Nhoroondo Pfupfupi yeMashoko Anotambidzwa.
Kune mazita mashoma mumhizha iyo inofananidzwa nekutengeserana. David Ogilvy ndiye angave akakurumbira, uye anoremekedzwa, wemazita aya. Kazhinji zvinonzi "Baba Vekuzivisa" akasiya shure kwake nhaka yebasa rinoshamisa, masangano ane simba uye mabhuku akawanda akazofanira kuverengwa kune ani zvake anofungidzira nezvekupinda mubhizinesi rekutengesa.
Munhu weChirungu Anoberekwa uye Anonzi Bred
Akazvarwa muWest Horsley, England, musi waJune 23 rd , 1911, David Mackenzie Ogilvy akabva kumhuri ine nzira inonyoresa.
Kunyange zvazvo akapinda zvose Fettes College, Edinburgh, uye Christ Church, Oxford, akaita saizvozvo pasi pezvikoro. Bhizimisi rababa vake rakavhiringidzwa zvikuru panguva yekuora mwoyo, uye Dhavhidhi aifanira kuwana nzira yake yekutsigira basa rake rekudzidzisa.
Akakundikana Kupedza Kudzidza, Chef, uye Door-to-Door Sales
Kutsvaga nzira dzekutambira mumakumi matatu nemakumi makumi mashanu hazvifananidzi sezvavari nhasi. Vakawanda vanobudirira vanobudirira vakatanga pamigwagwa yakasiyana, uye David Ogilvy aiva mumwe wavo. Haana kumbopedza kudzidza kubva kuChechi yeChechi uye muna 1931 akadzokera shure kuEngland kuti ave mhizha paIndaneti Majestic, Paris. Yakapera gore rimwe chete, naOgilvy vachidzokera kuScotland kunotengesa Aga stove pasuo nesuo.
Pano, akanyora bhuku remirairo rine musoro unoti " Theory and Practice of Selling AGA cooker" kune mumwe mutengesi. Pakati pezvigadzirwa mukati ndeizvi: "Kana uchitarisira zvakawanda, iwe unowedzera kutengesa iwe, iwe uchawana mairairo.
Asi usambokanganisa huwandu hwekuda hunodiwa hwekutengesa. "
Fortune Magazine yakanzi ndiyo bhuku rakanakisisa rekutengesa rekudzidzisa iro rakanyorwa. Ichi chaiva chiratidzo chezvinhu zvikuru zvinouya.
Kudanwa kweAmerica
Ogilvy akati aende kuEngland muna 1938 ndokubva atamira kuAmerica, achisiya basa rakavhiringidzika shure kwake.
Akawana basa paGeorge Gallup's Audience Research Institute, uye akazotaura kuti yakanga iri simba guru pakukwanisa kwake kufunga, uye kuvimba nekutsvakurudza kwakarurama. Izvi ndizvo zvaizova nheyo dzekubudirira kukuru kwaOgilvy munyika yenhare chaiyo.
Hondo Yenyika II, National Security uye Amish
Unyanzvi hwaOgilvy nekuongorora, hutsika hwevanhu, kubhadhara, uye kusarura nyika kwakakwezva Intelligence Service paBritish Embassy muWashington. Pano akaita nhaurirano uye mazano ekuchengetedza "kushandisa nzira yeGallup kune minda yeunyanzvi hwekuvanzika." Ogilvy inonzi yakashandiswa kubudirira kukuru muEurope neEisenhower's Psychological Warfare Board.
Mushure mokushanda mumamiriro ezvinhu akadaro, ekunyengera kwepfungwa, Ogilvy akadzokera shure kutsvakurudza ndokutenga purazi duku muLancaster County, PA. Akararama pakati peAmish, achitungamirira hupenyu hwakachengeteka uye hune rugare kwemakore akawanda. Asi Manhattan akanga achidana, uye David Ogilvy akafara kupindura.
Makore Ekutanga Ogilvy & Mather
Muna 1948, ava nemakore 37 chete, David Ogilvy akatanga nhengo yake yekutanga. Yakanzi Hewitt, Ogilvy, Benson & Mather, kambani yaizova Ogilvy & Mather Worldwide. Zvechokwadi, Ogilvy akanga asiri mune iri oga.
Iyo kambani yakasimbiswa kumashure kweimwe sangano reLondon rakabudirira rainzi Mather & Crowther, iro rainyanya kushandiswa nemukoma wake Francis.
Chimwe chinoshamisa pamusoro pekutanga kwehurumende ndeyokuti, panguva ino muhupenyu hwake, David Ogilvy akanga asina kumbobvisa chiziviso. Hazvina mhedziso yehurukuro yevhangeri. Vamwe vanogona kudana uku kuzvikudza. Vamwe, upenzi. Asi Ogilvy akanga ane chivimbo pamusoro pake uyo aitsigirwa nebasa rakaoma, nyanzvi, uye charisma isingadziviriki. Akanga anewo $ 6000 mubhangi. Hazvina kuipa pamusana pegwaro rejoe rekuchengetedza, asi zvechokwadi haisi pfuma yebazi rinoshambadzira mumoyo weNew York. Kubva mavambo ekutanga, Ogilvy aizovaka umambo.
"Haisi kugadzira kunze kwekuti inotengesa." - David Ogilvy
Ndiyo imwe yemashoko ekutaurirwa zvakanyanya mumhizha yekutengesa, kunyanya iye zvino kana basa rakawanda rakanyanya kufambiswa nekukunda zvikwereti pane kutengesa mutengo.
Asi iyi ndiyo ethos yakagadzira Ogilvy & Mather kubudirira kwepasi rese zvokuti yakava.
Pakati pezvimwe zviratidzo zvekufananidzira zvakabatsira Ogilvy kusimbisa sangano rake semutambi aiva:
- Murume uyu muhembe reHathaway
- Murume uyu kubva kuSchweppes ari pano
- Mutambo weRolls-Royce (Pamakiromita makumi matanhatu neawa inzwi guru kwazvo iri muRills-Royce idzva rinobva kumagetsi ovha)
- Pablo Casals ari kudzokera kumba - kuenda kuPuerto Rico (Ogilvy anobudirira kubudirira)
- Njiva chete ndiyo imwechete yekunyora kamu cream
Mushandirapamwe weNjiva wakabatsira Dove kuva soda yakatengesa zvakanyanya muUnited States. Uye kubudirira uku kwakagadzirwa ne-snowball effect yakabatsira Ogilvy vatengi vakakurumbira vakadai seLever Brothers, General Foods, Shell, uye American Express. Aya aiva makore endarama yeOgilvy & Mather.
In and Out Out of Retirement
Akasimbisa umambo hwekuparidzira, David Ogilvy akadzika saSihlalo weOgilvy & Mather muna 1973, ava nemakore makumi matanhatu.Akatamira kuTouffou, unyanzvi hwake hwepamusoro muFrance, kwaakagara makore manomwe achifara kunogara kwemunyika. Asi muma1980, Ogilvy akabuda kunze kwekusiya basa kuti ave sachigaro weOgilvy & Mather, India.
Asingagutsikana nebasa iroro, akapedza gore seachigaro wechinguvana paOgilvy & Mather, Germany, hofisi, uye aifamba zuva rimwe nerimwe pakati peTouffou, France, neFrankfurt, Germany. Vane 902km kubva. Ndiyo makiromita 560, kana nzvimbo iri pakati peManhattan neCincinnati, Ohio. Hazvisi zvakaipa zvakanyanya kumunhu ari mumakore ake makumi manomwe.
Muna 1989 boka reOgilvy rakatengwa neWPP. Izvi zvakagadzira WPP, inotungamirirwa naSir Martin Sorrell, iyo inoshandiswa zvikuru yekutengeserana kwekambani. David Ogilvy akatumidzwa zita remasachigaro asiri mutungamiriri, nzvimbo yaakabata kwemakore matatu.
David Ogilvy akafa musi waJuly 21, 1999 kumba kwake muTouffou, France. Aive nemakore makumi mapfumbamwe nemashanu. Iye achiri zita rakakurumbira mukudhindisa, uye mazhinji emashambadziro ake akamira nguva yekuedzwa. Zvechokwadi imwe yemakaroti.