“Clients Get the Advertising They Deserve” - David Ogilvy, Confessions of an Advertising Man

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John Seifert, Chairman and CEO of Ogilvy North America was asked by the ANA (Association of National Advertisers) in November 2010 to speak with its members about how they can get the most from their advertising agencies.

John Seifert’s presentation was built around 15 central ideas of client/agency relationships that David Ogilvy put forth in his best-selling book “Confessions of an Advertising Man.” The conceits are as vital today as they were when the book was published in 1963.

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“Clients Get the Advertising They Deserve” - David Ogilvy, Confessions of an Advertising Man

  1. How to get the best from your agency Source: DaviD ogilvy, “confeSSionS of an aDvertiSing man”
  2. emancipate your agency from fear.
  3. Select the right agency in tHe firSt place.
  4. Brief your agency very thoroughly inDeeD.
  5. Do not compete witH your agency in tHe creative area.
  6. coDDle the goose wHo layS your golDen eggS.
  7. Don’t strain your aDvertising tHrougH too many levelS.
  8. make Sure tHat your agency makes a profit.
  9. Don’t haggle witH your agency. (Hello procurement!)
  10. be canDiD, anD encourage canDor.
  11. Set high StanDarDS.
  12. test everytHing.
  13. hurry.
  14. Don’t waste your time on proBlem BaBieS.
  15. tolerate genius.
  16. Don’t unDerSpenD.

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