Ogilvy has been appointed by AGA to develop the iconic cooker brand’s new ad campaign.
Ogilvy Advertising – in conjunction with sister agencies OgilvyAction and Ogilvy PR (who will be handling events and PR respectively to help create a 360 campaign) – will initially be working on brand strategy and development, with an above-the-line campaign expected from September. The above-the-line campaign will encompass press, radio and digital.
Ogilvy has a distinguished history with AGA. Long before he set up O&M, David Ogilvy (below) was AGA’s door-to-door sales rep in Scotland (before being a salesman, he was a chef in Paris, which may have helped him get the job).
The AGA was the most expensive cooker on the market, and it was the height of the depression, but Ogilvy was so successful at selling door-to-door that in 1935 (aged just 24) he was asked to write “The Theory & Practice of Selling The AGA Cooker”, which became the company’s sales bible. Fortune magazine later called it “the best sales manual ever written”.
Despite this, Ogilvy has never had the AGA brand as a client before. Although Mather & Crowther, the UK agency run by David’s big brother Francis, did have the account back in the late 1920s and 1930s. Coincidentally, David, while working at Mather & Crowther in 1935, penned his first-ever ad (a print execution based on Manet’s painting Dejeuner sur l’Herbe) for Aga.
Will Awdry, managing director of Ogilvy Advertising said: “In the current economic climate, a new business win is always gratifying, and a piece of domestic business – with 300 years of UK manufacturing history to boot – especially so.
“And for us as an agency, we’re reconnecting with our founder’s DNA; this task has a big emotional and historical resonance – David Ogilvy was a salesman for Aga in the 1930s, and was so good at his job that he was asked to write the sales manual. Much of what he wrote is still used by the company today, some 75 years later. For us at least, it feels as if the brand has come home.
“We’re delighted to be helping one of the great, timeless classic brands pilot its way to further greatness. We’ll be building on foundations laid by David Ogilvy’s door-to-door efforts.”