David Ogilvy Pipe

By Jonathan Wai

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.” — David Ogilvy

So advised “The Father of Advertising,” who had many jobs before founding Ogilvy & Mather, the famous advertising firm. He was a chef in Paris, a door-to-door salesman, a farmer, a social worker in the slums, and even conducted research in the movie industry — all of which taught him valuable lessons on how to sell.

He details his life adventures in “Confessions of an Advertising Man,” and even devotes one section on advice to the young. From this work, I have distilled six tips on how to rise to the top.

1. Be ambitious. But don’t let it show.

“After watching the careermanship of my own employees for 14 years, I have identified a pattern of behavior which leads rapidly to the top,” Ogilvy writes. “First, you must be ambitious, but you must not be so nakedly aggressive that your fellow workers rise up and destroy you. Tout soldat pone dans sa giberne le baton de marechal. Yes, but don’t let it stick out.”

2. Make work your hobby. 

In “My Life In Advertising,” the great advertising pioneer Claude Hopkins confessed: “I have always been an addict to work. I love work as other men love play.” Ogilvy also thought your work should be your hobby. In fact, he believed that making yourself an authority on a subject that your company knew very little about was a key to success.

For example, if your topic was gasoline, he recommended that you read books on the “chemistry, geology, and distribution of petroleum products,” as well as all the trade journals and research reports. You should then spend your weekend actually pumping gas at the service stations and talking with customers to learn their perspective. He advised that by doing this work, you would become more knowledgeable about this topic than your boss, and then would be prepared to succeed him.

“Most of the young [people] in agencies are too lazy to do this kind of homework. They remain permanently superficial.”

3. Work twice the number of hours as everyone else.

Ogilvy and Hopkins clearly made their work their lives, and they invested more hours than their colleagues. Hopkins, for example, “attributed his success to the fact that he worked twice as long hours as other copywriters, and thus made his way up the ladder at twice their speed.” Ogilvy notes: “In my bachelor days I used to work until the small hours. If you prefer to spend all your spare time growing roses or playing with your children, I like you better, but do not complain that you are not being promoted fast enough. Managers promote [those] who produce the most.”

Although Larry Page and Sergey Brin have recently discussed how workweeks could be shorter for many people, the Google heads themselves probably work more hours than most people are capable of. Putting in longer hours over a long stretch of time likely multiplies your output, like compound interest, and can also help you clock the estimated 10,000 hours you need to become an expert.

4. Use your vacations effectively. For example, read a book per day.

Ogilvy believed that one of the most revealing signs about a young person’s capacity is how they made use of their vacations. “Some fritter away those precious three weeks, while some get more out of them than all the rest of the year put together.” He offers some tips:

  • Don’t stay at home and putter around the house. You need a change of scene.
  • Take your [partner], but leave the children with a neighbor… Shut yourself off from exposure to advertising.
  • Take a sleeping pill every night for the first three nights.
  • Get plenty of fresh air and exercise.
  • Read a book every day — 21 books in three weeks.
  • Broaden your horizons by going abroad… But don’t travel so much that you come back cross and exhausted.

5. Start as a specialist. This is the way to make your mark.

Ogilvy notes that most of the able young people who came into agencies (in 1963) were determined to be ad executives, most likely because this was what they were taught to value in business school. And yet, the heads of the six largest ad agencies in the world were all specialists, and none were account executives. Four were copywriters and one each in media and research.

“It is much more difficult to make your mark as an account executive than as a specialist, because it is rare for an account executive to have an opportunity to cover himself with glory; almost all the spectacular triumphs are performed by the specialists,” he said.

He felt that by specializing, the competition would be less, there would be more opportunities to rise above routine work, and one would acquire expertise which would ensure security, both psychological and financial.

6. Committees don’t lay the golden eggs.

In 1963, Ogilvy wrote: “Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on ‘team-work’ is bunkum — a conspiracy of the mediocre majority. No advertisement, no commercial, and no image can be created by a committee. Most top managements are secretly aware of this, and keep their eyes open for those rare individuals who lay golden eggs.”

Joshua Wolf Shenk recently argued in the New York Times that “the lone genius is a myth that has outlived its usefulness,” and instead advocated for the idea of a creative network or collaborative approach. Apparently 50 years later, the emphasis on collaboration and teamwork continues to be popular. But Ogilvy argued that creativity comes from the mind of the individual.

Article via businessinsider.com - Jonathan Wai, Ph.D., is a psychologist, writer, and research scientist at the Duke University Talent Identification Program.

africared

Meet the #AfricaRedAllStars!

Headed up Mpange Chapeshamano, this team focuses on liberating brands across Africa. With solid partnerships in over 16 markets, they ensure a seamless execution of campaigns for their clients, right from strategy development through to campaign execution. They have a clear understanding of the various African markets, a solid network of best of breed agencies in market and an effective project management model.

View some of their recent work below.

DStv Africa “Dr Turner Show”

Rationale
Given the increasing competitor activity in the Pay-TV category, client briefed the Africa Red team to create an advertising campaign which showcases DStv Africa’s superior content offering, whilst highlighting the weaknesses in competitors. Given the complexity and difference in nuances across Africa it was challenging to create a campaign which resonates across the continent. We therefore developed a character called Dr. Turner, who provides viewers with solutions towards their entertainment problems. “If it’s not DStv you are watching, just TURN IT OFF!” is his key message to all viewers out there.

Dr Turner 2

Dr Turner 1

Follow Africa Red on Twitter.

Theresho Selesho

The Business and Arts South Africa (BASA) Awards take place next week Monday and Geometry Global’s Experiential Marketing Director, Theresho Selesho, is one of the judges. The awards recognise and encourage excellence and innovation in the field of business support for the arts.

Theresho is a dynamic young leader who is entirely driven by his passion for people, creativity, the arts, innovation, and business. At the age of 17, he was selected to represent South Africa at the “Presidential Classroom for Future World Leaders” in Washington DC.

In 2007 he obtained a degree in International Relations from the University of Pretoria but decided against joining the Diplomatic Core to focus on his passion of creativity and business.

As a young graduate, Theresho started working with the HilltopLive Group who own and produce large, iconic South African and International music productions such as the Annual OppiKoppi Festival, Campus Invasion tour, Old Mutual Picnic Concerts, DRUM Beat Music festival to name a few. He has also worked on large national festivals including MACUFE, National Arts Festival in Grahamstown, Standard Bank Joy of Jazz, KKNK, Tribute Concert in Mamelodi and the Aardklop National Arts Festival.

Theresho also lives out his passion for music having worked with an eclectic mix of national and international artists such as Eagle Eye Cherry, Saul Williams, Groove Amada, Ismael Lo, Lira, Fokofpolisiekar, Black Coffee, Koos Kombuis and Stimela.

To see the 2014 BASA Awards finalists, click here.

Follow Theresho and BASA on Twitter.

Source: About The Awards

When it came to promoting the DStv Explora, DStv’s next generation PVR, feel every moment needed to embody a call for people to really live their lives, prioritising the moments that add real quality and value to their time. The DStv Explora enables this by removing the restrictions that linear television viewing imposes, fitting around your family’s viewing needs and schedule.

In launching the DStv Explora campaign, it was therefore important for us to demonstrate the extent to which the DStv Explora delivers on the ambition of providing families with much-needed quality time.

We conducted research into the stresses of modern living which helped us to uncover some of the challenges that people face. From working couples feeling like ships passing in the night, to parents feeling torn between the need for quality “me time” and much-needed time with their partners and their children, what was clear was that everyone feels time poor.

From this, the opportunity to position the DStv Explora as the antidote to the stresses of modern living was born. The campaign that resulted was also delivered in a way that we knew people would resonate with – by a family, much like their own, struggling to realise moments of quality in the hustle and bustle of their busy everyday lives.

Consequently, we recognize that what we all really need is television that both fits in with and simultaneously supports our lifestyle. In short, the DStv Explora enables all of us to turn the limited time we have, in front of and away from the television screen, into quality moments worth cherishing.

In order to keep the brand’s positioning relevant to future generations of television lovers, DStv, South Africa’s leading pay TV provider, has reached the decision to reposition after 20 years in market.

It was the realization that people are beginning to favour the quality of their experiences over the quantity of channels on offer that raised concern about the continued pertinence of DStv’s “So Much More” positioning line. In order to tackle this challenge, we, together with the DStv Marketing Team decided to strengthen DStv’s quality time credentials by demonstrating that with DStv, the time you spend watching television always gives you something back.

In order to deliver on this promise, we needed to succinctly articulate why DStv content is unlike any other. The solution lay in the fact that watching DStv enables you to feel every moment – it sparks ideas, inspires you, and takes you to places you have never been before.

To launch the new positioning, we decided to focus on something that we know people value from their time but sometimes feel that television is unable to provide – moments of connection with the ones they love.  With so many competing ways to spend one’s time, including family game nights and eating out, the role of television as the centre of the home, or the “glue” that brings the family together, was being called into question.

We set out to show people that DStv cares about creating quality moments between loved ones, and the creative insight we drew upon stemmed from the observation that the joy we derive from watching great television comes sometimes not from the TV itself, but in other people’s reaction to it.

It is this reaction – this observation of raw emotion that exists in the moment – which is truly disarming. It lowers our natural barriers, and blurs the boundaries that we all erect in order to protect ourselves. In so doing, great television helps us to reach out and connect.

Maljan

The winter chill coupled with the ever-convenient power outages make for a dismal combination that we can all relate to. This makes keeping warm a bit of a dilemma, but Jacaranda FM’s MalJan found some creative ways to keep warm – what would you be willing to do to keep the cold at bay?

First Maljan took to the streets and proposed a ‘Sip for a Strip’ but had no luck. Considering his failed attempt to keep warm, he then took a more extreme approach by organising a rendition of  “hot summer” songs whilst riding an exercise bike in a freezing shower.

After picking up that Maljan’s attempts had failed, Wild Bean Cafe and our friends over at Geometry Global SA jumped at the opportunity to reward him and the entire Jacaranda FM team with the warm coffee that they deserved – and no one needed to strip for it! They also came up with a really cool poster to go with it!

Nice work #TeamGG! We love tactical & clever real-time marketing!

CakeSale_FINALv3This is the first year that we’re running Love Projects – opportunities for everyone to get more involved in the amazing environment we work in – our unique Brand Buildings and the grounds. It’s an invitation to “bring yourself to work”.

Each of the projects focuses on a specific area, and tomorrow, #Team Nunu, led by Ogilvy & Mather SA’s Chairman, will be hosting a Bake Sale to raise money for the gardens around our offices. Central to this will be more spaces to work outside while soaking in some sun; as well as a communal vegetable garden. The veggie garden will be filled with tasty, healthy snacks that will be free for everyone to grab and munch on. We’ll also donate some of the big harvests to The Topsy Foundation.

If you’re in our hood, pop by for some cake tomorrow at 10:30.

We wanted to share some more of our work that won at #Cannes last week.

We were lucky enough to receive a Silver Lion for our ‘Cribs’ campaign for Huggies Gold.

Take a listen!





Credits:
Executive Creative Director: Mariana O’Kelly
Executive Creative Director: Neo Mashigo
Creative Director: Peter Little
Copywriter: Dan Parmenter
Copywriter: Chantelle Dos Santos
Business Director: Bridget Christensen
Radio Producer: Tercia Makhubela

??????????????

Ogilvy Public Relations (OPR) is situated in the heart of Bryanston, neighbouring Fourways and Lonehill in Johannesburg. This makes it a part of the community in which The Baby House is located. OPR took an interest in The Baby House a couple of years ago and still support it from a public relations perspective as a pro bono client.

“We would like to take it one step further and commit to donating R1 000 per month towards the rent of The Baby House for the next year,” said Joanna Oosthuizen, Managing Director, Ogilvy Public Relations.

The Baby House relies on the community to assist with the running costs of the House and rent is a necessary expense. OPR would like to challenge other PR agencies in Johannesburg to do their part in taking care of South Africa’s children by also contributing to the rent of The Baby House on a monthly basis.

Robin Fenn, founder of The Baby House, opened its doors in 2011 as she realised the great need that exists in our country for this kind of establishment.

“South Africa has an estimated population of 50 million people of which approximately 18 million are children. More than half of these children live in poverty”, said Fenn. “The HIV/AIDS epidemic has left a vast number of children orphaned and it is expected that by 2015 that 5.7 million children, a third of all children in our country, would have lost one or both parents to the epidemic,” she continued.

The Baby House has been a refuge to 21 children since 2011 and has enjoyed great success with 15 children being adopted already. The Baby House offers a family environment, which ensures that the integration into their ‘forever families’ is a smoother transition.

The amounts that are pledged towards rent will be a huge help as the money normally used for rent will be reallocated to meet other needs within the House and that of the children.

For more information on The Baby House, visit their webpage www.thebabyhousesa.wordpress.com or get in touch with Robin Fenn on 082 322 3485 or robin@thebabyhouse.org.

Energy drinks are aimed at getting people to do more, and more, and more. They seem to miss that there are normal everyday events that require energy to get through, or excel in. Lucozade is there to help you overcome those tricky and tiring moments, those “give-me-strength” moments.

To illustrate this, Lucozade created a campaign of radio advertisements to symbolize the energising effect of Lucozade.

Credits:
Executive Creative Director: Mariana O’Kelly
Executive Creative Director: Neo Mashigo
Creative Director: Molefi Thulo
Creative Director: Peter Little
Copywriter: David Krueger
Art Director: Tammy Retter
Business Director: Candice Shortt
Group Account Director: Lauren Mallett-Veale
Account Manager: Brett David
Strategic Planner: Stefan Siedentopf
Sound Engineer: Louis Enslin (Produce Sound)