TOP 100 PEOPLE OF THE CENTURY:
4.- David Ogilvy
A self-described “advertising classicist” influenced by Claude Hopkins, John Caples
and Raymond Rubicam, Ogilvy emphasized fact-based, long copy to advance Albert Lasker’s salesman-ship-in-print philosophy. Ogilvy’s agency, opened in 1948, created clean, powerful ads marked by graceful, sensible copy and a palpable respect for the consumer’s intelligence. His post-war creative bursts memorably served Hathaway shirts, Shell Oil, Sears, KLM, American Express, International Paper, IBM, Schweppes tonic, Rolls-Royce and Pepperidge Farm. Ogilvy pioneered a fee system, as opposed to commissions. During the “creative revolution” in 1961, the Copywriters Hall of Fame selected him as one of its first inductees.
Otros enlaces:
> TOP 100 people of the century
> Ogilvy.com
> Wikipedia
Álvaro Sotomayor en el Día C
Álvaro Sotomayor, escultor y director creativo, será el ponente invitado en la primera jornada del Día C, el próximo 29 de abril. Sotomayor ha desarrollado toda su carrera en Wieden & Kennedy Amsterdam donde ha estado al frente, entre otras, de las campañas de Nike.
Sotomayor hablará sobre la evolución de una agencia como Wieden y su particular relación con Nike.
EL FUTURO DE TU CARPETA
Esa misma tarde, los jóvenes que quieran tendrán la posiblidad de consultar, durante 7 minutos, su carpeta o su futuro con uno de los cinco directores creativos que estarán en el espacio para conversar con los jóvenes. Los profesionales que intervienen son los directores creativos de Bob (César García), de Contrapunto BBDO (Antonio Montero), de La Despensa (Miguel Olivares), de Remo (Pablo Torreblanca), de Sra Rushmore (César García). Los interesados que quieran consultar con estos directores creativos deberán inscribirse en el siguiente formulario.
TOP 100 PEOPLE OF THE CENTURY:
3.- Leo Burnett
Although rumpled, overweight Leo Burnett hardly embodied the “adman” image, his copy always impressed. Taught by Theodore MacManus at General Motors Corp., Burnett, a Michigan native, imbued copy with the product’s “inherent drama” through warmth, shared emotions and experiences. He left Erwin, Wasey, Chicago, in ‘35 to open an agency that spawned a distinctive “Chicago school,” i.e., sentimental ads drawn from heartland-rooted values. He created such evocative icons as the Jolly Green Giant, Pillsbury Doughboy, Charlie the Tuna and Tony the Tiger.
His Marlboro campaign, a legendary example of advertising’s power to build a global business, ultimately became a magnet for legislative crackdowns on tobacco marketing.
Otros enlaces:
> TOP 100 people of the century
> Leo Burnett – Big Ideas come out of Big Pencils
> Wikipedia
TOP 100 PEOPLE OF THE CENTURY:
21.-John Caples
For more than 50 years, John Caples served as one of advertising’s most
effective copywriters. Caples mastered results-oriented mail-order copy at Ruthrauff & Ryan, where he wrote, arguably, the 20th century’s most successful such ad: “They laughed when I sat down at the piano — but when I started to play!” The U.S. School of Music ad dramatically exemplified Caples’ belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, he stressed simplicity and “getting to the point quickly.” He joined what became Batten, Barton, Durstine & Osborn in 1927, where he served almost to the end of his days.
AD Genius
The biggest advertising stars still on business are in this blog. To get in, they must have won, at least, 10 lions in the last 10 years.
AD Genius 16: Hernán Ponce.
Country: Argentina.
Agencies: Ratto/BBDO, Young & Rubicam, Vega Olmos Ponce.
At Cannes: 25 lions, 1 Grand Prix, 3 Gold.
Strong Points: Advertising for teenage men.
Hernán Ponce, Rob McLennan, Gerry Graf, Eugene Cheong, Antonio Montero, Nigel Roberts & Paul Belford, Chuck McBride, Bernhard Lukas & Arno Lindemann, Charles Inge, Agnello Dias, Erik Vervroegen, Ari Merkin , Jureeporn Thaidumrong, Ícaro Doria, David Droga, Juan Cabral
Agencias: MMLB
Hoy comenzamos una sección dedicada a hacer un repaso de las agencias (históricas y emergentes, internacionales y nacionales) que han sido o son imprescindibles en la historia y evolución de la publicidad.
Para empezar este nueva sección, empezamos desde casa con MMLB..
MMLB
“MMLB was to Spain what DDB had been to the United States and what CDP was becoming – at roughly the same time” escribe Mark Tubgate en “Ad Land, a Global History of Advertising” .
Con esta frase podemos resumir la importancia de MMLB en la historia de la publicidad española.
Los fundadores de MMLB, en la época de la creación de la agencia. De izquierda a derecha, Marçal Moliné, Miguel Montfort, Joaquín Lorente y Eddy Borsten.
Después de cumplirse 30 años del nac¡imiento de MMLB, que revolucionó el concepto de agencia que se tenía entonces
En el pasado mes de octubre se cumplieron treinta años del nacimiento de MMLB, la mítica compañía creada por Marçal Moliné, Miguel Montfort, Joaquín Lorente y Eddy Borsten., que revolucionó el concepto de agencia que se tenía por aquellos años.
En el momento de nacer, los fundadores de MMLB publicaron un manifiesto, dirigido a “los anunciantes, publicitarios y medios del país”, que era toda una declaración de principios, fundamentalmente porque renunciaban al negocio de los medios, una postura que resultó ser toda una premonición (ver recuadro)
Hoy, Marçal Moliné recuerda que el manifiesto “levantó ampollas. MMLB era una agencia con una oferta y un posicionamiento distintos, una imagen diferente, y en los diez años que estuve jamás tuvimos que salir a buscar clientes: venían solos, crecíamos continuamente, no participamos en concursos. Una pasada”. Moliné recuerda como en la segunda parte de los setenta, con la recién nacida democracia, la proliferación de medios hizo que las planificaciones se complicaran: “Por eso montamos con José Sirvent Tecnimedia: para planificar. El cliente se iba con la planificación y compraba donde quisiera. El propio Martínez-Rovira ha contado en entrevistas más de una vez que eso le animó a crear Media Planning, en la escalera de al lado de MMLB: los clientes salían de una puerta y entraban en la otra y santas pascuas”.
Caminos dispares
Treinta años después la agencia ya no existe y sus cuatro fundadores han seguido caminos dispares: Moliné realiza trabajos de consultor independiente, tarea que compagina con la de conferenciante, escritor y articulista; Montfort, fallecido en abril de 1.998, fue el único que permaneció en la agencia hasta su cierre; Lorente creó en 1.985 su propia agencia, hoy propiedad de la multinacional Euro RSCG; Eddy Borsten, desligado de MMLB y de la publicidad hace muchos años, ejerce hoy labores docentes en la Universitat Ramón Llull… leer más (www.moline-consulting.com)
> Entrevista a Marçal Moliné
> Marçal Moliné (wikipedia)
> MMLB, c de c de honor 2008
TOP 100 PEOPLE OF THE CENTURY:
61.-Harrison King McCann
McCann introduced the “total marketing” concept in 1912 as he led his agency to overseas growth. Enthusiastic about motivational research studies, he took advertising beyond its creative focus and introduced public relations, research library, sales promotion and production survey services. The U.S. ordered Standard Oil Co.’s breakup soon after McCann became its ad manager in 1911, so he formed H.K. McCann the next year to provide ad continuity, and opened overseas offices. In 1930, the Depression led him to merge with Albert Erickson’s smaller 17-year-old agency.
TOP 100 PEOPLE OF THE CENTURY:
66.- J. Walter Thompson
In 1867, Massachusetts native Thompson, known as the Commodore, joined Carlton & Smith, New York, as a space rep for religious magazines. After buying C&S in 1878, he acquired exclusive control of ad space and began creating ads. On becoming a major women’s market resource, in 1886 he put his own name on the agency’s door. Thompson introduced testimonial ads, pioneered census-based demographic and economic research that added scientific overtones to the industry, coined the phrase “It pays to advertise” and devised the account executive concept. However, with his account people controlling creative work, JWT’s growth began to lag rivals’ by 1900. In 1916, he sold JWT to Stanley Resor.
TOP 100 PEOPLE OF THE CENTURY:
22.- Dan Wieden and David Kennedy
American advertising’s creative mainstream coursed away from the New York-Chicago-Los Angeles
axis in the ’80s as telecommunications technology dissolved distance barriers. Wieden & Kennedy, founded in 1982 in Portland, OR, emerged as the creative magnet for this change. Dan Wieden’s shop won awards by living on the edge of controversy with irreverent work. Eschewing research and traditional elements, Wieden produced breakthrough work for Pepe jeans, Subaru, Nike, Honda motorcycles, Microsoft, ESPN and TV Guide, and more advertisers, and agency creatives, “discovered” the Northwest.
TOP 100 PEOPLE OF THE CENTURY:
8.-Maurice and Charles Saatchi
With the award-winning London agency they opened in September 1970, “the” brothers went on a 16-year acquisition
spree that created the world’s largest marketing conglomerate and permanently altered and redefined the U.S. advertising landscape. The Saatchis’ unprecedented U.S. invasion and acquisition frenzy, essentially driven by a compulsion to be No. 1, involved dozens of companies, including Backer & Spielvogel, Compton Advertising, Dancer-Fitzgerald-Sample and Ted Bates Worldwide, as well as research, PR, sales promotion and consultancy firms.
And the brothers’ financial officer, Martin Sorrell, would split off in ‘86 to create WPP Group, acquire J. Walter Thompson Co. in ‘87 and build a rival marketing network. In 1995, Saatchi directors rebelled against the brothers’ lavish spending and ousted them from the troubled multibillion-dollar publicly held company. The brothers Saatchi thereupon created M&C Saatchi – a small London-based agency – while Saatchi & Saatchi survived, and WPP Group grew to be one of the top three holding companies.
> http://www.saatchi.com/ (la que originalmente fundaron)
> http://www.zappingmcsaatchi.com/ (la que fundaron al ser Maurice despedido de la anterior)
