I just finished reading ‘Ogilvy on Advertising’.
After personally overseeing many frustrating marketing campaigns in 2018, this book hit me like a bolt of lightning and was easily a top five read in the last 12 months.
Here’s a thread of my favorite takeaways:
Ogilvy viewed advertising not as an art form, but as a medium of information designed to SELL.
“When Aeschines spoke they said, ‘How well he speaks.’
But when Demosthenes spoke, they said “Let us march against Philip.’”
We advertise to elicit action, not the praise of peers.
“Everyone involved has a vested interest in prolonging the myth that all advertising increases sales to some degree. It doesn’t.”
My takeaway: don’t ask a CMO about how effective their ads are. Ask the COO, the CFO, and the CEO. If the marketing is pumping, they’ll know for sure