Mbiri Yachidule Yopalitsira Nkhani.
Pali mayina angapo mu malonda omwe ali ofanana ndi malonda. David Ogilvy mwina ndi wotchuka kwambiri, ndipo amalemekezedwa, mwa mayina awo. Kawirikawiri amatchedwa "Atate Wotsatsa" iye amusiya udindo wodabwitsa, mabungwe amphamvu ndi mabuku angapo omwe afika ayenera kuwerengedwa kwa aliyense amene amaganiza kuti alowe mu malonda.
Munthu Wachizungu wobadwa ndi wobadwira
Atabadwira ku West Horsley, England, pa June 23, 1911, David Mackenzie Ogilvy adachokera ku banja labwino.
Ngakhale kuti adapita ku Fettes College, Edinburgh, ndi Christ Church, Oxford, adachita izi pansi pa maphunziro. Boma la atate wake linazunzika kwambiri panthawi yachisokonezo, ndipo David anayenera kupeza njira yake yothandizira ntchito yake yophunzitsa.
Wophunzira Maphunziro, Sukulu, ndi Nyumba Zogulitsa Maphunziro
Kutsatsa malonda njira mu zaka makumi atatu ndi makumi atatu sizomwe zikufanana lero. Anthu ambiri otchuka adayamba njira zosiyanasiyana, ndipo David Ogilvy anali mmodzi wa iwo. Iye sanamalize maphunziro a Khristu Church ndipo mu 1931 anabwerera ku England kuti akhale mtsogoleri wa Hotel Majestic, Paris. Zatha chaka chimodzi, ndi Ogilvy akubwerera ku Scotland kukagulitsa Aga stoves ndi khomo.
Pano, iye analemba buku la malangizo lakuti " Theory and Practice of Selling AGA cooker" kwa wogulitsa wina. Zina mwazinthu zamtengo wapatalizi ndizo: "Ngati mumalankhula bwino kwambiri, mukakhala ndi malonda owonjezereka, mudzapeza malamulo ambiri.
Koma kusalakwitsa konse kumafuna kuti ukhale wogulitsa. "
Magazini ya Fortune inati ndi buku labwino kwambiri logulitsa malonda. Ichi chinali chizindikiro cha zinthu zazikulu zikubwera.
Call of America
Ogilvy adalengeza ku England mu 1938 ndipo anasamukira ku America, kusiya ntchito yotsatizana kwambiri.
Anapeza ntchito ku George Gallup's Audience Research Institute, ndipo pambuyo pake adanena kuti izi zimakhudza kwambiri kuganiza kwake, ndipo amadalira kafukufuku wolondola. Izi zidzakhala maziko a kupambana kwakukulu kwa Ogilvy mudziko la mauthenga enieni.
Nkhondo yachiwiri ya padziko lonse, National Security ndi Amish
Maluso a Ogilvy ndi kufufuza, khalidwe laumunthu, kugulitsa katundu, ndi kukonda dziko linakopa Intelligence Service ku British Embassy ku Washington. Pano adapanga zokambirana ndi chitetezo "kugwiritsa ntchito njira ya Gallup kumalo osungirako zinsinsi." Ogilvy akuti akugwiritsidwa ntchito mopambana kwambiri ku Ulaya ndi Eisenhower's Psychological Warfare Board.
Atagwira ntchito yotereyi, Ogilvy anabwerera kufukufuku ndikugula famu yaing'ono ku Lancaster County, PA. Iye ankakhala pakati pa Amish, akutsogolera kukhala mwamtendere ndi mtendere kwa zaka zingapo. Koma Manhattan anali kuyitana, ndipo David Ogilvy anasangalala kuyankha.
Zaka Zoyambirira za Ogilvy & Mather
Mu 1948, ali ndi zaka 37, David Ogilvy anakhazikitsa bungwe lake loyamba. Anatchedwa Hewitt, Ogilvy, Benson & Mather, kampani yomwe idzakhale Ogilvy & Mather Worldwide. Inde, Ogilvy sanali mu izi zokha.
Kampaniyo inakhazikitsidwa kumbuyo kwa bungwe lapamwamba la London lomwe linatchedwa Mather & Wowonjezera, lomwe linali kuthamanga kwambiri ndi mchimwene wake Francis.
Chodabwitsa kwambiri ponena za bungwe loyambitsa izi ndikuti, pa nthawiyi m'moyo wake, David Ogilvy sanalembedwepo malonda. Palibe lingaliro la ndondomeko ya malonda. Ena angatchule kudzikuza uku. Ena, kupusa. Koma Ogilvy anali ndi chidaliro ponena za iye amene adalimbikitsidwa ndi kugwira ntchito mwakhama, nyenyezi, ndi chisokonezo chosatsutsika. Anali ndi $ 6000 basi ku banki. Osati moyipa pa akaunti ya joe yosungirako ndalama, koma ndithudi si ndalama zambiri ku bungwe la malonda mu mtima wa New York. Kuyambira kumayambiriro kochepa, Ogilvy adzamanga ufumu.
"Sizitha kupanga malonda popanda kugulitsa." - Anatero David Ogilvy
Ndi imodzi mwa mawu omwe atchulidwa kwambiri mu malonda owonetsera, makamaka tsopano pamene ntchito yochuluka ikukhudzidwa ndi mphoto yopambana kuposa kugulitsa mankhwala.
Koma izi ndizo ethos zomwe zinapanga Ogilvy & Mather kupambana padziko lonse kuti zinakhala.
Zina mwa zochitika zamakono zomwe zinathandiza Ogilvy kukhazikitsa bungwe lake monga osewera anali:
- Munthuyo ali ndi chipewa cha Hathaway
- Mwamuna wa Schweppes ali pano
- Chilengezo cha Rolls-Royce (Pa mailosi 60 pa ola phokoso lopambana mu Rolls-Royce yatsopanoyi likuchokera pawotchi ya magetsi)
- Pablo Casals akubwera kunyumba - ku Puerto Rico (kupambana kwa Ogilvy kokondweretsa)
- Nkhunda yokha ndizokhazikika pamtunda umodzi
Nkhondo ya Nkhunda inathandiza Dove kukhala sopo yogulitsa kwambiri ku United States. Ndipo kupambana kumeneku kunapangitsa chisanu cha snowball chinathandiza Ogilvy kupeza makasitomala otchuka monga Lever Brothers, General Foods, Shell, ndi American Express. Izi zinali zaka za golide kwa Ogilvy & Mather.
Kupuma ndi Kupuma pantchito
Atakhazikitsa ufumu wotsatsa malonda, David Ogilvy adatsika kukhala Wachiwiri wa Ogilvy & Mather mu 1973, ali ndi zaka 62. Anasamukira ku Touffou, komwe kuli chuma chake chambiri ku France, kumene anakhala zaka zisanu ndi ziwiri akusangalala ndi kumidzi. Koma m'ma 1980, Ogilvy anatuluka pantchito kuti akhale tcheyamani wa Ogilvy & Mather, India.
Osakhutira ndi ntchito imeneyi, adakhala chaka chokhala wotsogolera pa ogilvy & Mather, Germany, ofesi, ndikuyenda tsiku ndi tsiku pakati pa Touffou, France, ndi Frankfurt, Germany. Iwo ali 902km kupatula. Ndi mtunda wa makilomita 560, kapena mtunda wa pakati pa Manhattan ndi Cincinnati, Ohio. Osati choipa kwambiri kwa munthu wa zaka za m'ma 70.
Mu 1989 gulu la Ogilvy linagulidwa ndi WPP. Izi zinapangitsa WPP, yokhala ndi Sir Martin Sorrell, yaikulu kwambiri padziko lonse yogulitsa malonda. David Ogilvy adatchedwa wotsogoleli wadziko lapansi, udindo womwe adakhala nawo zaka zitatu.
David Ogilvy anamwalira pa July 21, 1999 kunyumba kwake ku Touffou, France. Iye anali ndi zaka 88. Iye akadali dzina lodziwika kwambiri pa malonda, ndipo malonda ake ambiri akhala akuyesa nthawi. Zoonadi ndi imodzi mwa ma greats.