David Mackenzie Ogilvy CBE was a British advertising tycoon, founder of Ogilvy & Mather, and known as the "Father of Advertising". Trained at the Gallup research organisation, he attributed the success of his campaigns to meticulous research into consumer habits. While Ogilvy was most famous for building and establishing brands, he was primarily interested in direct marketing. He initially built his agency using a direct mail promotion. He ran direct response advertisements in major newspapers to generate leads. In a video titled, "We Sell or Else", he praised direct marketers and direct marketing while pillorying "general" or branding advertising, at one point saying that branding people "worship at the altar of creativity."