|
|
Like this article? PLEASE +1 it! |  |
|
The Wisdom of David Ogilvy
| Guest post by: Tom Peters |
Article Overview: At an event in Manila sponsored by Ogilvy & Mather, I received as a gift D.O.: The unpublished papers of David Ogilvy-a selection of his writings from the files of his partners. I am a longtime fan of Ogilvy, and found it to be a sterling gift. Here are a few of the gems I unearthed:
 |
Free Download - I Hate MBAs/Redux By Tom Peters |
The Wisdom of David Ogilvy
At an event in Manila sponsored by Ogilvy & Mather, I received as a gift D.O.: The unpublished papers of David Ogilvy-a selection of his writings from the files of his partners. I am a longtime fan of Ogilvy, and found it to be a sterling gift. Here are a few of the gems I unearthed:
On what matters to Clients:
It is not enough for an agency to be respected for its professional competence. Indeed, there isn't much to choose between the competence of big agencies. What so often makes the difference is the character of the men and women who represent the agency at the top level, with clients and the business community. If they are respected as admirable people, the agency gets business-whether from present clients or prospective ones.
From a summation of Ogilvy & Mather's "corporate culture":
A Nice Place to Work
Some of our people spend their entire working lives in our agency. We do our damnedest to make it a happy experience. I put this first, believing that superior service to our clients, and profits for our stockholders, depend on it. ...
[TP: note the extraordinary "put this first."]
More from D.O.'s summation of Ogilvy & Mather's "corporate culture":
Raise your sights!
Blaze new trails!
Compete with the immortals!
[TP: characteristically soaring aspirations from D.O.]
On the quality of people O & M seeks:
Wanted by Ogilvy & Mather International
Trumpeter Swans
[TP: Do your HR folks use language like this? FYI, the department store chain Nordstrom does use similar language regarding every hire for even the most mundane slots.]
On leaders:
I believe that it is more important for a leader to be trained in psychiatry than cybernetics. The head of a big company recently said to me, 'I am no longer a Chairman. I have had to become a psychiatric nurse.' Today's executive is under pressure unknown to the last generation.
[TP: If only we would get this!]
On general behavior:
Never send a letter on the day you write it.
[TP: If only we would apply this standard to email!!]
Quite a haul, eh?
The Father of Advertising: The Early Years of David Ogilvy
Lesson #2: Rewards Are In the Results for Clients
Mastering the Message: Ogilvy Becomes the Most Wanted Man in Advertising
The Message Behind the Man: How Ogilvy Achieved Success
Lesson #3: Promote the Principle of Professional Discipline
David Ogilvy's greatest tip for thought leaders
Lesson #4: Never Underestimate the Power of Research
Lesson #1: Creative Brilliance is the Bridge to Success
Lesson #5: Tend to Your Team to Create a Company of Giants
Rule 11 Use a Drop Letter
What Counts Most
Wisdom
Meaning of Wisdom – It’s a 3-step process
WRITING FOR FUN AND FUNDRAISING
What I Learned from David Bach the Automatic Millionaire
How to write ads that sell
David Wood - A Worthy Marketing Mentor
Why do advertisers spend so much money talking to people who have very little to spend? Because they like talking to themselves – often defined as the first sign of madness
Why do clients and ad agencies have so many rows? And what can you do about it?
Rule 5 Pay for Position
Article Tags: david ogilvy, gems, longtime fan, ogilvy mather, sterling, unpublished papers, wisdom
|
About the Author: Tom Peters RSS for Tom's articles - Visit Tom's website Click here to visit Tom's website   Order Should Not Be Taken For Granted 100 Ways to Succeed 59 How to Stay Innovative Caught In the Act My Kinda Guy |
Related Forum Posts
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
God's Diet
- Very interesting, from both a health perspective and a marketing perspective.
Growing up Mormon we were raised on The Word of Wisdom. No coffee, no tea, no junk food, no smoking, no drinking..etc.
All good. But I think its harder and harder to find true, pure food these days.
And lets face it, I'm not likely to start growing my own produce or keeping cattle..
Re: A new post record for me!
- Speaking of posting records it looks like David is also about to set one - he's close to 1,500 total posts and becoming 3rd overall on the list of all time posters! Only 14 to go David!
Hi everyone
- My name is David Anthony Watson, from Manchester in the UK and I have just joined this week. I am looking forward to networking with so many highly talented entrepreneurs on this site.
All the best,
David
Re: Twitter Woes.... Whats slowing you down?
- Hi GT,
Thanks for taking the time to get back and explain things in more detail, it is much appreciated as I have a clearer idea now of how to approach it.
Thank you also David for your new take on Twitter, that certainly seems an interesting concept but I am a bit like Michelle on this in as much as I occasionally tweet but not too often.
At least now I know that if I want to 'up' my workrate on this then I now have two very good strategies to use. I would be interested GT and David if you get any early signs of success or otherwise because as we all know, this business is about trial and error but also time management.
best regards,
Mal.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: Leanne Hoagland-Smith, Chicago Sales Coach
Build Your List with Joint Venture Giveaway Events
May 2012 Top 100 Social Media Experts to Follow on Twitter
What to measure to be phenomenally successful in business
10 mistakes of media relations
Making Money Blogging Can Be Tons Of Fun 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Having It All... With No Sleep
Life is a Balancing Act!
Why SEO is important for your online success
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.