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Fall

David Ogilvy (Group #1)


R. Marie Andrews, Brandon Herring, Howie Leibach,
Ariel Mannie, Jared Tame

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Table of Contents
Executive Summary ................................................................................................................. 3
Societal and Industrial Context............................................................................................ 7
Agency Biography ..................................................................................................................... 8
Individual Biography............................................................................................................ 10
Signature Advertising Campaigns.................................................................................... 12
Historical Significance/Contributions ........................................................................... 13
Philosophically Remodeled Ad Campaign .................................................................... 14
Bibliography ............................................................................................................................ 23

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Executive Summary
Agency Biography
The agency biography starts out by looking at the company founders. David
Ogilvy founded the agency as a single founder with no clients and no partners. He
had a few key staff that helped him starting out.
We then begin with a search into the agencys philosophy. We find that a
significant amount of philosophy from the agency comes from David Ogilvy himself.
His experience as a chef helped him develop a very strong work ethic that translated
down the hierarchy of employment from the executive upper management to the
creatives and account planners. We learn that David Ogilvys entire purpose is to
create advertising that sells, which powers everything his agency does. If his
advertising doesnt sell the product, there is no point in advertising to begin with.
Ogilvy also wrote a book that depicts his personal work ethic, it impressively sold
600,000 copies in 11 different languages and was heralded as one of the most
authoritative books on advertising by agency execs.
The campaigns Ogilvys agency created were significant and reflected the
agencys desire to create continuing stories. The Man in the Hathaway Suit is just
one example of this. Ogilvys strong work ethic and morals lead them to generate
accounts with some of the largest companies, including American Express, Sears,
Ford, IBM, and Nestle. Some of the largest brands today have their roots in the
advertising campaigns of Ogilvy & Mather.

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Societal and Industrial Context


Throughout the reign of David Ogilvy, we see great periods of transition in
America, and a reflection of this change directly correlate to the cultural time
periods. In the 1940s, the United States emerged from WWII with a newly refined
spirit. Out of a recession and back from battle, a post war boom emerged with the
attitude to settle into new life, and to consume to achieve this happiness. Major
changes in advertising saw a shift away from product features towards product
images and personality. Entering into the 50s, suburbia and conformity allowed for
hyper-consumerism to keep up with ones neighbor. Entering into the creative
revolution of the 1960s, viewers became increasingly skeptical towards
government and big business. To combat this, ad agencies were more open-minded
and unique in their approaches to the target the consumer. The average buyer was
now younger, and new ad minds entered the agency world for the first time ever,
with the hiring of Jews, Italians, and Greeks instead of the commonly accepted
stereotype of the Ivy League WASP. Advertising was becoming more accessible than
ever, and not a gentlemans club where only the rich and privileged had a say in
the matter.
Individual Biography
The individual biography of David Ogilvy was also viewed. He has ventured
into various occupations along his journey to becoming an influential icon in
advertising. As his bio is revealed, future advertisers will be able to capture the true
essence of what Ogilvy represented. His entry into advertising highlights the many
successes he has accomplished in the field of advertising. Ogilvys marketing style

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involves a concept of research methods that he believes will provide a better


connection with consumers. His intensive research style has created a format that
many advertisers follow today. The scope of his impact on this industry, roles in
advertising, and interest beyond advertising will allow for the understanding of his
strategic styles. The history of Ogilvys path through advertising best describes his
unique process to reach better feats in advertising. Though he is currently not with
us anymore, his legacy will live on through his past books and campaigns.
Signature Advertising Campaigns
David Ogilvys advertising philosophy as well as his signature and major
advertising campaigns are very significant in influencing advertisers. David Ogilvy
was one of the central people who pioneered advertising agencies as well as great
ads and campaigns. In his book, Confessions of an Advertising Man, he clearly
outline a set of rules depicting his advertising philosophy as well as rules to run an
effective agency. The main principle behind his advertising philosophy was to treat
customers like friends to establish a relationship with them. He stated to give clients
facts and not try to manipulate them. He aimed to treat people well while being
honest and sincere.
Another thing he mentions in his book was to be original, as well as engaging
and not boring. He stresses that in order to produce great ads, you have to have
something that is interesting that will keep the viewer engaged and interested. He
even mentions as one of his rules that you should produce ads that you would want
your family to read. Also some of his major campaigns were another section that I
researched. Though he had several famed advertisements, his most well-known

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advertisement was The Man in the Hathaway Shirt. This ad contained Ogilvys
famous image and copy as well as a continuing story. He featured the mysterious
man who had several different adventures throughout his campaign. This
advertisement had a massive impact and is still being used today as an example for
other ads.
Historical Significance/Contributions
David Ogilvy made a significant impact on advertising practices, methods and
styles that led him to be impact many individuals. With the start of his agency Ogilvy
desired to build upon honesty. He understood the focus of advertising was to sell
and that in order to reach the consumer, you had to be sensitive to the consumer. He
also established himself as an ethical man and placed great pride in his work. As
Ogilvy left his mark on his founding firm, he also left an impact on the entire
advertising industry. His lasting impact continues on through advertising styles as
well. We will examine each of the areas of impact to further exemplify the imprint
that David Ogilvy truly had within advertising.
Philosophically Remodeled Campaign
As we move towards creating executions for our campaign, his legacy will
exemplify a more modern form through our work. Our group chose a technology
brand, OtterBox, as the brand in which we wanted to reposition by utilizing Ogilvys
styles and concepts of advertising. He believed advertising was a long-term
investment in brand building. In our case, a continuing story can help build the
brand. Thus, as an individual examines our work, they will see the investment in
brand building through our Agent O story line. By using Ogilvys methods our

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campaign for OtterBox phone cases will effectively reach our demographic. Our
demographic consist of the klutzy, spontaneous, chaotic, and graceless individuals
who have broken a device or valuable due to their active lifestyle.

Societal and Industrial Context


a) Key political, social, economic, or cultural events (1940s-1960s)
o WWII
Ogilvy worked for the British Intelligence Service at the British
embassy in D.C.
Made recommendations for diplomacy and security of U.S.
Women fill the role of men while they fight overseas
Huge war stimulus carries U.S. out of depression
o Post War Boom
Ogilvy sets up shop on Madison Ave, 1949
Social Class in America book provides advertisers of new audiences
Television explosion- ads on TV
McCarthyism (Anti-communist sentiment)
40,000 mile interstate highway system
Soviet launches Sputnik
o Creative Revolution Historical Events
JFK has first televised debates against Nixon
Cuban Missile Crisis
Civil Rights Act
JFK Assassination
Vietnam War
Hippies
Land on moon 1
b) Key Events within the Advertising Industry
i. Major Personalities
o four leading admen (Reeves, Burnett, Ogilvy and Bernback)
tools being used included: scientific research, simple repetition, good
ol days references alluding to prewar and pre depression,
streamlined product forms and headline typefaces, literal
representations, realism over expressionism, pop art
shift away from product features towards product image and
personality
Ogilvy utilized unique hooks to capture attention, straightforward,
low key concept
1

Sivulka, 1998

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o Fabulous Fifties catching up


enjoying post war family life
major purchasing of automobiles, houses, appliances
demobilization at reconversion
GI Bill- education and jobs readily available 2
o Keeping up with the Jones
Conformity
Be like your neighbor
Concept of shortened life span of products
More money to spend
Teens spent it too
ii. Significant Criticisms
o creative revolution defined the 1960s
their work in the 50s set up the seeds for flourishing in the openminded 60s era
different buyers:
younger
more skeptical audience
o new ad minds and processes
agencies begin hiring Italians, Jews, and Greeks instead of WASP, ivy
league
Ogilvy now worked for a fee, instead of just commission based
American dream

Agency Biography
a) History of Company
i. Company founders
o David Ogilvy started the advertising agency Ogilvy & Mather in
1948 without any clients and two staff.
ii. Corporate Philosophy
o Advertising approach was unique for its time. The goal was to
create advertising that sells and the way to do that is to build up
strong brands.
o In Confessions of an Advertising Man, David Ogilvy emphasizes
work ethic in leadership. As long as David Ogilvy worked hard, he
knew his employees would have no complaints about working just
as hard. This work ethic translated into a cohesive agency that
valued hard work and commitment.
o Ogilvy process: research the product, position the product, create
a brand image, and have a big idea in order to attract the attention
of the consumers. Without a big idea, he argued, consumers would
2

Sivulka, 1998

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simply overlook the advertising. The agency sometimes wrote


long copy ads that were informative and factual. 3
iii. Technological Advances
o Before Ogilvy founded his agency, he credits George Gallup as a
major source of influence on his thought process. It was here that
Ogilvy developed a practice for researching his product and
consumer before developing advertisements. This became a
cultural value shared at the agency.
iv. Trends Developed or Followed
o Soft sell was an approach pioneered by Ogilvy that was based on
a revolutionary idea for its time. The consumer is not a moron.
She is your wife. Try not to insult her intelligence, stated Ogilvy.
v. Impact on Advertising Industry
o Ogilvy & Mather is considered to have started a creative revolution
in the 1960s when most of the style of advertising was droning
and repetitious.
o The 11 rules listed above are considered by chairman and chief
executive of BBDO Worldwide Allen Rosenshine to be a bible of
what constitutes good and bad advertising.
o Over 600,000 copies of Confessions of an Advertising Man in 11
different languages have been sold.
o Ogilvy is also credited with bringing some sense of stability to the
somewhat chaotic creative process of advertising, mixing the art
of creativity with a certain amount of science and right-brain
thinking. 4
b) Scope of Business
i. Major Clients
o American Express, Sears, Ford, Shell, Ponds, Dove, Maxwell House,
IBM, Kodak, Gillette, GlaxoSmithKline, Nestle, Mattel, and others.
ii. Major Campaigns
o Schweppes and the Commander Whitehead campaign describing
the product as having Schweppervescence.
o The island of Puerto Rico and the advertising campaign designed
to lure tourists by depicting it as a tropical paradise.
o Pepperidge Farms depicting a baker driving his horse-drawn
wagon along a country road.
o One of Ogilvys favorite campaigns for Rolls Royce emphasizes the
quiet ride with an ad reading: At 60 miles an hour the loudest
noise in this new Rolls-Royce comes from the electric clock.
o The man in the Hathaway shirt, which portrays an aristocratic
man with an eye patch leaving the reader to wonder what
happened to his eye. This ad transformed the then-obscure
Hathaway brand into one of the leading shirt manufacturers in the
3
4

Ogilvy, 2004
NYTimes, 2010

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United States. The ad went down in history as ranking 22nd on


AdAge.coms Top 100 Advertising Campaigns. 5
iii. Client Types
o Ogilvy & Mather didnt focus on specific industries; however their
selection of clients was documented in Confessions of an
Advertising Man. In Chapter 2, David Ogilvy describes a few rules
that are used to determine which clients he would and would not
advertised for.
o Examples of rules for selecting clients: Only advertise for
companies whose products you are happy to associate with; dont
work with clients who have better advertising than you can offer;
ensure both parties make money in the advertising campaign. 6
c) Major Agency Competitors
o Rubicam and Young, Leo Burnett, Doyle Dane Bernbach (DDB),
Ted Bates & Co., and Barton Durstine Osborn & Batten (BBDO).

Individual Biography
a) Entry into Advertising
o At age 17, he applied for a job as an advertising manager at
Libertys, the fabric shop in London.7 However, the official mark of
Ogilvys entry into advertising was after he wrote the guide for
Aga salesmen in 1935. He sold so many Aga cooer stoves that the
company commissioned him to write a manual for the
enlightenment of the other salesmen.
o Once he sent a copy of the manual to his brother Francis at Mather
& Crowther, a London agency, he was hired in 1938.8 According to
the Ogilvy & Mather website, fortune magazine called it "probably
the best sales manual ever written.
i. Other Career Choices or Possible Directions
o Though David Ogilvy dropped out of Oxford's Christ Church
College at a young age, he was able to make an impactful mark in
the advertising industry. David Ogilvy had various directions he
could have taking during his career.
o He was a social worker in Edinburgh slums, chef in Paris working
65-hour weeks in the Hotel Majestics kitchens for only $7, and
returned to England at 24 to be a door to door sales man for the
Aga cooker stove.9 He was also an associate of Dr. Gallup in
research for the motion picture industry, an assistant to Sir
NYTimes, 2010
Ogilvy, 2004
7 Ogilvy, 1986
8 Ogilvy, 1978
9 Danzig, 1999
5
6

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William Stephenson in British Security Co-ordination, and a


farmer in Pennsylvania.10
ii. Initial Agency Path
o In September 1948, he opened a British advertising agency in New
York. He put up $6,000 to get started. Meanwhile in London,
Francis Ogilvy persuaded his Mather & Crowley partners to invest
in David's company.11
o Therefore, he founded the New York-based ad agency Hewitt,
Ogilvy, Benson & Mather (which eventually became Ogilvy &
Mather Worldwide), with the financial backing of London agency
Mather & Crowther.12
iii. Initial Job Roles
o He was a copywriter, chairman of Ogilvy &Mather's U.S.
operations, and a creative director at Ogilvy & Mather.
b) Timeline of Career Highlights
i. New Advertising or Marketing Styles
o In 1938, Ogilvy emigrated to the United States. In 1939, he was
hired by research guru George Gallup. He worked at the Gallup's
Audience Research Institute in New Jersey. Ogilvy cites Gallup as
one of the major influences on his thinking, emphasizing
meticulous research methods and adherence to reality. When
working at the Gallup's Audience Research Institute,
Ogilvy pretested screenplays, forecast trends, gauged movie stars'
popularity and, along the way, learned about his adopted
country.13 He later joined the war effort in Washington as a British
secret-service officer.
o In 1953, he popularized the concept of brand image. The quicksale, hard-sell style was out; advertising was a long-term
investment in brand building.
o To this day he is a powerful influence on young up-and-coming
advertisers through his bestselling books, Confessions of an
Advertising Man in 1963 and Ogilvy on Advertising in 1983.
o According to the Ogilvy & Mather website, he was elected to the US
Advertising Hall of Fame in 1977 and to France's "Order of Arts
and Letters" in 1990. It also stated that he died in 1999 and is
remembered as one of the few people to have shaped 20th century
advertising.
c) Interest Beyond Advertising
o His interests beyond advertising consisted of wanting to become a
prime minister when he grew up and wanting to become a

Ogilvy, 1963
Danzig, 1999
12 Danzig, 1999
13 Danzig, 1998
10
11

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professor of History at Oxford. However, in 1960 he became a


director of the New York Philharmonic orchestra.14

Signature Advertising Campaigns


a) Description of Advertising Philosophy
o David Ogilvy outlines his advertising philosophy distinctively in
his book, Confessions of an Advertising Man. Ogilvy lays out 11
rules from his book that are important in order to plan a great
campaign. They are as follows:
What you say is more important than how you say it: the
information you give is more important to the consumer than
the way you present it.
Unless your campaign is built around a great idea, it will flop:
in order for people to be affected by the advertising, it has to
be something new original.
Give the facts: information about the product is more
important than persuading the consumer with adjectives.
You cannot bore people in buying: in order for an
advertisement to be effective, it must make the consumer
want to read what it has to say.
Be well-mannered, but dont clown: bad-mannered
advertisements do not sell products, but advertisements
should not always be funny and comic either.
Make your advertising contemporary: make sure that you are
current with advertising and the information and ads will
appeal to the current demographic.
Committees can criticize advertisements, but they cannot
write them: good advertising cannot be a committee effort; it
must be the effort of the individuals who understand the
product the best.
If you are lucky enough to write a good advertisement, repeat
it until it stops pulling: do not stop an advertisement just
because you are tired of it, if it is still selling the product,
continue to run it.
Never write an advertisement which you wouldnt want your
own family to read: be honest and truthful with your ads, do
not try to manipulate your readers.
The image and the brand: all ads should contribute something
useful to the image and the brand the company is trying to
sell.

14

Ogilvy, 1978

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Dont be a copy-cat: any time an agency copies another


agencies ad, it is showing that it is an inferior company, and
will lose the respect of others.15

b) Major Campaigns/ Signature Advertisements


o The Man in the Hathaway Shirt,
One of the most well know and highly praised campaigns
The Man in the Hathaway Shirt. This Ad used the elements
of image and copy and contained a continuing character and
story.
o The Man from Schweppes is here,
o At 60 miles an hour the loudest noise in this new Rolls-Royce comes
from the electric clock
o Pablo Casals is coming home-to Puerto Rico

Historical Significance/Contributions
a) Impact at Agency
o Built agency on principle that the function of advertising is to sell
and that successful advertising for any product is based on
information about its consumer
Ogilvy understood the focus of advertising and that in order to
reach the consumer; you had to be sensitive to the consumer.
Desire to build upon honesty
o Focused on building brand-name recognition, and featured
lengthy, informative, benefit-oriented copy and eye-catching
people or symbols
Establishing these traits made Ogilvy stand out from those
during his time and worked toward his success in advertising.
o Resigned accounts when he lost confidence in a product
Furthermore establishes his respect for the business of
advertising and how greatly he valued his contribution an ad
account.
b) Impact on Advertising Industry
o Trailblazer
o Pioneered a fee system16
Unlike the traditional ways before that worked around
commission
Ogilvy saw fit to steer away from this method to bring forth
options in the way people were paid.17
o Ability to establish brand image and brand recognition.

Ogilvy, 1963
Ogilvy & Mather, 2010
17 Ad Age, 1999
15
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These distinctions had such an impact on the advertising


industry because it gave brands character and increased
popularity
Sparked competition among competitors to use similar tactics
to elicit the same response.
c) Impact on Advertising Styles
o Emphasis on fact-based & hard copy
Ogilvy was not about fluffing in his methods of advertising.
Ogilvy had a respect for the consumer and understood that for
a consumer to be receptive it was necessary to come off
realistic and genuine.
o Had a strong emphasis on the "BIG IDEA"18
Believed it was necessary to create something big about that
brand that would make any consumer receptive.
One of Ogilvys strong points as it established distinctness
among various brand
o Approach to advertising that regarded the consumer as an
intelligent buyer19
Remained most important in any brand client he took on.
Strayed from taking the opportunity to betray the consumers
trust.

Philosophically Remodeled Ad Campaign


a) Company Analysis
i. Owners of brand: Original founder/creator Curt Richardson
ii. Created brand in 1998/ inspired to be fun, creative & hard working.
Strong connection/association with Colorado (founded state)
iii. Name of brand: OtterBox originally an emphasis on water proof case.
Name originated from the fact that otters have water proof fur.
iv. Brand mission: Very team oriented, easy going, relaxed and nature
involved. Also close association with activity due large Colorado
nature influence. (biking, hiking, running, camping, kayaking, boating,
skiing, snowboarding, etc.)
v. Care about community and consumer feedback:
vi. Community link:
o Otter cares foundation
o Product Donation
o Newsletter
o Upcoming events
b) Market Analysis
18
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Advertising Age, 2010


Spotlight Ideas, 2010

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i. Phone cases and phone accessories


ii. Market: Growing; constantly new phones coming out; companies have
to make models to fit new devices; need to fit trends of styles and
designs.
iii. Trends: Blackberry, iPhone, Driod, iPad, Evo
o A need to make phone accessories/cases geared towards these
models
iv. To stay relevant within the market OtterBox will need offer variety,
feasible models as well as models to fit changing phone devices.
Evolves as phone market evolves.
c) Consumer Analysis
i. The product will be primary purchased by the consumers who are
keeping up with the latest trends in technology. According to the
official website, Our cases are dedicated to all the klutzy,
spontaneous, chaotic, graceless individuals who have broken a device
or valuable due to their active lifestyle and like our customers, we've
been there too! So the product is marketed towards the accidentprone individual.
ii. The product may be purchased as a gift, work, and personal use as
well. The consumer satisfies their need for a durable phone case that
will protect their sometimes rather large investment in an advanced
smart phone
iii. The product will most likely be purchased at any time of the year;
however Holidays may result in higher purchases. Consumers
purchase expensive phones so their motivations to buy the product
result from their desire to want the best quality case to protect their
expensive phones. Consumer attitudes towards the product are
extremely positive. They feel as if they are protecting their investment
by purchasing this phone.
d) Brand Analysis
i. OtterBox is in the case market in which its known for providing
protective solutions for leading global handheld manufactures,
wireless carriers and distributors. OtterBox segments are businesses
professionals and everyday individuals who maintain high standards
for insuring their technical devices are protected. The critical factors
important to the product are that their cases are dedicated to all the
klutzy, spontaneous, chaotic, graceless individuals who have broken a
device or valuable due to their active lifestyle. It emphasizes its
durability and protection for individuals who use their technical
devices every day, in the office, outdoors and around town.
ii. The OtterBox cases come in three series. These are the Defender,
Commuter, and Impact series. The defender case is a multi-layer case
that completely encloses a device and withstands any environment.
The Defender Series case is rugged, essential smart phone protection.
This case is made of a clear protective membrane, high-impact
polycarbonate shell and durable silicone. It provides added protection
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against scratches, dust, drops, bumps and shock. The Commuter


Series case is a stylish, sleek and tough case that prevents potential
damage from a demanding lifestyle. Its a slim and tough protective
case made of a durable silicone mid-layer and a one-piece, custommolded polycarbonate shell. Its smooth finish allows it to slide easily
in and out of pockets. This case provides added protection against
scratches bumps and shock. Finally, the Impact Series case is a
durable simple silicone skin that absorbs impact and deflects bumps
and dings. This series is their simplest protective solution made of
compression molded silicone with innovative inner coring that
absorbs impact. The silicone shields from lint and has texturing that
provides a non-slick grippy-ness factor. The brand is different from
its competitors in the fact that it doesnt focus on stylish cases, yet it
main impact is to provide quality protection for customers valuable
devices.
iii. They provided a lot of case options such as Apple, Blackberry, Dell,
Google, HP, HTC, LG, Motorola, Nokia, Palm, Samsung, Sony, Trimble,
Waterproof and Bargain cases. With all these case options the product
may be expected to offer different styles for their cases. However, the
weakness for the product is that the cases are bulky and basic in style.
Yet, the purpose of the cases isnt for visual beauty, but for
maintaining the durability of a customers technical device through
quality protection. This product solves problems for customers who
think their cases are protected by the aesthetically pleasing cases
competitors offer. Competitors do offer a safeguard that protects the
screen from scratches but thats not protecting the entire device like
OtterBox. Thus, the brands point of differentiation is its high quality
protection. That is their competitive advantage.
e) Competitive Market
i. OtterBox is in competition with the upper echelon of iPhone cases.
Tech Blogger Mark Knowles listed it in his top 5 favorite cases list
along with Aircraft, Speck, Scosche, and DLO products respectively.
Apple outsources its case provider to Incase, which has the highest
popularity in customer purchase habits and satisfaction on Apple.com.
Apple also outsources its casing to Belkin, Griffin, and Speck. Otter is a
3rd party dealer as well, but does not have a relationship with apple to
have presence on their website.
ii. The comparative advantage for OtterBox lies in its unparalleled
durability. It is unrivaled in the market in terms of being waterproof
and withstanding damage; however it is bulkier than other cases.
Through Amazon, they are ranked #3 in the cell phone accessories
category.
f) Advertising Strategy
i. Target group - We are targeting young consumers of mobile devices
who consider their lives to be chaotic, klutzy, and spontaneous. These
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individuals have experienced the pain of dropping or scratching their


phone, which may damage or completely destroy the devices that are
very expensive to replace. They are often in situations that place their
cell phones at risk of danger, such as construction workers, college
students who are biking and running around campus, military
personnel, tourists, and sports enthusiasts.
ii. Proposition Our communication will be two-fold. On one hand, we
want to communicate our product offering by showing that it is
durable and strong in a wide array of situations. For example, our ads
portray people in situations where they normally would not carry or
use a cell phone. These examples include rock climbing, surfing, and
skydiving. These are all dangerous situations, which may reflect the
lifestyle of the target group, however the use of the phone suggests
that the phone is not in danger because its en cased in our protective
product the OtterBox. One ad portrays a female British MI5 agent
rock-climbing while talking on the phone. This suggests some
mystery because we dont fully explain the context of the situation
(people know this woman is in the MI5, but they dont know exactly
what she does and they are unsure of why she is using her cell phone
while rock climbing).
iii. Role of the advertising Just as with the Hathaway campaign, we
want to instill a curiosity in the consumer. We want them to research
Agent O and understand who she is, what shes doing, and why shes
using her cell phone so casually in extreme situations. We hope this
will lead them to talk to their friends about the humorous and
mysterious ads, which will fuel further sales of the product line. We
want people to positively perceive the advertising campaign and the
product as one that survives extreme conditions.
g) Creative executions attached below.

Radio Script
The purpose of this thirty-second radio spot was to show the consumers how
the OtterBox phone case uniquely protects our most valuable possession. Creating
this radio spot in a mysterious and adventurous setting was ideal simply because
our targeted consumers are those who are technology savvy and looking for ways to
protect their phones from water damage, dings, bumps, and scratches. For the most
part learning the quality and product features through a mysterious character grabs

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the attention of the audience. It also, captivates the ideal of brand building when
communicating the same message used in our print advertisement. The message So
feel safe. Agent O does. was very important to connecting our consumers to the
ideal of quality durability and protection to the product.

Print Ad
When designing these ads, we considered what Ogilvy would do if he were to
design these ads in the 21st century. We know Ogilvy used the continuing story to
create a compelling campaign for the Man in the Hathaway Shirt, so we wanted to
take the same approach. We used techniques such as mystery and humor to connect
with our audience. For example, in the first advertisement we chose a female
British MI-6 agent to demonstrate the durable attributes of the product. The viewer
does not fully understand who the person in the advertisement is and may seek out
additional information or discuss this in conversations with their friends. David
Ogilvy also achieved these same affects through his Hathaway campaign by using a
mysterious central figure and placing him in different settings. We also were able to
communicate the strength and durability of the product by putting the agent in
extreme settings, such as swimming (water-proof), mountain climbing (long drops,
scratches), and skydiving (dents and scratches).

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Radio Script:
OTTERBOX PHONE CASES: 30 Radio
SFX:

JAMES BOND THEME MUSIC


SHORT AND FADE UNDER

ANNCR:

Agent O is out on the prowl with


her cell phone. Climbing the
steepest hills and swimming in the
depths of the ocean. But, why is
she so spontaneous? Better yet,
why does she have her cell phone?

SFX:

JAMES BOND THEME MUSIC

SFX:

MUSIC OUT

ANNCR:

Its because she knows that with


an Otter Box Case quality
protection will be guaranteed.

SFX:

JAMES BOND THEME MUSIC


LONG AND FADE UNDER

ANNCR:

The OtterBox phone case provides


customers with the highest
standards of satisfaction and a
promise: to provide unparalleled
durability and unriveted
protection. So feel safe. Agent O
does.

SFX:

MUSIC OUT

ANNCR:

To purchase your OtterBox case


visit www.otterbox.com today!

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b)

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Bibliography
Bibliography (Jared)
Hays, Constance L. "David Ogilvy, 88, Father of Soft Sell In Advertising, Dies Obituary; Biography - NYTimes.com." The New York Times - Breaking News,
World News & Multimedia. N.p., n.d. Web. 9 Oct. 2010.
<http://www.nytimes.com/1999/07/22/business/david-ogilvy-88-fatherof-soft-sell-in-advertising-dies.html>.
"Ogilvy & Mather." Ogilvy & Mather. N.p., n.d. Web. 8 Oct. 2010. <www.ogilvy.com>.
Ogilvy, David. Confessions of an Advertising Man. New Ed ed. New York: Southbank
Publishing, 2004. Print.
Bibliography (Marie)
Danzig, Fred. David Ogilvy: The last giant. (cover story). Advertising Age; Vol. 70
Issue 31, p1-46, 4p, (1999). <www.ebscohost.com>
Danzig, Fred. From failed farmer to advertising legend. Advertising Age; Vol. 69
Issue 38, pc25-c25, 1p, (1998). <www.ebscohost.com>.
McDonough, John. Ogilvy & Mather at 50. Advertising Age; Vol. 69 Issue 38, pc1-c1,
4p, (1998) <www.ebscohost.com>
Ogilvy, David. The unpublished David Ogilvy. New York: Crown, c1986.
Ogilvy, David. DAVID OGILVY An Autobiography. Great Britain: Hamish Hamilton,
1978.
Ogilvy, David. CONFESSIONS OF AN ADVERTISING MAN. Canada: McClelland &
Stewart Ltd., 1963.
Ogilvy & Mather. Ogivly & Mather David Ogilvy.
<http://www.ogilvy.com/About/Our-History/David-Ogilvy-Bio.aspx>.

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Bibliography (Brandon)
"Confessions of an Adverting Man (paperback)." Amazon.com. 2006. Amazon.com.
17 Jul 2006 <http://www.amazon.com/gp/product/productdescription/
1904915019/ref=dp_proddesc_0/102-85661764636117?ie=UTF8&n=283155&s=books>..
Bibliography (Howie)
Sivulka, Juliann. Soap, Sex, and Cigarettes: a Cultural History of American Advertising.
Belmont, CA: Wadsworth Pub., 1998. Print.
Bibliography (Ariel)
David Ogilvy (1911-1999), Ad Age, accessed November 4, 2010
<http://adage.com/century/people004.html>.
David Ogilvy, Ogilvy & Mather, accessed November 3, 2010
<http://www.ogilvy.com/About/Our-History/DavidOgilvy-Bio.aspx>.
David Ogilvy: The Last Giant Creative Titan: Legendary Adman revered for
Humanity, Advertising Age, accessed November 4, 2010.
<http://www.csub.edu/~pamela/read663/David_Ogilvy.pdf>.
Legends of Advertising: David Ogilvy, Spotlight Ideas, accessed November 4, 2010
<http://www.spotlightideas.co.uk/?p=105>.

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