The 6 Giants Who Invented Modern Advertising: Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach

This week on The Intersect, we delve into the world of advertising with a look at David Ogilvy's "6 giants who invented modern advertising," as featured in his book Ogilvy on Advertising. We'll explore the careers and philosophies of Albert Lasker, Stanley Resor, Raymond Rubicam, Leo Burnett, Claude Hopkins, and Bill Bernbach, each a titan who shaped the industry with their unique approaches. We'll begin with an overview of David Ogilvy himself, the "Father of Advertising", and his emphasis on research-driven, persuasive copywriting. His career, from door-to-door sales to founding Ogilvy & Mather, will provide a crucial context for understanding his perspective on the industry. Next, we'll meet each of the six giants, examining their distinctive styles and contributions: Albert Lasker, who believed in "salesmanship in print" and ran his agency as a dictatorship. Stanley Resor, the "Brahmin of advertising," who built J. Walter Thompson into the biggest agency by valuing consensus and research. Raymond Rubicam, a man of great integrity, who championed ethical advertising and believed in the power of being different. Leo Burnett, who personified the "Chicago school" of advertising, and advised finding the inherent drama in every product. Claude Hopkins, whose book Scientific Advertising changed Ogilvy's life by emphasizing the importance of testing and sales. Bill Bernbach, who started his agency the same year as Ogilvy, and was known for his worship of originality and integration of copy with illustration. We'll discuss the common traits shared by these giants: being American, having previous jobs, working hard, and often having made their reputations as copywriters. We'll also discuss their diverse backgrounds and philosophies. The episode will also highlight the crucial concept of originality and the importance of "being different," as articulated by Raymond Rubicam. We'll examine how figures like Bill Bernbach and Leo Burnett also embraced the idea of unique advertising strategies. Finally, we'll explore how these advertising giants, despite their differences, all contributed to shaping modern advertising, leaving a lasting impact on how we connect with consumers today. Tune in to understand how these six giants revolutionized the advertising landscape and how their principles continue to resonate today. Source: Chapter 18 of Ogilvy on Advertising⁠.