Nehlsen Notebook

The Wisdom of David Ogilvy Is Timeless

By Nancy Nehlsen, Owner  12.10.09

David Ogilvy who has been called "The Father of Advertising" gives timeless wisdom in his book, Confessions of an Advertising Man.

How To Be a Good Client

 

 

  1. Emancipate your agency from fear.
  2. Select the right agency in the first place.
  3. Brief your agency very thoroughly indeed.
  4. Do not compete with your agency in the creative area.
  5. Coddle the goose who lays the golden egg. (provide enough time and resources to do the job well.)
  6. Don’t strain your advertising through too many layers.
  7. Make sure your agency makes a profit.
  8. Don’t haggle with your agency.
  9. Be candid and encourage candor.
  10. Set high standards.
  11. Test everything.
  12. Hurry. (Profit is a function of time.)
  13. Don’t waste time on problem babies (Back your successes and abandon  your losses.)
  14. Tolerate genius.
  15. Don’t under spend. (The surest way to overspend on advertising is not to spend enough to do the job properly.)

 

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