film was made at his estate Château de Touffou in Bonnes, France. In the film, he recounts his life in advertising and gives his advice, principles, and guidelines for his advertising campaigns and strategies. Ogilvy's advertising philosophy followed these four basic principles: Creative brilliance: had a strong emphasis on the "BIG IDEA". Research: coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as research director. Actual results for clients: "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." Professional discipline: "I prefer the discipline of knowledge to the anarchy of ignorance." He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals. While Ogilvy was most famous for building and establishing brands, he was primarily interested in direct marketing. He initially built his agency using a direct mail promotion. He ran direct response advertisements in major newspapers to generate leads. In a video titled, "We Sell or Else", he praised direct marketers and direct marketing while pillorying "general" or branding advertising, at one point saying that branding people "worship at the altar of creativity." Notes References Ogilvy, D. (1983), Ogilvy on Advertising, John Wiley and Sons, Toronto, 1983 (and Pan Books, London, 1983 ). Ogilvy, D. (1963), Confessions of an Advertising Man, Atheneum, Revised edition, 1988, . Terry, Dan'l (1994), "David Ogilvy" in The Ad Men & Women, Edd Applegate, ed., Greenwood, Westport, CT, 1994 Roman, Kenneth (2009) The King of Madison Avenue. Palgrave Macmillan. Basingstoke, Hampshire, RG21 6XS, England Further reading Conant, Jennet The Irregulars: Roald Dahl and the British Spy Ring in Wartime Washington (Simon and Schuster, 2008) External links Ogilvyisms, timeline and classic ads. Article by marketer Steve Gibson —contains lengthy excerpt from a speech by Ogilvy Video of David Ogilvy reminiscing about George Gallup. The Theory and Practice of Selling the Aga Cooker Training Manual. 1911 births 1999 deaths British advertising executives Advertising theorists British copywriters Anglo-Scots People educated at Fettes College People educated at St Cyprian's School Marketing theorists British marketing people Branding theorists 20th-century British economists People from Surrey (before 1965) WPP plc people Commanders of the Order of the British Empire