In the early 1970’s Ogilvy & Mather Direct unleashed a series of ‘house ads’ that netted several whale-sized clients.
House ads, of course, have nothing to do with real estate but refer to the advertising which agencies create on their own behalves to gain and retain business.
“How To Launch New Products” was one in a series of a dozen or so masterful ads which showcased the enormous depth of O&M.
This ad explains the role of product, price, package, name and advertising in the launch process. What made these ads stand out is unlike other agencies, they had direct response at their foundation.
How does this apply to freelance copywriters today?
Well, thanks to the magnificent research capacity of the Internet, a freelancer today has the equivalent power of a small research department from 30 years ago. Combine this with the epic approach of these O&M house ads and a freelancer has everything he or she needs to keep clients knocking on the door.
These and over 100 other “house ads” from the greatest agencies are forthcoming in the Ultimate Online Swipe File.
To save the 292 KB PDF of “How To Launch New Products” to your hard drive, right click on the image and choose “Save target as” or “Save link as.”
How refreshing, in this time of ‘how to hype up product launches’ to read something that focuses on the fundamentals such as getting the name and position right (including name testing), and the need to make the most of the fact that it is only ‘new’ once.
Thanks for making this available!
Steve Hards
Opazity PowerPoint Plug-in