The agency, mainly through Ogilvy's creative direction, built a reputation for "quality" advertising, which was defined by its use of well-researched "long copy ", large photographs, and clean layouts and typography. Ogilvy eventually became the first non-family member to chair the agency. The new identity and logo are nods to David Ogilvy's favourite British typeface - Baskerville - while also suggesting the global network's agility and collaboration through a simple, elegant connecting ligature. Benson gave the agency four clients that were relatively unknown in the United States and had small budgets, including Wedgwood China, British South African Airways , Guinness , and Bovril. The company only had a small budget, but its president promised to "never change a word of copy.
The rest of the copy included 11 engineering advantages of the vehicle. The memo included his thoughts on maintaining good morale and high professional standard and was incorporated into the company's management practices. Don't insult her intelligence";  and "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals". As a stipulation of the merger, the company went public on April 27, The agency, mainly through Ogilvy's creative direction, built a reputation for "quality" advertising, which was defined by its use of well-researched "long copy ", large photographs, and clean layouts and typography. Ogilvy eventually became the first non-family member to chair the agency. The advertisement featured an aristocratic man in an eyepatch that Ogilvy purchased on the way to the ad's photo shoot. It was later called "probably the best sales manual ever written" by Fortune magazine. Ogilvy began studying advertising, particularly campaigns from America, which he viewed as the gold standard. Ogilvy believed advertising's purpose was to sell through information and persuasion, as opposed to entertain. In , it won business from TWA , the agency's largest account win in the United States at the time. The company only had a small budget, but its president promised to "never change a word of copy. In ,  the agency created Ogilvy Noor, a practice focused on creating marketing that appeals to Muslims. Benson , partner to create an American advertising agency in New York City to support British advertising clients. OgilvyChange employs psychologists and other behavioural scientists to consult on using research in these fields to understand and influence consumers. The group included three divisions: Other major clients of the s included Sears Roebuck and General Foods. Walter Thompson to serve as president and run sales. Francis also helped his younger brother, David Ogilvy , secure a position as an Aga salesman. The claims were not confirmed. The unit was established in and is present at over 50 of the agency's offices. It was renamed OgilvyOne Worldwide in Ogilvy signed American Express while Stowell was on vacation. Hathaway Company sold out of shirts within a week of the first ad's printing. The gains American Express made through advertising led to the company becoming the agency's biggest client by the s. When the agency launched the Aga cooker , a Swedish cook stove , Francis composed letters in Greek to appeal to British public schools , the appliance's best sales leads. She is your wife.
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