The Unpublished David Ogilvy

1. Cultivate a strong corporate culture to differentiate your agency

"Companies that have cultivated their individual identities by shaping values, making heroes, spelling out rites and rituals, and acknowledging the cultural network have an edge."

Corporate culture is crucial. It encompasses tradition, mythology, rituals, customs, habits, heroes, peculiarities, and values. A strong culture can be a significant differentiator in the competitive advertising industry. Ogilvy & Mather's culture was characterized by:

• Treating people like human beings and helping them in times of trouble
• Encouraging a democratic management style and abhorring ruthlessness
• Valuing honesty, hard work, and gentle manners
• Discouraging office politics and nepotism
• Promoting based on character as much as ability

This culture fostered loyalty, creativity, and a sense of belonging among employees, which in turn led to better work for clients and a stronger reputation in the industry.

2. Leadership is about inspiring and empowering others

"Great leaders almost seem to exude self-confidence. They are never petty. They are big men. They are never buck passers."

Effective leadership inspires. David Ogilvy observed that great leadership can have an electrifying effect on any corporation's performance. Key traits of successful leaders include:

• Self-confidence and resilience in the face of challenges
• The ability to make unpopular decisions when necessary
• A commitment to their job and a willingness to work hard
• The capacity to inspire and motivate others
• A balance between decisiveness and the ability to listen to others

Ogilvy emphasized that leadership can be learned and improved over time, and that it's more important for a leader to be trained in understanding people (psychology) than in technical skills like cybernetics.

3. Creativity and innovation thrive in an atmosphere of joy and freedom

"Kill grimness with laughter. Encourage exuberance. Get rid of sad dogs who spread gloom."

Foster a joyful workplace. Ogilvy believed that creativity and innovation flourish in an environment where people are happy and feel free to express themselves. He advocated for:

• Creating an atmosphere of fun and ferment
• Encouraging risk-taking and tolerating mistakes
• Giving creative people the freedom to explore new ideas
• Recognizing and rewarding exceptional performance
• Avoiding a culture of fear or excessive bureaucracy

By fostering this type of environment, Ogilvy & Mather was able to consistently produce innovative and effective advertising campaigns for their clients.

4. Maintain high ethical standards and treat people with respect

"We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company – and above all, honest with consumers."

Ethics matter in business. Ogilvy placed a high value on integrity and respect in all aspects of business. This approach included:

• Being honest with clients, even if it meant losing business
• Treating employees, clients, and competitors with respect
• Avoiding dishonest or manipulative advertising practices
• Encouraging open communication and constructive criticism
• Valuing diversity and rejecting all forms of prejudice

This ethical stance not only created a positive work environment but also built trust with clients and enhanced the agency's reputation in the industry.

5. Hire people who are better than you and invest in their growth

"If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants."

Prioritize talent development. Ogilvy believed that the success of an agency depended on the quality of its people. His approach to hiring and development included:

• Seeking out individuals who were more talented than himself
• Investing heavily in training and development programs
• Encouraging continuous learning and growth
• Promoting from within whenever possible
• Giving people significant responsibility early in their careers

By consistently hiring and developing top talent, Ogilvy & Mather was able to maintain its competitive edge and continually improve its services.

6. Balance creative brilliance with strategic thinking

"Unless your campaign contains a Big Idea, it will pass like a ship in the night."

Combine creativity and strategy. Ogilvy emphasized the importance of balancing creative brilliance with sound strategy. This approach involved:

• Developing "Big Ideas" that could capture the public's imagination
• Basing creative work on solid research and insights
• Ensuring that all advertising served a clear strategic purpose
• Avoiding creativity for its own sake
• Measuring the effectiveness of campaigns and adjusting accordingly

This balance of creativity and strategy allowed Ogilvy & Mather to produce advertising that was both memorable and effective in driving business results for clients.

7. Embrace change and continuously adapt to stay relevant

"Raise your sights! Blaze new trails! Compete with the immortals!"

Adapt or perish. Ogilvy recognized the importance of continuous innovation and adaptation in the fast-paced advertising industry. He encouraged his team to:

• Stay current with new technologies and media channels
• Experiment with new advertising techniques and formats
• Anticipate and respond to changes in consumer behavior
• Challenge conventional wisdom and industry norms
• Continuously improve and refine their skills and knowledge

This forward-thinking approach helped Ogilvy & Mather remain at the forefront of the advertising industry for decades.

8. Focus on building strong brands, not just short-term gains

"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand."

Prioritize long-term brand building. Ogilvy was a strong advocate for focusing on building enduring brands rather than pursuing short-term sales gains. This philosophy included:

• Developing consistent brand personalities over time
• Avoiding excessive price promotions that could erode brand value
• Creating advertising that reinforced key brand attributes
• Measuring success by long-term market share and profitability
• Encouraging clients to invest in sustained brand-building efforts

By focusing on building strong brands, Ogilvy helped his clients create lasting value and competitive advantages in their markets.

9. Research is crucial, but action based on insights is what matters

"I prefer the discipline of knowledge to the anarchy of ignorance."

Research informs action. Ogilvy placed a high value on research but emphasized that its true value lay in how it informed decision-making and creative work. His approach included:

• Conducting thorough market and consumer research
• Using research to develop insights about consumer behavior and preferences
• Applying research findings to inform creative strategies
• Testing advertising concepts and executions before launch
• Continuously measuring and refining campaign performance

This data-driven approach helped Ogilvy & Mather create more effective advertising and build stronger client relationships.

10. Write clear, concise, and persuasive copy

"The better you write, the higher you go in Ogilvy & Mather. People who think well, write well."

Effective writing is crucial. Ogilvy placed a high value on clear, concise, and persuasive writing. His advice for good writing included:

• Writing in a natural, conversational tone
• Using short words, sentences, and paragraphs
• Avoiding jargon and pretentious language
• Editing ruthlessly to improve clarity and impact
• Focusing on the key message or benefit

By emphasizing the importance of good writing, Ogilvy ensured that his agency's work was not only creative but also clear and effective in communicating with consumers.

11. Success comes from hard work, perseverance, and a willingness to take risks

"The harder your people work, the happier they will be."

Hard work pays off. Ogilvy attributed much of his success to hard work, perseverance, and a willingness to take calculated risks. He encouraged his team to:

• Work long hours when necessary to meet deadlines and client needs
• Continuously strive for excellence in all aspects of their work
• Take on challenging projects and learn from failures
• Maintain a sense of urgency and competitiveness
• Balance hard work with time for relaxation and rejuvenation

This work ethic, combined with a willingness to innovate and take risks, helped Ogilvy & Mather become one of the most successful advertising agencies in the world.

Last updated: August 8, 2024