“Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. You wouldn't tell lies to your own wife. Don't tell them to mine.”
-Confessions of an Advertising Man by David Ogilvy

Where did modern day branding and advertising come from? A new biography of ad giant David Ogilvy by Kenneth Roman illuminates the bombastic sharp personality that pushed the envelope just enough to create giants out of brands like Dove and Guinness. The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising was inspired by Roman’s own memos from Ogilvy while working at Ogilvy & Mather Worldwide. Apparently, the memos were too inappropriate to file with the client, but rang true enough to keep. “Everyone had a ‘David’ file,” says Roman.

The Greater Philadelphia Chamber of Commerce on Wednesday June 24th brought together this biographer and Philadelphia’s local giants of the advertising industry to talk about the past, present, and future of advertising.

Panel:
Chris Bailey, CEO, Bailey Brand Consulting

Ray Carballada, President, Shooters Post & Transfer

Greg Siano, EVP, Director of Media Services, Tierney Communications

Ed Tettemer, Independent Brand Consultant & Founding Partner of Red Tettemer

Brian Tierney, Publisher of the Philadelphia Inquirer and CEO, Philadelphia Media Holdings

Question: What advertisement has moved you in the past?
Chris Bailey reminisces of the first time Apply stated they would be a different type of company.

See the ad.

Ray Carballada – Recent television commercial about Maine. He is now going to vacation there because of that commercial.
Greg Siano – Independence Blue Cross’s new campaign to attract the right kind of attention to insurance companies and fully utilize all communication channels.
Ed Tettemer – Owns “four or Showtime Rotisserie Grilles,” so the ads must have worked.
Brian Tierney –PECO’s No Doubt About It campaign too a commodity product and made it unique.

Question: Where do you see the future of advertising?
Watch the video of Ed Tettemer offering his answer, solidifying that what has been important in the past will still be important in the future. (Wondering what the Magic Lanterns were? Click here.)

David Ogilvy may have shaped the way agencies approach branding and advertising now, but who is to say it won’t change again in the future? On the sunrise of a new way to communicate, social media is changing banding. Consumers and brands are having a conversation and no longer a monologue and silent audience. The consumer has the power to change a brand and apply it to their life by choosing the elements that matter to them.

Who is the next David Ogilvy and where will they lead us?