Advertising has a long history dating back to ancient civilizations, where merchants would use billboards and other forms of visual communication to promote their goods. However, the modern advertising industry as we know it today began to take shape in the late 19th and early 20th centuries, with the advent of new technologies such as the printing press and mass production.
One of the early pioneers in the advertising industry was the agency BBDO (Batten, Barton, Durstine & Osborn), which was founded in 1928. BBDO was known for its innovative and creative approach to advertising, and helped to establish many of the principles and techniques that are still used in the industry today. The agency was also one of the first to use market research and data analysis to inform its advertising campaigns, which helped to make them more effective and efficient.
Over the years, the advertising industry has continued to evolve and change in response to new technologies and cultural shifts. Some of the key developments in the history of advertising include:
- The rise of television in the 1950s and 1960s, which led to a shift towards more visual and emotional advertising campaigns.
- The advent of the internet and digital technologies in the 1990s and 2000s, which have greatly expanded the reach and potential of advertising, and have made it possible to target specific audiences and track the effectiveness of campaigns.
- The increasing importance of social media and mobile devices, which have made it possible for brands to engage with consumers in real-time and on a personal level.
- The growing awareness of the impact of advertising on society, and the need for ethical and responsible advertising practices.
Today, advertising is a highly sophisticated and dynamic industry that continues to evolve and adapt to changing technologies and consumer habits. Companies like BBDO and others still exist, but new players and new forms of advertising has emerged and is constantly being innovated.
BBDO Quotes and Concepts
BBDO (Batten, Barton, Durstine & Osborn) is known for its innovative and creative approach to advertising, and has developed several key quotes and concepts that have become industry standards. Some of the most notable include:
- “The most powerful element in advertising is the truth.” This quote by Bill Bernbach, one of the founders of BBDO, emphasizes the importance of honesty and authenticity in advertising, and the power of real-life stories and experiences to connect with consumers.
- “Differentiation is the one thing that makes a difference.” This concept, developed by BBDO, highlights the importance of standing out from the competition and finding unique and compelling ways to communicate with consumers.
- “The Big Idea” is a concept developed by BBDO that refers to the central message or idea that lies at the heart of an advertising campaign. The big idea should be simple, memorable and powerful, and it should be the foundation for all aspects of the campaign.
- “The Brand Identity Prism” is a concept developed by BBDO that helps brands to understand and communicate their unique identity and values. The prism includes six different elements, such as personality, culture, relationship and reflection, that help to create a holistic view of the brand.
- “The Brand Pyramid” is a concept developed by BBDO that helps to organize and prioritize the different elements of a brand. It includes brand promise, brand personality, brand positioning, and brand essence.
These concepts and quotes demonstrate the innovative and creative approach of BBDO towards advertising, as well as the agency’s focus on understanding the consumer and creating compelling, authentic and memorable campaigns.
Advertising Pioneers
David Ogilvy is widely considered one of the most influential figures in the advertising industry and is often referred to as the “Father of Advertising.” He is best known for his innovative and creative approach to advertising, his emphasis on research and testing, and his ability to create compelling and memorable campaigns.
David Ogilvy is most famous for his work as the founder of Ogilvy & Mather, one of the most successful and respected advertising agencies of the 20th century. He started the agency in 1948 and it quickly gained a reputation for its innovative and effective campaigns.
He was also known for his ability to create iconic and memorable advertising campaigns, such as the “Man in the Hathaway Shirt” campaign, which featured a mysterious man with an eye patch and helped to establish Hathaway as a top-brand shirt.
Ogilvy was also a prolific writer and speaker, and his books, such as “Confessions of an Advertising Man” and “Ogilvy on Advertising” are considered classics in the industry and are still widely read and referenced today.
He is also credited with developing several key concepts and techniques that are still used in the advertising industry today, such as the “Unique Selling Proposition” (USP) and the “Big Idea.” He also emphasized the importance of research and testing in advertising, and was a strong advocate for the use of data and evidence to inform and improve advertising campaigns.
David Ogilvy passed away in 1999 but his legacy and impact on the advertising industry lives on. He is still considered one of the most influential and respected figures in the history of advertising.
“The consumer is not a moron, she is your wife.” This quote, attributed to David Ogilvy, one of the founders of Ogilvy & Mather, highlights the importance of treating consumers with respect and understanding, and creating advertising that speaks to them on a personal level.
There have been many influential figures in the history of advertising, here are a few examples of some of the most notable and influential leaders in the industry:
- Bill Bernbach: He co-founded the agency Doyle Dane Bernbach (DDB) in 1949, and is considered one of the most important figures in advertising history. He is known for his innovative and creative approach to advertising, and for his ability to create compelling and effective campaigns. He is also credited with developing the concept of “creative revolution” in advertising, which emphasized the importance of creativity and individuality in advertising.
- Mary Wells Lawrence: She was an American advertising executive who founded the advertising agency Wells Rich Greene in 1966. She was the first woman to head a major New York advertising agency and was known for her creative and effective campaigns, and for her ability to understand and connect with consumers.
- Leo Burnett: He was an American advertising executive and the founder of Leo Burnett Worldwide, one of the largest advertising agencies in the world. He is known for his ability to create iconic and memorable advertising campaigns, such as the Marlboro Man, the Pillsbury Doughboy, and Tony the Tiger. He also believed in the power of storytelling in advertising, and his campaigns often featured relatable and endearing characters.
- George Lois: He is an American art director and graphic designer, known for his influential advertising campaigns and iconic magazine covers. He is credited with creating some of the most memorable and effective campaigns of the 1960s and 1970s, such as the “I Want My MTV” campaign and the “Think Small” campaign for Volkswagen. He also helped to develop the concept of the “big idea” in advertising.
- John Hegarty: He is a British advertising executive and a founder of Bartle Bogle Hegarty (BBH) in 1982, one of the most award-winning and renowned agencies in the world. He is known for his ability to create iconic and effective campaigns and for his emphasis on creativity and innovation in advertising.
These individuals and many more have shaped the advertising industry and have left a lasting impact on the way advertising is created and executed. Each of them had their own unique approach and perspective, and their work continue to be a source of inspiration for many in the advertising industry today.
