The King of Madison Avenue by Kenneth Roman

“In writing ads, act as you would if you met the individual buyer face to face. Don’t show off. Don’t try to be funny. Don’t try to be clever. Don’t behave eccentrically. Measure ads by salesmen’s standards, not by amusement standards.”

Who is David Ogilvy? Many, including this reader, proclaim him as their main inspiration for entering the advertising field. Why? There are three reasons: 1) Ogilvy’s working philosophy was not the 1960s smoke-filled business pitch as seen in AMC’s Mad Men. He always professed to “sell” the product through detailed feature descriptions and speaking directly to his audience. 2) He interacted and had meaningful relationships with so many assorted major thinkers of the twentieth century that these experiences could be distilled into a damn good film on their own right. 3) The subject of this biography lived nearly 30 years of his life in one of the oldest châteaux in France, Touffou.

David Ogilvy was larger than life and his mixed heritage only accounts for part of his eccentricities. Born on June 23, 1911 in England to a Scottish father and an Irish mother, Ogilvy would eventually attend Oxford on scholarship before eventually dropping out to work numerous jobs in Paris. Finally settling down as a waiter at the elusive Hotel Majestic, Ogilvy learned the art of presentation and preparation. When his successful brother ordered him back to England to help him sell Aga Cooker Stoves. Ogilvy offered free cooking lessons to all housewives who allowed him to demonstrate the stove’s features at their home. He was an instant hit and turned the product into an exclusive status symbol almost overnight in England. Even the Queen wanted one.

Widely considered the most famous automotive ad of all time and Ogilvy's best. The ad was so successful for Rolls-Royce "they don't dare run the ad again for fear of running completely out of stock."

Throughout his career, Ogilvy became known as the odd man out in the world of American advertising when he moved to New York City and opened a small shop. Before Ogilvy, British advertising borrowed heavily from whatever sold in America. Ogilvy’s work consistently proved that the consumer was smart and should be treated as such. He was also one of the first to hire a multi-racial staff. He was also one of the first to decry advertising awards as “distracting” and offered monetary awards to his staff for sales generated over “creativity.”

The man in the Hathaway shirt. His famous eye patch helped to sell more shirts in the ad's initial run than were available.

Kenneth Roman, the former chair and CEO of Ogilvy & Mather (pronounced May-ther), Ogilvy’s ad firm, has created a startling case for his former boss. Ogilvy was a dynamic creature that never held back in expressing his colorful opinions. Ogilvy would tell that you he is only remembered because he “outlived his betters.” Ogilvy is remembered because he was so productive even until his death. He never quite left the public eye or stopped writing.

Early ad for the Aga Cooker featuring Edouard Manet's Luncheon on the Grass. Both were considered controversial when they were first released.

Ogilvy wrote two autobiographies during his lifetime but it is Roman’s that offers the Ogilvy we cherish. There are many parts of Ogilvy’s philosophy that I disagree with, but it is hard to criticize a person that placed as much value on research as he did. Almost nobody bested Ogilvy in any argument and he was self-aware of his genius. Perhaps that is his most admirable quality.

One of Ogilvy's most famous quotes with the Russian dolls that inspired it.

If you are going to read any book on advertising, it should be Ogilvy’s Confessions of an Advertising Man. If you want to read a biography on the man who helped to form much of our contemporary view of core principals of brand image this is your book. Roman was in the best position as a friend and co-worker for so many years to write Ogilvy’s “second opinion” biography. The book is worth a read if only to check out his teen years and the section detailing Ogilvy’s involvement with the OSS during WWII.