Rawiri Ogilvy, kiritaki pānuitanga papa haurongo o Ogilvy & Mather

Rawiri Ogilvy, te kaiwhakarewa rongonui o te ti'amâraa pānuitanga Ogilvy & Mather, he kaituhi ngaio o te pānuitanga me te whakaaturanga o ngā tuhinga, tetahi o nga tangata pānuitanga angitu te nuinga o te rau tau 20. Ngaio i roto i te mara o te rangahau mākete pānuitanga ia ite e ko ia te "papa o pānuitanga", rite ki tona kaha ki te whakaatu i te taonga tūmatanui te ara ngāwari, i ka whakawhanakehia he cliché mo te whanaketanga o te pānuitanga katoa he ahurei. I roto i 1962, te Time moheni rongonui ko Ogilvy "te tohunga tino rongonui o te ahumahi pānuitanga hou."

Rawiri Ogilvy: Biography me te timatanga o te ara i roto i te pānuitanga

Ko te heke mai "papa o te pānuitanga" i whanau Pipiri 23, 1911 e tata London, a ko te whakaotinga, te rima te tamaiti i roto i te utuafare. Mai kōhungahunga, āwangawanga e pā ana ki te raruraru o moni ko Rawiri. Otiia whakaaro ngā mātua e hiahia i te to'u tupú ki te ako. i Higher Education Rawiri Ogilvy. I roto i te 1984, te urupare ki te pātai e pā ana ki tona irāmutu taitamariki Me ako whare wānanga, arahina e ia he maha o ngā rerekē o tirohanga, hoatu te tangata taitama he kōwhiringa. Me Society kau taki - whakapono ia, ka tohe e taea te mahi i te mahi angitu, kahore whiwhi i te tītohu. haere mai ia ki tenei mutunga, ki te ako i te iti moka i roto i Edinburgh ko Oxford, engari hohoro timata ki te mahi a whakarerea te whakaaro o te mātauranga.

I roto i te rau tau 20, mahi pānuitanga whakamatauria ki te kia tino rongonui. Āta, Kei te hoko pānuitanga tetahi o nga ara ārahi ki te raupatu o ngā mākete. Heoi, ko te ahumahi pānuitanga, me te maha atu ahumahi, ko reira tika ki te whakahaere e hiahiatia ana whakaaro i, ko reira tika ki te kia whakahoahoa, kaiwhakahaere pūmanawa, taea ki te hei kiritaki tairongo, kia mohio e hiahia ana ia ki te hapori, ki te e utu te reira aro atu te "manawa". O nga rau o nga mano o te iwi pānui ahumahi te kaha ki te whakaatu i te hua tika kihai i whai tokomaha tohunga. He kaumātua a Rawiri Ogilvy arohaehae fakamatala'i tona urunga ki te ahumahi pānuitanga: ko koremahi ia, ki te kahore he wheako, kahore mātauranga, kua i te tau tika, kihai i mohio ki tetahi mea e pā ana ki te hokohoko, a kihai i mohio me pehea ki te tuhituhi tārua pānuitanga. Otiia i kitea reira he pokapū e tangohia e te tupono noa, a tangohia ana a reira ki te mahi.

mahi Advertising

A e toru nga tau i muri mai Devid Ogilvi i runga i Advertising mohio tata katoa, ka e ia te kaituhi tino rongonui i roto i te ao o ngā tuhinga pānuitanga, māngai pānuitanga me te kaiwhakahaere. I teie mahana tonu ana whakaaro whakatau i te akoranga o tetahi o nga pokapū pānuitanga nui i roto i te ao, me te te pānga i runga i te hanganga o whakatupuranga hou o pānui. ko Rawiri Ogilvy pānuitanga e kore anake ohie i roto i te te ihirangi, engari riro ano hoki tetahi wahi o te ahurea me te whakaturia he tauira mo te heke mai. i taea e ki karu kitea te tikanga pai mo te hoko hua ia. Kua riro ona ratonga tino utu ki te kia mauruuru, a taea ana mahi hae o tetahi pānuitanga.

He aha kia te tangata e hanga he pānuitanga angitu?

E ai ki a Rawiri Ogilvy, Me ki te whai huru maitatai mai whaiaro-faaino, pūkenga ārahi, tona haurongo e pā ana ki ngā pānuitanga, ki te angitu i roto i tenei mara whakaaro tātari, te auahatanga. Ko tenei huinga a awhinatia Rawiri Ogilvy ki te hanga i te mahi i roto i tenei ahumahi. e kore te wheako Life me taranata tūturu rite te kaituhi e aki noa te reira i roto i te mahi pānuitanga, engari ākina hoki ki te tuhituhi tārua pānuitanga. I roto i te meka, ka ia te rongonui tuatahi copywriter ngaio. Rawiri Ogilvy i runga i Advertising mahino nui ake i ta etahi, a mohio pehea ki te kitea te kōrero e hanga i taua he angitu, me te whaihua.

Ogilvy & Mather me ona kiritaki

I roto i te 1948, e Rawiri Ogilvy oroko ti'amâraa Hewitt, Ogilvy, Benson & Mather. E kore e te ti'amâraa i i te wa o te whakatuwheratanga o te kiritaki kotahi, a ka ngā o te rua o te iwi. Heoi, o tau tika te tokorua kua meinga te kamupene he rangatira e mōhiotia ana i roto i te mākete o ngā ratonga pānuitanga. timata te rerekē ā-tau o te ti'amâraa ki te hanga neke atu i te kotahi tekau piriona tāra, ka mohio te matenga o te kamupene i rite te copywriter nui Amerika. ti'amâraa Advertising Ogilvy & Mather i hanga i runga i te mau parau tumu ngaio, e tino kitea te wheako, kite me whakaaro o Rawiri Ogilvy. Ko ia he kaihoko whanau, matau kia tuatahi o katoa taua pānuitanga ki te hoko, a ka mohio ia he rota o tikanga me tinihanga ki te whakapiki ake i te hoko. I roto i te wa poto ngā tangohia ana e Rawiri Ogilvy he wahi mau i roto i te ahumahi pānuitanga. Ogilvy & Mather i roto i kiritaki i runga i te tau kua kamupene pērā i Schweppes, Rolls Royce, DHL, Coca Cola Company, IBM, te New York Times, Adidas me te tini ke atu.

Mea ki te mahi i roto i te ao o Ogilvy pānuitanga

tona mohio katoa, nga papa katoa o te moni i runga i te pānuitanga, me ona hanga angitu o te tangata pānuitanga nui kī i ana i tuhituhi ai, i ngā nei i roto i te tahua koura o advertologii ao, me te ahurea American. Ki te maha tohutohu kore e taonga Rawiri Ogilvy anake hokona, engari ano hoki hei huatau, me te rongonui. Ko te tino faufaa, me te nui hoki tetahi pānuitanga tīmata, he copywriter, he pukapuka o "kaihoko pānuitanga Revelation." I iritihia tenei mahi ki 14 reo o te ao, ona tohanga katoa o neke atu i te kotahi miriona kape.

I teie mahana, kia Advertiser nga tīmatanga i te tīmatanga o tona ara ki te tikanga, ki te pānui i tenei pukapuka. Ogilvie heheu te reira i te mea ngaro o te ao pānuitanga, hanga ana e ia mārama reira pehea ki te riro kiritaki, te mau a'oraa e pā ana ki te rerekētanga i waenganui i te pukapuka hoko pai. Ka āwhina i hoki te pukapuka te hunga kahore i tino whakaritea te mea e hiahia ana ia ki te kia i roto i tenei ora, ki te matau ranei he reira pānuitanga tikanga e tika ana. Rawiri Ogilvy afaro parau e pā ana ki katoa te pai me ngā raruraru o tenei tikanga.