablo Casals i ka home - i Puerto Rico (ʻo Alexander Higher Achievement Higher)
- ʻO ka hanu hoʻokahi wale nō hapahā ka hoʻomaʻamaʻaʻana i kaʻaila
Ua kōkua ka hanaʻo Dove iā Dove i lilo i ka huapalapala maikaʻi loa i ka United States. Aʻo kēia hana i hanaʻia i kahi huakaʻi hau e kōkua iā'Oliilvy e loaʻa i nā mea waiwai nui e like me Lever Brothers, General Foods, Shell, a me ka American Express. ʻO ia nā makahiki gula no Ogilvy & Mather.
In a ma waho o ka Retirement
Ma hope o ka hoʻokumuʻana i kahi aupuni pāʻani, ua hoʻonohoʻo David Ogilvy i luna o Ogilvy & Mather i ka makahiki 1973, i kona 62 makahiki. Ua neʻeʻo ia i Touffou, kona waiwai hanohano ma Farani, kahi i noho aiʻo ia iʻehiku makahiki e hauʻoli ana i ka'āina. Akā i ka makahiki 1980, ua heleʻo Ogilvy mai ka hoʻomaha loa e lilo i pelekikenaʻo Ogilvy & Mather, India.
ʻAʻoleʻo ia i pane i kēlāʻoihana, ua liloʻo ia i hoʻokahi makahiki i pelekikena lōʻihi ma Ogilvy & Mather, Kelemānia, keʻena, a ke holo nei i kēlā me kēia lā ma waena o Touffou, Farani, a me Frankfurt, Kelemānia. He 902km lākou. He 560 mau mile, aiʻole ka mamao ma waena o Manhattan a me Cincinnati, Ohio. ʻAʻole maikaʻi loa no ke kanaka i kāna mau makahiki he 70.
I ka makahiki 1989, ua kūʻaiʻia ka Ogilvy Group e WPP. Ua hana kēia i ka WPP, i hakuʻia e Sir Martin Sorrell, kahiʻoihana kālepaʻoihana kālepa nui o ka honua. Ua kapaʻiaʻo David Ogilvy ma ka noho kūʻokoʻaʻole, he kūlana i mālamaʻia noʻekolu makahiki.
Ua makeʻo David Ogilvy i ka lā 21 o Iulai, 1999 ma kona home ma Touffou, Palani. He 88 makahiki kona. He inoa kaulana loaʻo ia ma ka hoʻolaha hoʻolahaʻana, a ua nui ka nui o kāna mau hoʻolaha i kū i ka hōʻoia o ka manawa. ʻOiaʻiʻo, hoʻokahi o nā mea nui.