By Mark Tungate
Let's face it: advertisements is a type of industries that make you itch to tug again the curtain and have a look behind the curtain. Adland does simply that. It takes an international view of the improvement of ads, and utilizing first-hand debts from key figures it takes a difficult look at the way forward for advertisements as well.
The ebook contains fresh interviews with a number of the key avid gamers who formed the area of advertisements from the Nineteen Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO inventive legend; John Hegarty, Chairman and around the world inventive Director, BBH; Maurice Levy, President, Publicis workforce; George Lois, Madison road paintings director; Washington Olivetto, South America's most renowned adman; Sir Alan Parker, movie director, who talks approximately his early profession in ads within the Nineteen Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB all over the world; Kevin Roberts, CEO world wide, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.
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Additional resources for Adland: A Global History of Advertising (1st Edition)
Yet he remained a salesman at heart, constantly promoting his agency in speeches, in books, and socially. Although he disliked cocktail parties, he forced himself to go to them, because he claimed he could ‘smell billings’. In the 75th-birthday interview with Viewpoint (the agency’s internal magazine) he recalled, ‘I once went to a. . thing called the Scottish Council. They had a lunch in New York. . ’ In fact it took another lunch, this time in London – where Ogilvy had ﬂown to doorstep Burns after hearing that he’d sacked his existing agency – to secure the account.
But image was not the only key to a successful ad. Ogilvy was also a crack copywriter, often working until the early hours of the morning to polish the perfect pitch. The result was invariably compelling. Joel Raphaelson, a copywriter who joined Ogilvy’s agency in 1958, recalls: ‘Despite his air of breeding and sophistication, David never used complicated words when simple ones would do. ’ When he won the Rolls Royce account in 1957, Ogilvy produced 26 different headlines for the ﬁrst advertisement.
I was full of energy and determination. I was a young boy – and that intrigued people. The ﬁrst day I was out. . I was awarded this order of 22 Adland US $3,000. . which my predecessor could have landed any time before. ’ Albert certainly was, and he continued to bring in business, despite his later modest protestation that this was ‘largely as a result of the good work done by my predecessor’. Helped by a gift for spotting talents like John Kennedy and Claude Hopkins, Lasker rose smoothly to the top of the agency.