IN 1958 David Ogilvy, the founder of agency Ogilvy & Mather, pinched a quote from the technical editor of The Motor, who probably pinched it from a Pierce Arrow ad in the 1930s. It became the most famous headline in advertising.
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."
Ogilvy justified to US readers why they should fork out $13,995 for a car. "With power steering and power brakes you don't need a chauffeur," he wrote.
Fifty-six years later, Beat Richner wrote a headline that may become equally famous: "The Shame of Super Rich Cambodians and BMW Rolls-Royce Europe. A Peak of the Iceberg of the Decadence of Brutal Capitalism."
Richner was offended that Rolls-Royce had set up a showroom in one of the world's poorest countries. At the opening ceremony were Cambodia's Minister of Industry and Handicraft, Cham Prasidh, and Rolls-Royce's Asia-Pacific regional director, Paul Harris.