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.

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.