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:
- Emancipate your agency from fear.
- Select the right agency in the first place.
- Brief your agency very thoroughly indeed.
- Do not compete with your agency in the creative area.
- Coddle the goose who lays the golden egg. (provide enough time and resources to do the job well.)
- Don’t strain your advertising through too many layers.
- Make sure your agency makes a profit.
- Don’t haggle with your agency.
- Be candid and encourage candor.
- Set high standards.
- Test everything.
- Hurry. (Profit is a function of time.)
- Don’t waste time on problem babies (Back your successes and abandon your losses.)
- Tolerate genius.
- Don’t under spend. (The surest way to overspend on advertising is not to spend enough to do the job properly.)