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How to get
the best
from your agency
Source: DaviD ogilvy, “confeSSionS of an aDvertiSing man”
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 your
golDen eggS.
Don’t strain
your aDvertising
tHrougH too
many levelS.
make Sure tHat
your agency
makes a profit.
Don’t haggle
witH your agency.
(Hello procurement!)
be canDiD,
anD encourage
canDor.
Set high
StanDarDS.
test
everytHing.
hurry.
Don’t waste
your time
on proBlem BaBieS.
tolerate
genius.
Don’t
unDerSpenD.
“Clients Get the Advertising They Deserve”  - David Ogilvy, Confessions of an Advertising Man
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“Clients Get the Advertising They Deserve” - David Ogilvy, Confessions of an Advertising Man

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John Seifert, Chairman and CEO of Ogilvy North America was asked by the ANA (Association of National Advertisers) in November 2010 to speak with its members about how they can get the most from their advertising agencies.

John Seifert’s presentation was built around 15 central ideas of client/agency relationships that David Ogilvy put forth in his best-selling book “Confessions of an Advertising Man.” The conceits are as vital today as they were when the book was published in 1963.

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“Clients Get the Advertising They Deserve” - David Ogilvy, Confessions of an Advertising Man

  1. How to get the best from your agency Source: DaviD ogilvy, “confeSSionS of an aDvertiSing man”
  2. emancipate your agency from fear.
  3. Select the right agency in tHe firSt place.
  4. Brief your agency very thoroughly inDeeD.
  5. Do not compete witH your agency in tHe creative area.
  6. coDDle the goose wHo layS your golDen eggS.
  7. Don’t strain your aDvertising tHrougH too many levelS.
  8. make Sure tHat your agency makes a profit.
  9. Don’t haggle witH your agency. (Hello procurement!)
  10. be canDiD, anD encourage canDor.
  11. Set high StanDarDS.
  12. test everytHing.
  13. hurry.
  14. Don’t waste your time on proBlem BaBieS.
  15. tolerate genius.
  16. Don’t unDerSpenD.

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