Chapter 1 (continued)

The Creative Revolution:
- 1960-1969 - Cultural Forces
+ Countercultural movements
• "Break the Rules"

- 1950-1969 - Business Forces
+ A new breed of agencies
+ A new communication style
+ Three influential individuals

Three Key Individuals:
1. Bill Bernback, Doyle Dane Bernback (DDB)
2. Leo Burnett, Chicago IL
- Hand reaching for the stars.
3. David Ogilvy
- Came from UK to start agency - Ogilvy & Mather
- Wrote books about advertising

Paul Rand -Very Influentional Graphic Designer, ###

Bill Bernbach - started as writer for head of World's Fair. He meets Paul Rand at small ad agency. ### Develope DDB

The DDB Style:
Ohrhach's - their first account AD:It's in, but maybe you shouldn't be in it.
Levy's - diversity with "effective suprise" AD:You don't have to be Jewish to love Levy's
Polariod - dramatic visual demonstratoin
Jamacia - one word anda visual

DDB Style - THREE KEY Campaigns:
1. Mobil - "We Want You to Live" AD:Till death do us part
2. Avis - Helped inspire "Positioning"
3. VW - Campaign of the Century

THe DDB Influence:
- A New Way of Creating Ads
+ Writer/Art Director Team
+ "The Concept" [there was a reason/benefit to the ad]
- A New Industry Standard - in every award show
- "Ad Age" chose Bernbach as their "Adman of the Century"


The Burnett Style
"Inherent Drama" [built up a dramatic personality]
- Here's how Leo's agency captured the wholesome personality of a Kellogg's breakfast.
- The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliably
Cookies? Keebler Elves!
It made Leo's agency's campaigns long-lasting and part of our culture.
- "The glacier-like power of friendly familiarity."
- Time Magazine chose Leo Burnett as their "Ad Man of the Century"

The Ogilvy Approach
He took classic lessons on copywriting and added his own wit and style...The result was ###
Craftsmanship
Research - headline was from a British car magazines
Editing - all copy is tight and bright
Wit - upscale without being a snob

Story Value
Imagery: one small device - the eye patch - adds interest [and easy association]

Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over.

"Rules"
Find out what works- and repeat it!

Ogilvy grew his agency into a world-class organization, with:
- New Generations of capable management
- world-class clients
- long-term relationships
- over time, his agency was the most successful

Marketing Revolution: (1970-1979
Tougher economic times
New, more "scientific" tools:
- Brand Management
- Market Reserach
- Segmentation
- "Positioning"

Brand Mangagement
Neil McElroy's Idea at P&G (1931)
Competitive brand within a company
Becomes standard for marketing organinization
###

Market Research: The Result
The companies understand their consumers mroe accurately
###

Segmentation
product differentiation is responce to consumers' differing needs
maximizing potential market share
[five or six varieties of Tide detergent, unscented, with bleach, liquid form, etc]

Positioning
Positioning was a new perspective on the marketplace.
There were too many products, and too many messages.
Marketers had to deal with this new marketing reality.
The Positioning authors said advertising had to evolve from hard-sell "reason why" ads...
Through image ads..to advertising based on "the mind of the consumer"
Though the mind of the consumer was overloaded with messagees... in most product categories, ###
Within each category, there are four basic positions.