The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising

289 Pages·2010·1.3 MB·English

by  Kenneth Roman

PRAISE FOR THE KING OF MADISON AVENUE

“This brilliant biography is like the tip of a gorgeous iceberg. It dazzles and
below is a mass of weighty research. Kenneth Roman enchants us with his
account of the life and times of David Ogilvy, who towered above the world of
advertising. Below is the hitherto hidden work of a wartime agent. Churchill, we
are reminded, galvanized an entire wartime navy with words written on one side
of a small sheet of paper. Ogilvy excited the public with similar brevity. The
story is told swiftly. The voluminous research will fascinate those who want to
know why it was vital to paint a background of grave historical events in this
portrait of a singular man. It should be read by all, in or out of salesmanship.”
—William Stevenson, author, A Man Called Intrepid

“At last! The definitive biography of the most influential advertising executive
with whom I had the pleasure of working. Ken Roman has brought more of
David’s uniqueness to light. A great read.”
—Jack Keenan, former CEO, Kraft Foods International
and Diageo PLC Wine and Spirits
“A great biography of a truly great man. David Ogilvy rewrote the book on
modern advertising. With The King of Madison Avenue, Ken Roman tells his
story in a fashion that is worthy of David’s accomplishments. Extensively
researched and very well written.”
—Philip Carroll, former CEO, Shell Oil

“A terrific read! David Ogilvy was unquestionably the King of Madison Avenue.
This intimate portrayal makes clear Ogilvy’s inspiring leadership of his agency.
Ogilvy’s convictions about what made for effective advertising—it sells—are
clearly described as is his brilliant personal salesmanship in winning new
clients.”
—Ron Daniel, former managing partner, McKinsey & Co.
“A most interesting book. It is a sensitive account of the career of this complex
man who so successfully melded intuition and analysis. It should be compulsory
reading for anyone contemplating a career in advertising or communications.”
—Sir Michael Angus, former chairman, Unilever

“David and Leo were very different types but great mutual admirers. Ken
Roman’s book is thoroughly researched and very well written. The boss would
be proud of him.”
—Cap Adams, former CEO, Leo Burnett Co.

“A wonderful job recounting the life of so complicated a person. Beautifully
written.”
—Harold Burson, founder, Burson-Marsteller Public Relations

“A surprisingly interesting book about one of the most remarkable characters in
advertising history.”
—Martin Mayer, author of Madison Avenue USA

“A fascinating portrayal of a unique life and the contribution made to an
evolving industry. Really well done.”
—Carlo Vittorini, former publisher, Parade

“Ken Roman has drawn a vivid, flesh-and-blood portrait of one of the giants of
twentieth century business, and reminds us that David Ogilvy’s revolutionary
insights into the souls of consumers are still worth more than all the advertising
algorithms underlying the Internet.”
—Randall Rothenberg, President & CEO, Interactive Advertising Bureau,
former New York Times advertising columnist
“Nobody ever need write another word about David Ogilvy, now that Ken
Roman has written The King of Madison Avenue. It’s the definitive biography of
the most amazing man the advertising business has ever known. This is the
fairest, most thoughtful, most complete and most human biography of that
flawed genius we are ever likely to get. The King of Madison Avenue is to other
biographies as David Ogilvy’s advertising was to that of other agencies: simply
superior. Everyone who ever knew David Ogilvy will find something about the
man they didn’t know, and those who never knew him will have a rollicking
good time getting to know him. This has to be the most readable book ever
written about advertising.”
—Bruce McCall, New Yorker writer and illustrator
“Having read Confessions of an Advertising Man at least seven times, I thought I
knew all there was to know about David Ogilvy. I was wrong. In The King of
Madison Avenue, Ken Roman has shown me a David Ogilvy that no one has
ever seen before. It’s a must read for anyone in or out of the advertising
business. Ogilvy was brilliant and surely one of the original ‘Mad Men.’ My
only regret is that Cary Grant has passed on. He would have been a great David
Ogilvy in the movie that will surely be made of The King of Madison Avenue.
—Jerry Della Femina, Chairman and CEO,
Della Femina/Rothschild/Jeary & Partners

PRAISE FOR KENNETH ROMAN’S
PREVIOUS BOOKS

Writing That Works
“I don’t believe you can get to the top today in any organization if you can’t
express yourself clearly. And here’s the only guide you’ll ever need. Writing
That Works works.”
—John Mack Carter, former President, Hearst Magazine Enterprises
“Clear, concise communications that make the right point will launch your career
or business to new heights.”
—Robert Seelert, Chairman, Saatchi & Saatchi PLC

“In advertising, the challenge is to find the one simple, inspired thought. . . . This
book helps all of us.”
—Peter Georgescu, Chairman Emeritus, Young & Rubicam Inc.

“Roman and Raphaelson offer an abundance of practical tips for helping your
written and oral communications.”
—William C. Steere, Jr., Former Chairman and CEO, Pfizer, Inc.

How to Advertise
“Worth its weight in gold.”
—David Ogilvy

“Without pulling any punches, the book tells readers what works.”
—Dallas Morning News

“How to Advertise is a timeless treasure of the enduring principles that everyone
in the advertising supply chain—those who create, place, manage, review and
approve—should read over and over again. It’s the definitive roadmap to
creating great work.”
—James Speros, Former Chairman, Association of National Advertisers
“How to Advertise is comprehensive and practical. The experience of the authors
is evident on every page. I would certainly recommend it to anyone who wants
to get a real-world understanding of the many issues involved in using
advertising effectively.”
—Don Sexton, Professor of Business, Columbia University
ALSO BY KENNETH ROMAN

How to Advertise, with Jane Maas
Writing That Works, with Joel Raphaelson
THE KING OF MADISON AVENUE
DAVID OGILVY AND THE MAKING OF MODERN ADVERTISING

KENNETH ROMAN
THE KING OF MADISON AVENUE
Copyright © Kenneth Roman, 2009.
All rights reserved.
First published in 2009 by PALGRAVE MACMILLAN® in the US-a division of
St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010.
Where this book is distributed in the UK, Europe and the rest of the world, this is
by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered
in England, company number 785998, of Houndmills, Basingstoke, Hampshire
RG21 6XS.
Palgrave Macmillan is the global academic imprint of the above companies and
has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States, the
United Kingdom, Europe and other countries.
ISBN-13: 978-0-2302-3632-5
Library of Congress Cataloging-in-Publication Data
Roman, Kenneth.
The king of Madison Avenue : David Ogilvy and the making of modern
advertising / by Kenneth Roman.
p. cm.
Includes bibliographical references and index.
1. Ogilvy, David, 1911–1999. 2. Advertising executives—United States—
Biography. 3. Advertising agencies—United States—History—20th century. 4.
Advertising—United States—History—20th century. I. Title. II. Title: David
Ogilvy and the making of modern advertising.
HF5810.O34A3 2009
659.092—dc22
[B]

2008040118
A catalogue record of the book is available from the British Library.
Design by Letra Libre, Inc.
10 9 8 7 6 5 4 3 2 1
PHOTOGRAPHS AND ART CREDITS

Cover photo © Annie Liebovitz/Contact Press Images
Author photo © Michael J. Leu
Fettes illustration—courtesy Fettes College
Fleet Street—David Ogilvy papers, Manuscript Division, The Library of
Congress
Francis Ogilvy and family—courtesy Ian Ogilvy
David Ogilvy and wife Melinda in Lancaster—courtesy Warren M. Peter Posey
The New Yorker Hathaway cartoon © The New Yorker Collection 1952 Carl
Rose from cartoonbank.com
David Ogilvy with advertisements © Erich Hartmann/Magnum Photos
David Ogilvy on ship, in garden at château—courtesy Ogilvy & Mather and
Herta Ogilvy
Hall of Fame—courtesy Ogilvy & Mather and American Advertising Federation
Château de Touffou © Nick Evans
Ogilvy & Mather staff photo, David Ogilvy at training program, Ogilvy &
Mather fiftieth anniversary, “Ogilvy” logo—courtesy Ogilvy & Mather

TEXT PERMISSIONS

Excerpts are cited with permission from the following:
Tutor reports from Oxford, Christ Church College
Confessions of an Advertising Man © 1963 by David Ogilvy Trustee. Simon &
Schuster
OBM 125 Years © 1975 Stanley Pigott, Ogilvy & Mather London
The Pump House Gang © 1968 Tom Wolfe
Ogilvy on Advertising by David Ogilvy © Random House 1983
David Ogilvy: An Autobiography © 1997 David Ogilvy. John Wiley & Sons,
Inc.
Aga: The Story of a Kitchen Classic © 2002 Tim James, Absolute Press, Bath,
England
Leo Burnett-David Ogilvy correspondence © Leo Burnett Worldwide, Inc. 2006
Corporate Culture and The View from Touffou © Ogilvy & Mather Worldwide
David Ogilvy as I Knew Him© 2008 Michael J. Ball
Material from the documentary David Ogilvy: Original Mad Man© 2008 used