Author

David Ogilvy

16 key ideas across 2 books, each explained in our own words.

Confessions of an Advertising Man

IDEA 1
An outsider built a great agency
Ogilvy describes how he started his own advertising agency in New York with little money and few clients, after working as a chef, salesman and researcher. He shares lessons from building it into a famous firm.
IDEA 2
Hire talented people
Ogilvy argues that an agency's success depends on hiring talented, hardworking people. He looked for intelligence and character. Good people create the ideas and the work that clients pay for, so weak hiring cannot be fixed later.
IDEA 3
Win clients carefully
Ogilvy describes how he won clients, stressing preparation and honesty. He advised choosing clients carefully. A client who suits the agency is easier to serve and more likely to stay for years. Honest promises protect that bond.

IDEA 1
Advertising must sell
Ogilvy, founder of one of the world's best-known advertising agencies, argues that the purpose of advertising is to sell products, not to win creative awards. Clever ads that do not sell, he says, have failed.
IDEA 2
Research guides good ads
Ogilvy believed in studying consumers and products before writing ads. Research shows what works. Guessing about what people want is risky and expensive. Facts about the buyer and the product help the writer find the right thing to say.
IDEA 3
Find the big idea
Ogilvy argues that great campaigns rest on a big idea that captures attention and lasts for years. Small ideas are quickly forgotten. Without one, ads may look different each time and leave no clear memory.

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