David Ogilvy,88, the advertising man who put the eye patch...

Deaths Elsewhere

July 22, 1999

David Ogilvy,88, the advertising man who put the eye patch on the Man in the Hathaway Shirt and created the distinguished Commander Whitehead to sell Schweppes tonic water and club soda, died yesterday at home in Bonnes, France.

His death was announced in New York by Ogilvy & Mather, the agency he started in 1948 with two staffers and no clients.

While his advertising ideas have become American icons, his greatest legacy was an approach to his business that assumed the intelligence of the consumer.

"The consumer isn't a moron; she is your wife," he once wrote. "You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her."

Ogilvy, who was born in England and immigrated to the United States in 1938, retired as chairman in 1973 and moved to France.

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