I thought I had purchased an autobiography-one which, if I was lucky, might teach me something about the creative industry.īut as I came to find out as I was flipping through the pages of this book after it had been sitting on my desk for a couple of months, it is much more than that.įirst, a short biography of David Ogilvy: David Ogilvy smoking a pipe David Ogilvy-a brief biographyĭavid Ogilvy CBE (1911 – 1999) was born into a British upper-class family in 1911. I wasn’t sure what I was getting myself into when I began flipping through the pages of this book. These are the words with which David Ogilvy start off his legendary Confessions of an Advertising Man. My agency was an immediate and meteoric success.” What could a Scotsman know about advertising? In such cases, you should withdraw voluntarily rather than risk failing publicly.įinally, never add an account that is so big you cannot afford to lose it, or you will live in constant fear.Ĭhoose your clients carefully and cultivate long-term relationships with them.īuild your business by being a lasting, valuable partner to your clients.“Fourteen years before writing these Confessions, I had gone to New York and started an advertising agency. Some companies publicly announce which advertising agencies they are considering for their account. The former are risky and very expensive to introduce to a market, whereas the latter cannot be helped by any advertising. And never take on products that are either brand new or dying. Some clients may have a reputation for changing their agencies frequently – avoid them, for you cannot remedy their infidelity. With an average profit margin of 0.5%, advertising agencies cannot afford clients who drive such a hard bargain that no profit is made on their account.
Second, both you and your client must seek a long-term, mutually beneficial relationship.
Could it be that no agency can abide them, because they actually need therapy more than they need good advertising?
Find out why they are leaving their former agency. So how do you choose your clients? First of all, you must be comfortable working with them, for your relationship will be an intimate one. A first-class agency can afford to be selective because the demand for excellence is always higher than the supply. A basic limiting factor on growth should be your ability to train new staff to handle an account – a process that takes about two years. This means being very picky and gradual when adding new clients. But in the long run, it should aim to cultivate a select number of large key accounts. In its infancy, an advertising agency must hunt for whatever business it can get.
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