David Ogilvy would have loved this.
At MiaProva, we’ve launched a new AI agent that generates an “Ogilvy Score” for any user-supplied URL—instantly grading how well a page lives up to timeless direct-response principles and turning that into testable ideas for your optimization program.
This goes way beyond “your headline could be better.” The agent evaluates structure, clarity, proof, emotion, calls-to-action, and testability, then outputs a prioritized, experiment-ready roadmap.
Let’s talk about why that matters—and why Ogilvy is still the right ghost in the machine.
Who Was David Ogilvy (And Why Are We Still Talking About Him?)
David Ogilvy, often called the “Father of Advertising,” built his reputation not on clever awards-show work but on something every experimentation team cares deeply about:
What actually works.
He was obsessed with:
- Clarity over cleverness
- Research and evidence over opinions
- Headlines that sell
- Specifics, not fluff
- Continual testing and refinement
Ogilvy believed advertising should be treated as salesmanship and held accountable to performance. He urged marketers to:
- Make the product the hero
- Lead with a strong, specific promise
- Prove every claim with evidence
- Write for the reader, not the brand’s ego
- Test systematically and let data decide
In other words: he was doing “conversion rate optimization” long before we called it that.
Our Ogilvy Score agent is built to operationalize those principles at scale.
What Is the MiaProva Ogilvy Score Agent?
The Ogilvy Score agent is an AI-powered evaluator that:
- Analyzes any URL (homepage, landing page, product detail page, campaign page, etc.).
- Scores it across a structured set of Ogilvy-inspired principles (e.g., positioning, unique benefit, headline strength, clarity, simplicity, proof, story, CTAs, visual support, testability).
- Surfaces specific, experiment-ready recommendations you can immediately route into your testing program in MiaProva.
For example, when analyzing a sophisticated B2B consultancy site, the agent might:
- Praise the clarity of positioning and strength of proof (partner badges, client results).
- Flag that the core promise is too generic for a leader in its space.
- Call out CTA dilution (“CTA fatigue”) and recommend a clearer primary action.
- Highlight missed emotional angles: fear of wasted spend, complexity, risk, missed growth.
- Suggest concrete experiments (headline variations, hero narrative tests, CTA hierarchy, proof placement, creative changes) mapped to those gaps.
The result is not just a score.
It is a testing backlog, prioritized by impact, grounded in proven creative principles, and aligned with how your team already works in MiaProva.
Why Ogilvy Principles Belong Inside Your Experimentation Stack
Most organizations today have:
- Great tools: Adobe Target, GA4, CJA, Amplitude, AEP, etc.
- Great data.
- Great dashboards (hi).
But the bottleneck is often upstream:
What exactly should we test? Where are we under-performing creatively?
The Ogilvy Score agent helps answer that in a systematic, scalable way:
1. From Vague Feedback to Specific Hypotheses
Instead of “The hero feels flat,” you get:
- “Your headline is benefit-led but undifferentiated. Test a stronger, specific promise tied to measurable outcomes.”
- “You’re using multiple CTAs with similar weight. Test a single, dominant CTA aligned to the primary business goal.”
This language is built for optimization teams—directly translatable into experiments.
2. Timeless Principles, Modern Measurement
Ogilvy’s rules are not nostalgia. They align cleanly with metrics you already track:
- Clear positioning ⟶ Higher engagement and lower bounce
- Strong proof ⟶ Increased trust, deeper scroll, more conversions
- Focused CTAs ⟶ Higher click-through to high-intent actions
- Better emotional resonance ⟶ Improved micro-conversions along the journey
The agent doesn’t replace your analytics; it bridges strategy and execution.
3. Instant Creative QA Across Your Portfolio
Because the Ogilvy Score agent is built into MiaProva’s agent framework:
- You can run it against key journeys at scale: homepage, category, PDPs, sign-up, pricing, donation flows.
- You can use it as a governance layer: ensuring new experiences, offers, and landing pages meet a minimum creative standard before launch.
- You can compare scores over time as your team iterates and improves.
It becomes a living, teachable point of view for your organization.
How Teams Are Using the Ogilvy Score in MiaProva
Here are a few practical patterns:
- Experiment Backlog Generation: Drop in top URLs, let the agent score them, then push the recommended tests directly into MiaProva as experiments with owners, hypotheses, and KPIs.
- Creative Reviews: Use Ogilvy Score outputs in stand-ups and reviews to ground feedback in shared principles instead of subjective opinion.
- Executive Storytelling: Show before/after scores alongside performance metrics to demonstrate how better messaging and structure drive measurable impact.
- Personalization Fuel: Use findings to inform which messages, benefits, and proof points to personalize for different audiences and segments.
In each case, the magic is the same: Ogilvy-era discipline + modern AI + your existing stack.
Why We Built It (And What Comes Next)
MiaProva has always been about more than charts and exports.
We see MiaProva as an orchestration layer for intelligent agents that:
- Understand your goals
- Understand your stack
- And help your teams ship better experiments, faster
The Ogilvy Score agent is one of those agents—a focused expert living inside your workflow, turning a legendary playbook into practical, ongoing guidance.
If your team runs Adobe Target, uses GA4, CJA, Amplitude, or AEP, and you want your creative and messaging to work as hard as your data, this is an agent you will want in your corner.
Want to see your Ogilvy Score?
Spin up the agent inside MiaProva, drop in a URL, and turn classic advertising wisdom into your next 10 winning tests.
Want to see what this Agent had to say about Adswerve’s Home Page?
