Learnings from Ogilvy

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Leadership

  • An effective leader is the one who satisfies the psychological needs of his followers.
  • “What can you do to keep sibling rivalry under control? You can be fair, and you can avoid playing favourites. The executive is inevitably a father figure. To be a good father, whether it is to his children or to his associates, requires that he be understanding, that he be considerate, and that he be human enough to be affectionate.”
  • Hiring potential leaders or future leaders: Have they had leadership experience between the ages of 18-22 ? Odds are they will emerge as leaders in middle life.

Headlines

  1. On average, five times as many people read the headline as the body copy.
  2. Headline needs to promise a benefit, provide a call-to-action and help the user reached their ‘desired state’.
  3. Headlines with news are recalled by 22% more people than ads without news e.g. announcement of a new product, improvement etc.
  4. Headline hooks: saving money, helpful information, being popular/ receiving compliments.
  5. Helpful information is read by 75% more people than copy which deals only with the product.

Images

  • ‘Story appeal’ encourages┬áthe reader to find out what the image is communicating and how it supports the text.
  • Use of unique elements that may not traditionally fit in e.g. eyepatch on a bartender.