3 Reasons David Ogilvy Did Not Believe in Influencer Marketing
I recently stumbled upon an early 1980's David Letterman interview with David Olgivy. While discussing various marketing principles, Olgivy explained why he no longer used celebrities in commercials. He even went on to admit that he was embarrassed that he had used celebrity advertising in his early career. So, why is celebrity marketing so bad? Here's the logic that Olgivy offered...
1. Everyone Knows the Consumer Has Been Bought
The "consumer" in this case is the celebrity. Knowing that the celebrity is receiving payment to sign the product's praises reduces the ad's credibility and makes the whole event seemed staged, because it is, obviously.
2. They "Cost Like Hell" and Are a Waste of Money
Celebrities don't want to chance tarnishing their brand for free. After all, they have managed to build the social capital that your product desires. The more that you want their influence, the more that they're going to cost.
3. People Remember the Celebrity and Forget the Product
Olgivy recalled using Eleanor Roosevelt in a margarine commercial that failed in an epic way. Everyone was talking about the ad because of Roosevelt's appearance, but nobody was influenced to buy the margarine. He jokingly referred to the ad as being "not his finest hour"
How Influencer Marketing Has Shifted Since Olgivy's Remarks
When Olgivy gave this perspective, a third party was always involved. Whether it be a television or radio station, there was an entity holding an audience captive. Nowadays, with social media and other personal branding channels available, brands and celebrities can work directly with one another. This leads to more targeted audiences and a larger network of channels, but it does not change much of what Olgivy said.
Almost 40 years later, Olgivy still has valid arguments against influencer marketing. The size of the influencer advertising market continues to grow and people continue to remember the person that they admire or "follow" while they forget about the product. Not to mention Olgivy's first point, how often do you see a celebrity ad and think "yeah right" to yourself? You're correct, Brad Pitt's world doesn't really revolve around eating Pringles.
Experienced Marketing, Ecommerce, & Digital Transformation Leader
2 年Nice article. I've always believed that celebrity endorsements & influencer marketing were for fools, and I'm glad that I have the greatest advertiser in history to back me up.
Advising MBA candidates for admission to elite programs and transformative growth | Consulting with B2B SaaS companies on GTM strategies
4 年Interesting take, Kelly! I think that the current market has differentiated between "celebrity" and "influencer"... and while both sometimes a turnoff, the right influencer can still make an impact. I'm not referring to Instagram influencers or anything crazy, but for some industries this approach can make a lot of sense. In the B2B space, for example, the "influencer" might just be someone who has been in the game a long time, built a great brand, and has something to teach. A complimentary brand or product could benefit a lot by partnering with someone like that to get the word out effectively.?
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4 年I cut my teeth on Marketing learning from Olgivy and also DDB back in the day. Masters in psychology and consumer behavior.
Client Director || Business Development, Solutions Consulting, and Strategic Account and Program Management (P&L) || Building the Leading Global Future of Work Platform at MBO Partners
4 年Well written, Kelly.? My eyes look for the 'STICKINESS' factor.? [Check out 'Made to Stick' by Chip and Dan Heath, and thanks to my brilliant friend Audra?for gifting me it years back].? For David Ogilvy, I say spot on, or at least celebrity endorsements should be an exception, not the rule.? Especially today when brands strive to 'get on their customers' level' and form a trusting relationship.? It's much easier for the average Joe to relate to the average Joe.? If big brands want to make a splash and empty their pockets on a risky spot ad, I recommend they have new customers lined up, or backup job offers.? Until then, I think David Letterman should invite you on, and offer me wingman :) What do you say!?