David Ogilvy would turn 100 today as I sit in Cannes’ Debussy theater, watching Wil.I.am and waiting for the global CCO of Ogilvy to speak on inspiration.

I thought this would be a good time to share a D.O. story. 

I was a young copywriter at Ogilvy Chicago, and David had come for a visit. We got together with just the creative department— maybe 25 people or so for some casual discussion.

One of those old school, packaged goods, slick blow-hards of a CD asked: 

(contemplative) ”Yes, David… What would you say is the number one thing you would like to see happen over, say, the next 5 to 10 years at Ogilvy & Mather?”

He pronounced the Mather with a short “a”, like apple.

Now David was an old man by this time, and had the Katherine Hepburn shakes real bad. So he leaned way back in his chair, shaking and gazing at the ceiling. Slowly, he leaned back forward and declared: 

“That people would learn it’s pronounced Maaaaaather!”