David Ogilvy’s Rules on How To Be A Good Client

I recently read Confessions of an Advertising Man by David Ogilvy, and thought it was an awesome book about the advertising business, even if it was written in the 60s by a man who started an agency in 1952.

Here are his rules on…

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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