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Staff post about: David Ogilvy Become an Author

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Thirty-three years after he first began his own advertising agency, Ogilvy wrote a memo to his staff entitled “Will Any Agency Hire This Man?” In it, he wrote, “He is 38, and unemployed. He dropped out of college. He has been a cook, a salesman, a diplomatist and a farmer. He knows nothing about marketing and has never written any copy. He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.” Fortunately, a London firm did hire him, and there was no looking back for Ogilvy. How he did someone with no advertising experience end up shaping the entire industry?

Creativity: There was nothing Ogilvy valued over the ability to think creatively. It didn’t matter where the ideas came from, be it from researchers, executives, or copy-writers, so long as they came. Indeed, after thirty years in the industry, Ogilvy had come to one conclusion: “The top man has one principle responsibility – to provide an atmosphere in which creative mavericks can do useful work.”

Results: For all his talk about creativity, Ogilvy had one sole priority and that was to create advertisements that could sell. “Ninety-nine percent of advertising doesn’t sell much of anything,” he claimed. Ogilvy wanted to be different. It was in focusing on practical and profitable ads that Ogilvy achieved the success that he did.

Integrity: “The pursuit of excellence is less profitable than the pursuit of bigness,” wrote Ogilvy, “but it can be more satisfying.” From his advertising campaigns to his treatment of others, Ogilvy prided himself on the integrity and professionalism of his actions. In doing so, Ogilvy was able to gain the respect of his staff, clients, and consumers alike.

Study: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals,” said Ogilvy. While indeed his creative instinct was the driving force behind the success of his agency, Ogilvy was a practical man, and was not one to profess the virtues of simply listening to one’s instinct. He turned to testing and research to give him direction for his creations. Consumers were always given the final word, since, in the end, it was they who would determine the fate of the ad.

Workforce: “Set exorbitant standards, and give your people hell when they don't live up to them,” said Ogilvy. “There is nothing so demoralizing as a boss who tolerates second rate work.” Ogilvy was a great man to work for, if you were willing to work, and work hard. He espoused independence, creativity and effort, and by giving his workers the freedom to do their best, so too was his agency allowed to do its best.

Despite only launching his advertising career in his late 30s, he loved what he did, once remarking, “The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising.” Ogilvy passed away in 1999, but not before completely reshaping the advertising industry and leaving behind a legacy of integrity and astounding creativity.

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