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Famous Last Words : Ogilvy Revealed

March 2009 By Denny Hatch
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The stories include how he built his agency, developed his philosophy of advertising, acquired blue ribbon clients, fought the powers within who wanted to acquire other agencies, tried to fight off being acquired himself by Martin Sorrell (whom he called an “odious little shit”) and finally retired in his 60s, only to be called back repeatedly to jump in and save the agency’s bacon time and time again. Of great value to anyone in the field are the tales of how Ogilvy got worldwide recognition for such diverse, little-known products as Hathaway shirts, Schweppes, Puerto Rico and Dove soap, and turned them into corporate powerhouses.

My favorite story was that of the executive in an adjoining office from whose cigar humidor Ogilvy regularly pilfered. Finally in desperation, the executive left a note in it: “David, if you like these cigars, don’t steal them. I’ll buy you a box.” The next day he found a note in Ogilvy’s handwriting:

It wasn’t me.—David

Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the online newsletter, Denny Hatch’s Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.


 

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