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I was a little disappointed with this book. It is essentially a little anthology of truisms, management tips, anecdotes, and Ogilvie-isms from over the years. As a piece of nostalgia, biography and eccentric advertising-man management humour, it works okay. But it pitches itself as something more than that, and failed to meet that expectation (for me anyway). The material is significantly more dated than I thought it would be. The world has moved on, the sales/promotion/advertising/management space has certainly moved on, and sadly, this book is not really the motherlode of wisdom-nuggets which I thought it might be. No big deal though ... it was worth a punt, and I'm glad I read it. I don't think it will become part of my permanent library however.
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This collection of David Ogilvy's memos, letters, speech excerpts, and other documents was compiled by an Ogilvy & Mather executive to commemorate the founder's 75th birthday. The writings span a 50-year period from 1935-1986. The cool thing about this book is that most of the contents were not written with the intent to be published, so it feels like a behind-the-scenes look at his management style as well as his thoughts on various subjects.
THE CREATIVE FUNCTION
"You cannot bore people into buying your product; you can only interest them in buying it... Unless your advertising contains a Big Idea it will pass like a ship in the night... Neither soundness nor brilliance is any good by itself; each requires the other... promise, positioning--and brilliant ideas."
"The greater the similarity between products, the less part reason plays in brand selection... We try to create sharply defined personalities for our brands. And stick to those personalities, year after year."
"Nobody in advertising matters more than the copywriter and the art director." On the importance of strong design: "What would you think if the space-buyer in your agency could buy 31 times as much circulation per dollar as other space-buyers... That is exactly the position you art directors are in."
WRITING
Ogilvy said "people who think well, write well." He recommended that all of his employees read Writing That Works; How to Communicate Effectively In Business by Roman and Raphaelson. He also urged his staff, "For Pete's sake write shorter memos. He hated "pseudo-academic jargon...Read more ›
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Big fan of david ogilvy and his company. I find all of his work fascinating including this one. If you want to think like an advertising giant, then give this book a shot. Highly recommend for smart and creative people.
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Disappointing. I'm a huge fan of Ogilvy's writings but I couldn't get past the first few chapters here. Probably best for people who work at his agency.
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Ogilvy is one of the mavens of advertising whose story demonstrates that a person's intellect is developed from multiple experiences. There is much common sense that is revealed by his writings. He knew how to develop the people he hired in such a way that they developed their own methods of solving problems that was unique to the individual. They were allowed to develop solutions that resulted in both success and failure, either result resulting in an increase in that person's knowledge and self confidence. This was in contrast to the "top down management" of most corporations today which results is developing personnel that are indistinguishable because they were molded that way. It was a refreshing read in 1986, and only small portions are outdated today.
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This book collects memos, letters and notes by Ogilvy which he was at O&M. In some ways more interesting than Confessions of an Advertising Man, as the stuff was not written for publication. Though the advertising business Ogilvy worked in - and in many ways created - no longer exists there are many excellent insights and wise advice in the book.
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