| (1911
- 1999) |
| Inducted: |
1979 |
| Region: |
Northeast |
| Industry: |
Communications
|
|
David Ogilvy believed that the impact of ads could and should be tested by surveys. He opened a small advertising agency and tested his theory. His agency’s first coup was a small account, Hathaway shirts. The campaign featured a man wearing a patch and a Hathaway shirt. It was still going strong decades later. Ogilvy depended on long, informative explanations of products rather than far-out illustrations and cute headlines. He transformed the way agencies operated and shifted the basis of agency compensation from a percentage of billings to negotiated fees. |
