广告人必须人手一本的装逼利器


编者按 | 大伙儿想必对于全银河系史上最牛逼的公关公司(对,你没看错,不是广告公司,有空我再和你聊)- 奥美(Ogilvy & Mather) 已经相当熟悉,而奥美的创始人(之一)大卫奥格威 ( David Ogilvy ) 更是江湖传说和膜拜多多。


显然,欧美公司相当有把创始人(们)的姓名直接作为公司名字,或者名字的组合(相当于中文语境里的== 翠花与狗蛋广告有限公司)的传统。所以,Ogilvy & Mather 的Ogilvy 来自于David Ogilvy,  那么,Mather 又是谁呢?


MATHER 到底是谁?

来源:公众号@Angry Editor


作者:Jeremy Webb

首先,正确发音是May-ther。和way或gay押韵的。


Edward Charles Mather 于1850年在伦敦建立一家广告公司。他当时27岁。100多年后,大卫•奥格威用Mather的名字在纽约开了一家小广告公司。


Edward Mather 当时被视为伦敦舰队街穿着最讲究的人。


1888年,他的儿子,第二个 Mather,名字为Harley Mather,建立了一家叫做Mather & Crowther 的广告公司。


又来一个Mather,Harley的儿子,Edward Lawrence Mather。他在1935年就j接替老爸成为 Mather & Crowther 公司的董事长。


该公司的广告做得很不错,例如- “eat more fruit ” 广告战役,还有二战著名的”An apple a day keeps the doctor away 日食一苹果,疾病莫缠我”。


他们还招了不少“段子手”。例如,当时很红的散文作家Fay Weldon。Weldon的“Go to work on an egg”的广告还挺受欢迎.

Mather & Crowther的工作时间是 9点半上班5点半下班。而在夏天,则提早到5点就下班,只是为了方便员工下班去打网球。


下一位是Ogilvy,不是我们知道的Ogilvy,是大卫•奥格威的哥哥,Francis Ogilvy。


Francis于1921加入了Mather & Crowther,做文案。他在1935年成为了公司的二把手(Managing Director 董事总经理)。


Francis Ogilvy 把 Mather & Crowther 打造成整个伦敦最牛逼的广告公司之一。


有人说,正因为Francis 在伦敦的成功,David 只好去了纽约。

“哥哥,你牛逼。我走还不行嘛”


不管原因是什么,大卫•奥格威搬到了纽约。然后在1948年9月1日,Hewitt, Ogilvy, Benson & Mather 在纽约被建立起来的。Ogilvy 当然就是大卫•奥格威;Hewitt是一位美国人,负责新公司的商务;Benson 和 Mather两个名字代表在伦敦的两家投资方。


过了几年,因为某些纠纷,Hewitt走了,大卫的公司就变成Ogilvy, Benson & Mather (OBM)。


还记得OBM在伦敦的投资方Mather & Crowther吗?1964年的时候,大卫•奥格威的OBM跟伦敦最牛逼的广告公司 Mather & Crowther合并了,成为Ogilvy & Mather International。


所以, 别忘记 Mather (家族)了。别忘记三位中任何一位Mather。他们都很厉害,跟Ogilvy (家族)一起创造了广告历史。


活久见


80年代时,在没有 Mather 本人/家族参与公司运营的时候,经常就有人建议大卫•奥格威改公司的名字。有一次被建议的时候,大卫同志就非常非常生气拍桌子说: “公司改名会是个大错误!我会用尽我的每一分力气来反对这个决定。”……(且慢)


“ 但是,一定要改的话,还是把Mather这部分去掉吧。”

所以,全世界范围内,


你一般看到的奥美的前台啊,LOGO墙啊

只见Ogilvy,不见Mather。

多少有那么些厚此薄彼,

O(∩_∩)O

哈哈哈~


Who is MATHER?


It’s pronounced “May-ther”. 


According to Kenneth Roman’s Ogilvy biography, Edward Charles Mather founded an ad agency in London in 1850 when he was just 27 years old. This was more than 100 years before David Ogilvy used both their names to start an agency in New York.


Mather was known as the best-dressed man on London’s Fleet Street.


His son, Harley, formed another agency called Mather and Crowther in 1888.


The third Mather, the founder’s grandson, took over his father in 1935 as chairman. This was Edward Lawrence Mather.


Mather pioneered generic advertising, or non-branded advertising – for example, the world-famous “eat more fruit” campaign.


Or, an apple a day keeps the doctor away, during world war two.


And agencies hiring KOLs is nothing new. Mather & Crowther hired Fay Weldon, a popular novelist and short story writer. 


She came up with “Go to work on an egg”:


Office hours were 0930-1730, except in summer when they finished at 1700 to play tennis.


Enter Francis Ogilvy, David’s older brother.


Francis joined Mather & Crowther in 1921 as a copywriter. He became MD in 1935.


He built the agency into one of London’s coolest. 


Some said that David came to New York to find new ground away from his brother.


Hewitt, Ogilvy, Benson & Mather was set up on September 1, 1948. Hewitt was the American in charge. Ogilvy was No. 2. Benson and Mather were the London-based investor agencies.


Hewitt then left after a falling out. It became Ogilvy, Benson, and Mather (OBM).


Remember Mather & Crowther back in London? In 1964 OBM merged with its investor company to become Ogilvy & Mather. 


So don’t forget Mather… any of the three Mathers. They were important in their own right and equally involved in the history of advertising.


Later, in the 1980s, often people would suggest changing the name of Ogilvy & Mather. One time it was suggested David responded angrily: “It’s a terrible mistake to change a company’s name,” he said slamming his fist onto the table. “I will fight it with every ounce of my breath.” Pause…


“But if you must change it, you don’t need Mather”.

备注说明:

1. 部分图片和文字因为内容的需要,麦迪逊邦进行了一些补充和编辑。

2. 本文原始作者Jeremy Webb 现在供职于奥美中国,担任 National Director of Social@Ogilvy。微信公众号是:Angry_Editor 。

3. 看作者的原汁原味原文,可以点击【阅读原文】
 

By: admin


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