Ogilvy

The Case for Eating Local, Beautifully Made

Cliff Kuang — Wed, 29 Jul 2009 08:49:20 -0400

Things are just different in Canada. For example: Over there, Hellmann's--the mayonnaise brand, owned by Unilever--has been flogging a new campaign called Eat Local, Eat Real. And to promote its message of sustainable foods, grown close to where they're consumed, they've produced a doozy of a commercial.

4 Reasons Not To Rely On Market Research Alone

DJ Francis — Fri, 09 May 2008 07:07:37 -0400

I was freezing my tush off a couple of weeks ago at Wrigley Field
and inquired to my good friend why he had made the unlikely (in my
mind, at least) switch from marketing to insurance. It seemed to me
that he was turned off by the manipulative and predictive nature of
old-school marketing - as though statistics and market research would
tell exactly how someone would behave.

Ogilvy vs. Godin: Is The Big Idea In Advertising Dead?

DJ Francis — Tue, 29 Apr 2008 06:44:28 -0400

Is the concept of the Big Idea dead in advertising? How much has the
internet and Web 2.0 specifically altered the fundamentals of the
industry?

In his 1983 book, On Advertising, master David Ogilvy held forth on the central tenet to sell products: