David Ogilvy, ukukhangisa uyise biography bezikhungo Ogilvy & Mather

David Ogilvy, umsunguli odumile indlulamithi Ogilvy & Mather, umlobi professional ukukhangisa kanye nokunikeza imibhalo, omunye yimpumelelo ukukhangisa okuningi amadoda kwekhulu lama-20. Ochwepheshe emkhakheni wezakhi ukukhangisa emakethe aqaphele ukuthi nguye kanye obangele lona "uyise ukukhangisa", nelikhono layo ukwethula izimpahla zomphakathi ngendlela elula, kuyilapho esakhé ujabule sokuthuthukisa wonke ukukhangisa uhlukile. Ngo-1962, lo odumile Umagazini i-Time okuthiwa Ogilvy "the magician ethandwa kakhulu yokukhangisa umkhakha yesimanje."

David Ogilvy: Biography nokuqala indlela ekukhangiseni

Ngokuzayo "uyise ukukhangisa" wazalelwa June 23, 1911 eduze neLondon futhi wayengomncane kunabo bonke, ingane yesihlanu yona emndenini. Kusukela zisencane, uDavide wayekhathazeke ngenkinga umholo. Kodwa abazali bacabanga ukuthi intsha kudingeka ufunde. Imfundvo Lephakeme uDavide Ogilvy kwadingeka. Ngo-1984, ephendula umbuzo mayelana umshana wakhe, nidinga sezifundo zaseyunivesithi, wahola inani timvo letehlukene, enikeza le nsizwa ukukhetha. Umphakathi idzinga baholi - ayekholelwa futhi wagomela ukuthi kudingeka umsebenzi wokuziphilisa omuhle kungenziwa ngaphandle kokuthola diploma. Yena esefinyelela kulesi siphetho, ukufunda kancane e-Edinburgh Oxford, kodwa ngokushesha baqala ukusebenza futhi belahla umqondo wemfundo.

Ekhulwini lama-20, umsebenzi wokukhangisa wazibonakalisa ethandwa kakhulu. Kancane kancane, ukukhangisa isiba enye yezindlela okuholela ekunqotshweni izimakethe. Nokho, umkhakha ukukhangisa, kanye nezinye izimboni eziningi, kwakudingekile ukuba uphathe zazidingeka imibono, kwakudingekile ukuba kufike abantu ekhaya, umhleli onekhono, ukwazi kube umthengi ebucayi, ukwazi ukuthi afuna umphakathi, lapho aholele ukunaka kungcono kunamanoni "ukuphefumula." Zamakhulu ezinkulungwane zabantu ukukhangisa umkhakha ikhono ukwethula umkhiqizo kwesokudla azange abe ongoti abaningi. Owesifazane osekhulile uDavide Ogilvy echazwe ngokuhlolisisa kokungena kwakhe ukwazi ukungena kule mboni ukukhangisa; yena waba abangasebenzi, kungekho isipiliyoni, akukho imfundo, kakade zisencane ehloniphekile, wayengazi lutho mayelana nokumaketha nakancane ukuthi ukubhala ikhophi ukukhangisa. Kodwa wathola i-ejensi wathatha ithuba walithatha ukusebenza.

Ukukhangisa umsebenzi

Futhi eminyakeni emithathu kamuva Devid Ogilvi ku Ukukhangisa wayazi cishe konke, waba umlobi odumile kakhulu emhlabeni tematheksthi ukukhangisa, ukukhangisa ejenti kanye nomphathi. Namuhla namanje imibono yakhe ukunquma inkambo enye yezindawo ezinkulu kakhulu ejensi ukukhangisa emhlabeni, kanye nomthelela kwi ukwakheka izizukulwane ezintsha abakhangisi. David Ogilvy ukukhangisa wayengeyena nje elula kokuqukethwe, kodwa futhi babe yingxenye isiko bese usetha isibonelo sokuba esizayo. Wakwazi intuitively ukuthola izindlela ezingcono ukuthengisa imikhiqizo. amasevisi zakhona ziye zaba eqolo kufanele abonge, futhi umsebenzi wakhe bengazizwa khona umona yanoma yimuphi umkhangisi.

Yini okufanele ibe umuntu owenza izikhangiso eziphumelelayo?

Ngokusho uDavide Ogilvy, ogama biography lihlotshaniswa ukukhangisa, ukuze umuntu aphumelele kuleli emkhakheni kudingeka babe nezimfanelo ezifana self-ukugxekwa, amakhono obuholi, ingqondo kohlaziyo, lokusungula. Kuyinto lokhu isethi futhi kwasiza uDavide Ogilvy ukwenza umsebenzi kule mboni. Life isipiliyoni kanye ithalente angokwemvelo njengesizathu kumlobi nje kuyisunduzele e ibhizinisi ukukhangisa, kodwa futhi wakhuthaza ukubhala ikhophi ukukhangisa. Empeleni, waba ngowokuqala abadumile copywriter okhokhelwayo. David Ogilvy ku Ukukhangisa ukuqonda okuningi kunabanye futhi wayekwazi ukuthola imininingwane ezenza kube eliphumelelayo ethembisa.

Ogilvy & Mather futhi amakhasimende ayo

Ngo-1948, uDavid Ogilvy kuvula ejensi Hewitt, Ogilvy, Benson & Mather. Le nhlangano akanayo ngesikhathi kuvulwa ikhasimende single, futhi siqukethe pair of abantu. Nokho, ngaphambi nje kweminyaka embalwa inkampani seyibe umholi wahlonishwa emakethe amasevisi ukukhangisa. Imali yonyaka wonke ejensi waqala ukwenza dollar angaphezu kwezigidi eziyizinkulungwane ezingu-eziyishumi, futhi inhloko inkampani wayebhekwa njengoba copywriter enkulu Melika. Ukukhangisa ejensi Ogilvy & Mather sidalwe ngomhlaka- izimiso professional sokuthandaza, esasibonisa ngokugcwele isipiliyoni, umbono nemibono kaDavide Ogilvy. Wayengumuntu umdayisi ozalwa, bayaqonda ukuthi ukukhangisa kufanele kuqala kunazo zonke ukuthengisa, futhi wayazi okuningi amasu namaqhinga ukwandisa yokuthengisa. Ngesikhashana nje esifushane uDavide Ogilvy wathatha indawo eqiniswa umkhakha ukukhangisa. Ogilvy & Mather phakathi amakhasimende eminyakeni izinkampani ezifana Schweppes, Rolls Royce, DHL, Coca Cola Company, IBM, New York Times, Adidas nabanye abaningi.

Izinto okumele zenziwe emhlabeni Ogilvy ukukhangisa

Zonke ulwazi lwakhe, kuwo onke amapulangwe izimali ngemikhankaso futhi indalo yayo ngempumelelo sokukhangisa umuntu omkhulu ezishiwo yimibhalo yakhe, okuyinto elahlanganiswa Isikhwama yegolide advertologii izwe namasiko American. With amathiphu eziningi uDavide Ogilvy izimpahla kungukuthi kuphela ithengiswe, kodwa futhi sekuwumkhuba futhi ethandwa. I eyigugu kakhulu futhi kubalulekile yimuphi umkhangisi saqala, a copywriter, incwadi ka "IsAmbulo ukukhangisa ejenti." Lo msebenzi yahunyushwa ngezilimi ezingu-14 emhlabeni, ukusakazwa kwalo ingqikithi amakhophi angaphezu kwelilodwa million.

Namuhla, njalo saqala kufanele abakhangisi ekuqaleni endleleni yayo ku mkhakha ukuze ufunde lencwadi. Ogilvie lembula izimfihlo zezwe ukukhangisa, kwenza kube sobala ukuthi ukunqoba amakhasimende, izinkulumo mayelana nomehluko phakathi incwadi enhle yokuthengisa. Incwadi izosiza nalabo abangazange yanquma ngokugcwele lokho afuna ukuba kule impilo, ukuqonda noma ngabe kufanelekile umsebenzi kumkhangisi. David Ogilvy ngobuqotho liyakhuluma ngokuphela zonke izinzuzo nezingozi lo msebenzi.