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Just as Jackie had Marilyn  Tupac had Biggie and Smax has  Ruckles, so too  David Ogilvy had Bill Bernbach.  

Ogilvy and Bernbach, the original Madmen, left very distinct impacts on the industry.  As you all already know by one such Thunder From Down Under and his fellow sidekick Boom Boom Pow, Ogilvy believed the ultimate success of campaigns depended on research and rules. To rival Bernbach, running his own shop just a few blocks down Madison Avenue, creative intuition was the underlying force. A few minor points of contention:

David "Oh No He Didn’t" Ogivly: News or benefit-centric concepts – spoon feed the reader the reasons they should buy the product.  Long copy with consumer research. Bottom line: Tell the people what you want them to do to the very last detail to make it as simple as possible for them to say yes.

"Bad Boy" Bill Bernbach: Short, offbeat, unexpected concepts that leave the reader with an "ah ha" moment, making them figure out the connection. Valued inspiration over research. Bottom line: Tell the people what you want them to do, but let them think they thought of it, then pat them on the back for being so darn clever.

Personally, I think of Ogilvy as the father of modern day Direct Response, and Bernbach as the father of the creative revolution.  Digest the contrasts between the two original Mad Men, as in their own words...

Ogilvy: "A good advertisement is one which sells the product without drawing attention to itself."
Bernbach: "If your advertising goes unnoticed, everything else is academic."

Ogilvy: "What you say in advertising is more important than how you say it."
Bernbach: "Because an appeal makes logical sense is no guarantee that it will work."