That’s right, kids. It’s time to see who’s king of advertising.
Newsweek just featured an interview with Natasha Vargas-Cooper, whose new book takes a look at the real Mad Men of the 60s. So who will take the crown?
♣ Will it be David Ogilvy, the British “Father of Advertising”, who broke through the clutter by focusing on some simple principles?
- Never use more than 150 words for descriptive copy
- Upsell
- Research, research, research!
- Don’t meet them where they’re at, meet them where they want to be
- Trust in a “big idea”
The man who came up with Only Dove is one-quarter moisturizing cream and Schweppervesence.
♥ Or will it be Leo Burnett, inspired American advertiser, who countered with:
- Icons, icons, icons
- Don’t upsell – mirror the audience instead
- Images over text
- Speak with the mother tongue
The man who came up with The Jolly Green Giant, The Pillsbury Doughboy, Tony the Tiger and Toucan Sam.
♦ Or will it be both?
Since both remembered that advertising is never about talking up your company’s features. It’s about how your customers identify with your product, how it makes them feel or act, how it solves their problems or makes their wildest wishes come true. Hollywood isn’t the only industry that can claim it’s a dream factory.
January 27th, 2012 → 2:48 pm
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