We’re excited to feature Ken Roman, a true advertising icon. Ken spent 26 years at Ogilvy (1963-1989), ultimately serving as Chairman from 1985. His career intertwined with David Ogilvy during a period of immense agency growth. In this Q&A, Ken reflects on pivotal moments, impactful campaigns, and Ogilvy’s unique culture. Also check out Ken’s latest piece in our Madison Avenue Insights column, “Would You Have Hired Steve Jobs?” 

1. Can you share a pivotal moment or project from your time with us that has had a lasting impact on your professional development?

Copy supervisor Joel Raphaelson called from the engraver’s studio. “The two-page advertisement with a coupon doesn’t meet in the center. The plates can be shaved to eliminate the white space—for $350.” I said, “This is just a coupon carrier, only for test markets, and can be fixed when the brand goes national.” Joel: “David says it is never too late to improve an ad, even after the client has approved it. I had never experienced such high standards. "Spend the $350."

2. What campaign or piece of work left the biggest impression on you during your tenure with Ogilvy?

The agency’s house advertisements starting with “How to create advertising that sells.” A body of knowledge that set us apart from other agencies as more professional.

3. If you could relive one day from your time at our company, which day would it be and why?

[I have] two memorable days. My first annual meeting (in the Museum of Modern Art) and the summer boat ride in NY harbor. We didn’t have a Christmas party like other agencies.

4. What campaign or piece of work left the biggest impression on you during your tenure with Ogilvy?

Gillette proposed a campaign created by their design department. After listing eight reasons why it would not be successful, [David Ogilvy] delivered his ultimate argument: “The only thing that can be said in favor of the layouts is that they are ‘different.’ You could make a cow look different by removing the udder. But that cow would not produce results.”

5. What have you done professionally since you left Ogilvy?

Executive at American Express, senior advisor to Price Waterhouse, board director, author—third editions of How to Advertise and Writing That Works, and a biography of David Ogilvy, The King of Madison Avenue.