David Ogilvy

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Some recent and mildly frustrating interactions with young marketing colleagues started me wondering about the amazing mentors whose generosity and wisdom shaped my own career. What’s happened, I asked myself, to the time-honored practice of mentoring?

What's got me grossed out and ticked off this time? Ogilvy & Mather teaming up with food technologists at McCormick — the folks behind the Colonel's secret mix of spices and herbs — to create edible finger nail polish for KFC Hong Kong.

Since this is the Target Marketer of the Year issue, let’s reflect on the great marketers of all time. Here are the mentors I wish I had. To this day I continue to read their work and marvel how their marketing philosophy, smarts and rules of the road apply directly to the data-mania environment of today.

Ad agency presidents are dazzlers at selling. David Ogilvy, Lester Wunderman and Frank Vos would show up to deliver the pitch. Hire the agency and you are lucky to see these brilliant sweet-talkers once every six months.

Tests have shown that a sentence of eight words is very easy to read; of 11 words, easy; of 14 words, fairly easy; of 17 words, standard; of 21 words, fairly difficult; of 25 words, difficult; of 29 or more words, very difficult; so this sentence with 54 words, counting numbers, is ranked impossible.

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