Direct Marketer & Direct Response Copywriter, Lawrence Bernstein » Ogilvy & Mather Direct Swipe File

The Magic Lantern: Financial Advertising That Sells

Lawrence Bernstein — Fri, 08 Apr 2011 18:35:32 +0000

Last year, I had the chance to talk to former Ogilvy & Mather CEO, Ken Roman, after the release of his outstanding biography on David Ogilvy.

One of the things we discussed was the extraordinary series of print ads that Ogilvy & Mather Direct published in the 1960s and 1970s.

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David Ogilvy and the 10 Day Home Confinement Ad

Lawrence Bernstein — Mon, 02 Nov 2009 17:42:57 +0000

How do you really know if you’re a copywriter and not just someone who dabbles writing ads?

It’s pretty easy to tell.

Little things like meals (and showers) cease to have the same importance when you’re in the heat of writing an ad.

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How To Launch New Products

Lawrence Bernstein — Wed, 10 Dec 2008 23:15:45 +0000

In the early 1970′s Ogilvy & Mather Direct unleashed a series of ‘house ads’ that netted several whale-sized clients.

House ads, of course, have nothing to do with real estate but refer to the advertising which agencies create on their own behalves to gain and retain business.

Ogilvy & Mather Reports On Its First Year

Lawrence Bernstein — Tue, 25 Nov 2008 04:05:21 +0000

One of the first in a long series of house ads for Ogilvy and Mather.

This one was published in 1966 shortly after Ogilvy became a public company.

Ogilvy & Mather Direct Ad # 4: “How To Create Advertising That Sells”

Lawrence Bernstein — Sat, 15 Mar 2008 19:05:17 +0000

Ogilvy & Mather unleashed a series of “house ads” in the late 60′s to early 70′s, which dazzled readers with its depth, and hooked more whale-sized clients than any house ads before or since. Many tens of millions were spent on these insertions in major publications worldwide.

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Advertising Joint Venture #1: David Ogilvy & Reader’s Digest

Lawrence Bernstein — Wed, 20 Feb 2008 10:08:16 +0000

Joint venture partnerships are so ripe with possibilities and stacked with leverage, one could focus exclusively on them — while ignoring almost everything else — and still be reasonably successful in business.

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Every Secret But One In This Book: David Ogilvy Ad for “Confessions of An Advertising Man”

Lawrence Bernstein — Tue, 19 Feb 2008 12:21:18 +0000

Though the bullets are far from remarkable under a 2008 lens, this is surely a headline which compelled more people to read a footnote than any other.

“Every Secret But One In This Book”

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David Ogilvy On Long Copy

Lawrence Bernstein — Fri, 10 Aug 2007 22:20:19 +0000

The debate about the effectiveness of long copy verses short copy seems like it could rage on for another century.

In part, it’s fueled by those with a vested interest in promoting long copy. They refuse to admit that sometimes when you have a widget for sale, the best approach is to write a three word ad: “widget for sale.”

Ogilvy & Mather’s House Ads: The Ultimate Swipeable Ads for Freelancers

Lawrence Bernstein — Mon, 06 Aug 2007 14:43:52 +0000

Here’s what David Ogilvy says of the famous “house ads” run by Ogilvy and Mather in the 60′s and 70′s:

“Left alone, copywriters write ads to impress other copywriters, and art directors make layouts to impress other art directors.

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