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by Kenneth Roman
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Professionals & Academics
  • Author:
    Kenneth Roman
  • ISBN:
    1403978956
  • ISBN13:
    978-1403978950
  • Genre:
  • Publisher:
    St. Martin's Press (January 6, 2009)
  • Pages:
    304 pages
  • Subcategory:
    Professionals & Academics
  • Language:
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    1669 kb
  • ePUB format
    1507 kb
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  • Rating:
    4.5
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    895
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David Ogilvy rewrote the book on modern advertising, and with The King of Madison Avenue, Ken Roman tells his .

David Ogilvy rewrote the book on modern advertising, and with The King of Madison Avenue, Ken Roman tells his story in a fashion that is worthy of David's accomplishments. Give this book to any young person thinking about going into advertising. He lives in New York City.

Start by marking The King of Madison Avenue: David Ogilvy . A This book much like David Ogilvys career in Advertising starts off like a whirlwind and is full of interesting stories and thoughts on advertising.

Start by marking The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising as Want to Read: Want to Read savin. Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world. And then like the second half of his career it's like a flickering candle that get's dimmer but refuses to go out.

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Kenneth Roman (born September 6, 1930 in Boston, Massachusetts) is a former CEO of Ogilvy & Mather Worldwide, the advertising agency founded by David Ogilvy.

Kenneth Roman (born September 6, 1930 in Boston, Massachusetts) is a former CEO of Ogilvy & Mather Worldwide, the advertising agency founded by David Ogilvy. He joined the firm in 1963 and served as Chairman from 1985 to 1989. After 26 years with the firm, he joined American Express in a senior communications role before becoming a consultant, board director and author.

Электронная книга "The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising", Kenneth Roman. Эту книгу можно прочитать в Google Play Книгах на компьютере, а также на устройствах Android и iOS. Выделяйте текст, добавляйте закладки и делайте заметки, скачав книгу "The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising" для чтения в офлайн-режиме.

He lives in New York City.

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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. Philip Carroll, former CEO, Shell Oil. A terrific read!

David Ogilvy rewrote the book on modern advertising. 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.

Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

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From the former CEO of Ogilvy & Mather, the first biography of advertising maverick David Ogilvy

Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint.

The King of Madison Avenue is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as:

* "The man in the Hathaway shirt" with his aristocratic eye patch* "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S.* Perhaps the most famous automobile headline of all time--"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."* "Pablo Casals is coming home--to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement.* And his greatest (if less recognized) sales success--"DOVE creams your skin while you wash."

Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.


Ynneig
Kenneth Roman, former chairman and CEO of Oglivy and Mather, chronicles the life and influence of advertising pioneer and maverick David Oglivy in "King of Madison Avenue."

Oglivy was one of the most famous men in advertising. Upon his death in 1999 at age 88, advertising executive Jerry Della Femina said, "He (Oglivy) will be the last advertising man whose death will be marked on the front of the New York Times."

In 1935, the 24-year-old Oglivy joined an advertising agency in London owned by his older brother. He went on to work for Gallup and British Intelligence in World War II before starting his own agency in 1948.

The 1950's was the golden age for Oglivy's advertising company. He handled accounts such as Helen Rubenstein, Dove, Hathaway Shirts (the man with the eye patch), Schweppes and Rolls Royce. The agency was so successful by 1957 that Oglivy turned away 50 clients that year.

In the 1960's, Oglivy handled accounts such as Sears, General Foods, Shell, American Express and Campbell Soup. But Oglivy's agency was not on the front lines of the creative revolution of the 1960s and 1970s.

Oglivy is perhaps best known for being the "apostle of brand image." He believed that every ad is part of a long-term investment in the personality of the brand.

He also believed that advertising is based on the ability to sell, not entertain, and that it should be based on research about what consumers want. He said there was nothing clever about good advertising. That it is a question of common sense and obeying certain proved principles.

Oglivy is also well known for his comment, "The consumer is not a moron. She's your wife. Don't insult her intelligence."

Oglivy retired in 1973 and sold the agency in 1989. The 1990s marked a downward spiral for Oglivy and Mather, which once had been the third largest advertising agency in the country.

Roman offers a balanced view of Oglivy, portraying his eccentricities and shortcomings. He points out that Oglivy, a product of the print generation, was slow to appreciate television and the power of music to evoke emotion and sell products.

This book is interesting, thoroughly researched and well documented. Roman writes well and never lets the book bog down in places where it might have.
Reemiel
When Author Kenneth Roman was a 33-year-old account executive at what was to become the storied Ogilvy & Mather ad agency, David Ogilvy (the king) wrote a letter to one of Roman's clients. "After listing eight reasons why some ads prepared by the company's design department would not be effective, he delivered his ultimate argument: `The only thing that can be said in favor of the layouts is that they are `different.' You could make a cow look different by removing the udder. But that cow would not produce results.'"

That word picture was classic Ogilvy. Advertising must produce results--they must sell products. His sales background (door-to-door stove sales in England) fueled his impeccable copyrighting talent. His distinctive ideas on ad design and copy (including his 39 rules of advertising) earned him a spot in the Advertising Hall of Fame. He was mentored in excellence by a French chef and this book is a feast of ad wisdom, insight and a back-to-ad-basics for new and experienced communicators. His body of work was memorable: Hathaway shirts (the black eye patch man), Maxwell House Coffee (good to the last drop), and the most famous auto ad of all time ("At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.").

I often skip boring chapters. Not this book. I read every page. I underlined insights and ideas on more than 100 pages. This inside-advertising love letter was good to the last page. More than 35 years ago, having read Ogilvy's 1963 best-seller (one million copies), Confessions of an Advertising Man, I was immediately hooked on advertising. Author Kenneth Roman, who rose to chairman and CEO of Ogilvy & Mather, understands leadership. His page-turning anecdotes in this book, peppered with Ogilvyisms and astute management commentary (how you build an organization), put this on my "must-read-again" list.

Start by reading "The True Church," Roman's chapter on creating corporate culture (the color red was the king at Ogilvy & Mather). Then you'll find the biography chapters more interesting. Ogilvy, Scottish kilt and all, messed up his personal life frequently (three marriages), but he was big on integrity. Go figure. Today there are 359 offices in 100 countries and the Ogilvy & Mather corporate logo is Ogilvy's signature.
olgasmile
I read Ogilvy on Advertising back in the 1970's when I was looking for work, not because I wanted to go into Advertising but because I wanted to do a better job of selling myself. Although it was a tough nut then as it is today, I did pick up pieces of information about how to stand out from the crowd from Ogilvy. So when I came across this book, I thought I would revisit the Ogilvy story.

I think the first half of this book would be greatly valuable to young people particularly young men. It's easy to get discouraged when things don't work out the way you want them. You had advantages and squandered them. Or, you had disadvantages that prevented you from achieving what you wanted to achieve. You had talent but found yourself in the wrong field. You went to the wrong college or majored in the wrong subject. You took the wrong job with the wrong company It might sound contradictory but David Oglivy's story has elements of all of these things. It also shows how much chance and being prepared to take advantage of unexpected opportunities play a role in success. It gets you to think if there was one route to success, there would only be one successful person. His clear headed vision of what advertising should do (sell the products) may seem trite and obvious but not if you can do it with the flair of a David Ogilvy.

Don't let the cover photo scare you. Why someone who was in advertising chose that picture for the cover of the book, I'll never know. It is a very valuable book despite the cover.