On advertising, we believe in David Ogilvy’s rules for success. Here's why! 📚

Aug 23

In the limitless world of social media, it's easy to believe that the world of advertising has changed. But while there are new mediums available for advertisers to let brands shine before consumers, many of the core principles around ads haven't changed that much. Because while times change, people don't. So, to understand why some ad campaigns succeed and others don't, it's important that us advertisers remember the most important thing… The consumer! And when it comes to understanding people and how they might respond to an ad, who better to turn to than the ageless wisdom of David Ogilvy? Today, we're talking about Ogilvy, and why we believe in his rules for success.

Who was David Ogilvy?

David Mackenzie Ogilvy, born in 1911, was an advertising executive. Perhaps best known for founding Ogilvy & Mather, Ogilvy is synonymous with the birth and rise of ads as we know them today.

What were his rules for success?

David Ogilvy has provided advertisers with a vast wealth of knowledge and marketing insights, gained from his wildly successful and celebrated career. But his infamous rules have garnered him a fair share of criticism, too. As he writes in his infamous, 'Ogilvy On Advertising':

“I am sometimes attacked for imposing ‘rules.’ Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli.”

It is this exact statement, "I hate rules", that would grace the cover of many of the same book's editions. Despite hating rules (and who can blame him?) Ogilvy's reports on consumer reactions have inspired generations of advertisers. We know because we are no exception! So what are Ogilvy's thoughts 'on advertising'? And why are they relevant now, even in the digital world?

DO YOUR HOMEWORK

“You don’t stand a tinker’s chance of producing successful advertising unless you start by doing your homework.” Wise words to live by! Research is the backbone of all good advertising.

POSITIONING

While the term is debated, Ogilvy defines positioning in advertising as: “what the product does, and who it is for.” It’s that simple. Show your target audience what the product does and that it is made with them in mind.

BRAND IMAGE

Creating a personality for your brand has never been more important. In fact, the entire influencer market has evolved thanks to this exact principle. People like people, so brands with a human face, or a strong, human-like personality will always shine through.

MAKE THE PRODUCT THE HERO

Whenever you can, make the product itself the hero of your advertising. If your ad doesn’t absolutely believe in your product, the consumer won’t.

REPEAT YOUR WINNERS

When something works, use that. Compare The Market has been using their famous meerkat mascots for years, and with good reason. People instantly recognise them! If a component of your campaign works, keep using it until it doesn’t. In the digital age, this is especially relevant. With analytics and insights, advertisers have never been given a better opportunity to recognise what works and what doesn’t.

PURSUIT OF KNOWLEDGE

Trends come and go, but what should remain constant for all advertisers is our thirst to learn more. People are complicated, so learning what makes them tick is a lifelong endeavour.