David Ogilvy, iintengiso uyise biography kumntu Ogilvy & Mather

David Ogilvy, umseki edume arhente zeentengiso Ogilvy & Mather, umbhali nobungcali zentengiso kunye ntetho lweetekisi, enye yala madoda kakhulu ngempumelelo iintengiso kwinkulungwane yama-20. Iingcali kwinkalo yophando kwimarike zentengiso bayaqonda ukuba nguye 'uyise izibhengezo ", nekhono layo phambi kwempahla karhulumente indlela elula, nakuba iphuhlise ayiyontetho yemihla ngemihla sokuphuhlisa bonke intengiso wahlukile. Ngowe-1962, iphephancwadi iTime odumileyo ogama Ogilvy "umlingo uthandwayo kushishino intengiso mihla."

David Ogilvy: Biography kunye ekuqaleni Endleleni zentengiso

Ikamva "uyise izibhengezo" wazalwa kaJuni 23, 1911 kufuphi London kwaye mncinane, umntwana yesihlanu ekhaya. Ukususela kwasebuntwaneni ekuqaleni, uDavide wayeyixhalabele ngengxaki umholo. Kodwa abazali babecinga ukuba ulutsha kufuneka bafunde. David weMfundo ePhakamileyo Ogilvy waba. Ngowe-1984, ephendula umbuzo malunga umtshana wakhe kufuneka nezifundo eyunivesithi, wayiqhubela inani lamanqaku ezahlukeneyo, enika umntu oselula ukhetho. Society udinga iinkokheli - wayekholelwa aphikisane ukuba umsebenzi ophumelelayo kunokwenziwa ngaphandle kokufumana idiploma. Weza kwesi sigqibo, ukufunda kancinane e-Edinburgh Oxford, kodwa kungekudala waqalisa ukusebenza kwaye bashiya ingcamango yemfundo.

Ngenkulungwane yama-20, umsebenzi intengiso zabonakala zixhaphake kakhulu. Ngokuthe ngcembe, intengiso iya isiba yenye yeendlela ekhokelela kuloyiso kwiimarike. Noko ke, loshishino izibhengezo zentengiso, kwakunye nezinye amashishini ezininzi, kubalulekile ukuba uphathe Kwakufuneka iingcamango, kwakudingeka ukuba kufike abantu, umququzeleli abanetalente, ukwazi ukuba novakalelo kubathengi, ukuze wazi ukuba ufuna eluntwini, apho byi ingqalelo "iphefumla". Yamakhulu amawaka abantu yokwazisa loshishino ukukwazi phambi imveliso ekunene abazange babe ziingcali ezininzi. An abadala uDavide Ogilvy echazwe ngeliso kokungena kwakhe abarhwebi: yena akasebenzi, kungekho amava, akukho imfundo, sele eneminyaka ubudala onesidima, wayengazi nto malunga intengiso yaye ubengazi ukuba ukubhala ngayo ikopi izibhengezo. Kodwa ndifumene arhente ukuba wathabatha ithuba ayise ukusebenza.

Advertising career

Kunye kweminyaka emithathu kamva Devid Ogilvi kwi Advertising wayesazi phantse yonke into, waba yimbangi idumileyo ehlabathini iitekisi zentengiso, i-arhente yentengiso kunye nomphathi. Namhlanje kusekho izimvo zakhe agqibe Ebudeni benye yee-arhente intengiso sikhulu ehlabathini, kwakunye nefuthe ukuyilwa kwizizukulwana ezintsha ezentengiso. intengiso david Ogilvy akazange nje elula nomxholo, kodwa babe yinxalenye yenkcubeko uze usete imodeli elizayo. Wakwazi ukufumana ungaziva iindlela ezingcono ukuthengisa iimveliso. iinkonzo zawo imali eninzi kakhulu ukuba kuthakazelelwa, yaye umsebenzi wakhe ikhwele nayiphi kumthengisi.

Yintoni Kufuneka ube ngumntu owenza intengiso ngempumelelo?

Ngokutsho kuDavide Ogilvy, ogama engobomi inxulunyaniswa izibhengezo, ukuze baphumelele kulo mhlaba kufuneka abe neempawu ezifana nokuzeyisa-amadlala, izakhono zobunkokeli, ingqondo analytical, nokucinga. Yiyo le iseti yaye wanceda uDavide Ogilvy ukwenza umsebenzi kule shishino. amava Life kunye netalente emvelo umbhali akukho ngokulityhala nje oko kwishishini zentengiso, kodwa bayakhuthazwa ukuba babhale ikopi intengiso. Enyanisweni, waba ngowokuqala odumileyo copywriter yobungcali. David Ogilvy on Advertising Ndinokuqonda kakhulu kunabanye, esazi ukufumana indlela iinkcukacha ezenza kube nempumelelo kwaye zithembisa.

Ogilvy & Mather kunye nabathengi

Ngowe-1948, uDavid Ogilvy ivula arhente Hewitt, Ogilvy, Benson & Mather. I-arhente akanayo ngexesha yokuvulwa umthengi enye, yaye ziquka ababini abantu. Nangona kunjalo, nje isibini leminyaka le nkampani iye ube yinkokeli elaziwayo emarikeni iinkonzo zentengiso. Imali yonyaka-arhente baqalisa ukwenza eerandi ngaphezu billion ezilishumi, kunye nentloko inkampani eyaziwayo njengoko copywriter enkulu eMelika. arhente Advertising Ogilvy & Mather wadalwa ngemigaqo yobungcali, apho kubonakala ngokupheleleyo amava, umbono kunye nezimvo kaDavide Ogilvy. Waye ozelwe ngumthengisi, niqonde ukuba intengiso kufuneka kuqala kwiinto zonke, ukuba athengise, kwaye wayesazi oluninzi amacebo kunye namacebo ukwandisa yokuthengisa. Ngexesha elifutshane uDavide Ogilvy wathabatha indawo ngokuqinileyo abarhwebi. Ogilvy & Mather phakathi abathengi kule minyaka ziye iinkampani ezifana Schweppes, Rolls Royce, DHL, Coca Cola Company, IBM, The New York Times, Adidas kunye nabanye abaninzi.

Izinto ukwenza kwihlabathi intengiso Ogilvy

Lonke ulwazi lwakhe, eziplangeni zonke ezo mali kweentengiso kunye nendalo balo ngempumelelo inkqubo yokwazisa indoda enkulu lowu kwiincwadi zakhe, leyo zaye zabandakanywa kwi-mali segolide advertologii zehlabathi yinkcubeko yaseMelika. Ekubeni amacebiso ezininzi uDavide Ogilvy iimpahla nje kuphela ngalo, kodwa babe nendlela nezaziwayo. Ezibaluleke kakhulu kwaye kubalulekile ukuba naluphi lomthengisi abasaqalayo, a copywriter, incwadi "arhente ISityhilelo zentengiso." Lo msebenzi yaguqulelwa ngeelwimi ezili-14 ehlabathini, ukusasazwa ogcweleyo imibhalo engaphezu kwesigidi.

Namhlanje, zonke lwabaqalayo, kufuneka ingcebiso ekuqaleni umendo walo msebenzi ukufunda le ncwadi. Ogilvie luveza iimfihlelo zehlabathi izibhengezo, oko kwenza kucace indlela yokoyisa abathengi, iintetho ngomahluko phakathi ileta elungileyo yokuthengisa. Le ncwadi iya kunceda abo isigqibo ngokupheleleyo into afuna ukuba kobu bomi, ukuze aqonde ukuba lo msebenzi ntengiso esifanelekileyo. David Ogilvy sivuma ibalisa zonke iingenelo neengozi lo msebenzi.