廣告大師奧格威

The Unpublished David Ogilvy

[基本信息/Product Details]

Publisher : Profile Books; Main edition (6 Dec. 2012)

Language : English

Paperback : 204 pages

ISBN-10 : 1781250871

ISBN-13 : 978-1781250877

Dimensions : 14 x 1.1 x 21.6 cm

頁面參數僅供參考，具體以實物為準

[書籍內容/Book De*ion]

豆瓣高分推薦

奧格威被《時代》週刊稱為“最搶手的廣告奇才”。奧美廣告公司在其管理領導下，在只有兩名員工，沒有客户的情況下，發展成在全世界設有幾百家公司的大廣告公司，聲譽卓著。這是一本選集，是奧美全世界各地分公司聯手合贈給奧格威的生日禮物。這本集子裏的東西都是過去沒有發表過的奧格威的私人書信和備忘錄，不變的是作者的信念：廣告不應該視為一種藝術形式的表現。廣告的正當功能就是“銷售”——不是娛樂大眾，也不是運用你的原創力或美學天賦使人們留下深刻的印象；做廣告是為了銷售產品，否則就不是做廣告。本書也許能夠改變你的觀點。

First collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvycollects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advertising' and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than 25 years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors: 'because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print'. It includes The Theory and Practice of Selling the AGA Cooker, described by Fortune magazine as 'the finest sales instruction manual ever written', and an interview in which he makes disclosures that even long-standing associates had never heard before.

This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule, 'it pays an agency to be imaginative and unorthodox'.

[媒體推薦/Reviews]

The Father of Advertising not only reveals much about his distinctive approach to his profession, but also offers a practical masterclass in clear English as a critical business tool. That it comes from a marketing man, a profession too often associated in the popular mind with obfuscation and misdirection, makes it all the more impressive.

—— Marc Sidwell ― City AM Published

[作者簡介/Author]

大衞•奧格威（DAVID　OGILVY）（1911－1999）

出生於英國的大衞•奧格威，是現代廣告業的大師級傳奇人物，他一手創立了奧美廣告公司，開啟了現代廣告業的新紀元。他確立了奧美這個品牌，啟蒙了對消費者研究的運用，同時創造出一種嶄新的廣告文化。

奧格威早年做過廚師、炊具推銷員，後在賓夕法尼亞州做農夫。1948年，奧格威在紐約以6000美元創辦了奧美廣告公司，隨後以創作許多富有創意的廣告而贏得盛譽。他把廣告業務的經營和專業化推向高峯，他的價值觀造就了一個全球性的傳播網絡，他睿智雋永的風格不但塑造了奧美廣告，更深深影響了整個廣告業的發展。

過去的50年裏，奧美廣告公司從只有兩名員工，沒有客户，發展成為一個全球性的國際集團，全球的著名傳播公司之一，在100個國家和地區設有359個辦事機構，並擁有10 000多名富有才幹和創新思想的專業人士，為眾多世界品牌提供專業性的策略顧問和傳播服務，如廣告、顧客關係行銷，公共關係，互動行銷，促銷和視覺管理等。

奧美與眾多全球品牌並肩作戰，創造了無數市場奇蹟，它們包括：美國運通、西爾斯、 福特、殼牌、芭比、旁氏、多芬、麥斯威爾、IBM、柯達……

大衞•奧格威更將他對廣告以及整個行業的睿智見解形諸文字。他著名的廣告著作《奧格威談廣告》、《一個廣告人的自白》和《熱血、頭腦和啤酒》（中譯為《大衞•奧格威自傳》）影響深遠，是廣告從業者的經典之作。

奧格威晚年與妻子生活在法國的私人古堡中。1999年7月21日凌晨逝世。

David Mackenzie Ogilvy was born on June 23, 1911 at West Horsley, Surrey in England. He was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, Time called him "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality in advertising.

David Ogilvy died on July 21, 1999 at his home, the Chateau de Touffou, in Bonnes, France. Ogilvy remains one of the most famous names in advertising and is considered one of its dominant thinkers, among (Raymond Rubicam, Leo Burnett, William Bernbach, and Rosser Reeves), who shaped the business after the 1920s.