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

300 Pages·2009·1.04 MB·English

by  Kenneth Roman

The King of Madison
Avenue

David Ogilvy and the Making of Modern
Advertising
Kenneth Roman
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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 hith-
erto 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 his-
torical 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 unique-
ness 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 ad-
vertising. 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 con-
victions 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 any-
one 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 adver-
tising history.”
—Martin Mayer, author of Madison Avenue USA
“A fascinating portrayal of a unique life and the contribution made to an evolving in-
dustry. Really well done.”
—Carlo Vittorini, former publisher, Parade
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“Ken Roman has drawn a vivid, flesh-and-blood portrait of one of the giants of twenti-
eth 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,
formerNew York Times advertising columnist
“Nobody ever need write another word about David Ogilvy, now that Ken Roman has
writtenThe 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 Manat 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
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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 Worksworks.”
—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.
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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 Advertiseis 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 Advertiseis comprehensive and practical. The experience of the authors is evi-
dent 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
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ALSO BY KENNETH ROMAN
How to Advertise,with Jane Maas
Writing That Works,with Joel Raphaelson
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T H E
K I N G O F
M A D I S O N
AV E N U E
DAVID OGILVY AND THE MAKING OF MODERN ADVERTISING
KENNETH ROMAN
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THEKINGOFMADISONAVENUE
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: 978–1–4039–7895–0
ISBN-10: 1–4039–7895–6
Library of Congress Cataloging-in-Publication Data
Roman, Kenneth.
The king of Madison Avenue : David Ogilvy and the making of modern ad-
vertising / by Kenneth Roman.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978–1–4039–7895–0
ISBN-10: 1–4039–7895–6
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.
First edition: January 2009
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
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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 YorkerHathaway 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 fifti-
eth anniversary, “Ogilvy” logo—courtesy Ogilvy & Mather
(cid:2)
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 andThe 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 with
permission of World of Wonder Ltd.
David Ogilvy papers, American Association of Advertising Agencies
David Ogilvy talk, “We Sell. Or Else.” Association of National Advertisers
David Ogilvy papers, Manuscript Division, Library of Congress, Washington, DC. Do-
nated to the Library 1965. Dedicated to the public and opened January 8, 1990
Barton Cummings papers, Archives Center, National Museum of American History,
Smithsonian Institution, Washington, DC
David B. McCall and Jock Elliott papers, John W. Hartman Center for Sales, Advertis-
ing & Marketing History, Rare Book, Manuscript, and Special Collections Li-
brary, Duke University, Durham, NC
Rosser Reeves papers, Wisconsin Historical Society, Madison, WI
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For Ellen,
who married the agency
as well as the author