David Ogilvy’s Rules on How to Keep Clients

I recently read Confessions of an Advertising Man by David Ogilvy, and thought it was an awesome book about the advertising business, A true classic

Ogilvy hated the idea of firing people the produced good work, but in the advertising field it was necessary when the advertising failed the client, and the client fired the agency (happens all the time today too)

So here are Ogilvy’s rules on How to Keep Clients:

  1. Appoint the best people possible to each account, and do not let executives go after accounts, it makes them greedy.
  2. Avoid hiring unstable executives who are hard for people to get along with.
  3. Avoid taking clients who change agencies on a regular basis.
  4. Keep contact between the agency and the client on all levels of the business.

He also added these bits to the above four rules: Never join two clients in one ad.  Never keep a client who has reduced the quality of their product.

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