In order to
understand this little red book better, let’s look at the book
, chapter bychapter and see what is it that this stove seller from Scotland has to say aboutadvertising.
How to manage an advertising agency??
In this chapter he speaks about the ideal (nothing that he has to say can be less thanideal) ways to manage an advertising agency. He draws from his experience as a chef in France and how his boss functioned to illustrate how to manage creative (buteccentric people).He emphasizes the point that with creativity comes eccentricity and one has to learn todeal with the eccentricity of creative people to best learn how to manage them.He illustrates things like giving the right kind of atmosphere for creative people tobring out their true genius, giving rare praise to his staff for work well done, the ideaof delivering what has been promised, or even if it is about things as trivial as keepingthe workplace clean (though I must admit that drawing this parallel from a kitchen toan advertising agency looks like a bit of a stretch), or about the boss leading byexample when it came to hard work. What really stands out in the reading of thischapter or probably the whole of this book is the generous use of the word I, (althoughMr. Ogilvy has taken the pains to mention in the opening chapter that he has done thisagainst the popular culture of the times when he wrote the book) because the viewsexpressed are his own and therefore he himself needs to be responsible for them)There is a point in the chapter when Mr. Ogilvy writes that though advertising as aprofession is about writing and therefore people in the profession need to be well readbut sadly people like that seemed to be missing in the profession and then in the samechapter goes on to talk about Lord Rutherford and the Cavendish Laboratory, uses theexample of Winston Churchill to illustrate the eccentricities associated with creativity.
How to get Clients
If there is any part of the book that best describes the maverick spirit of David Ogilvyit is without doubt where he describes how he set about getting the best of clients forhis young and greenhorn agency. And also his unique approach to describe thelifestyle of an agency which he used to confront prospective clients with.Although it would be too much to expect Mr. Ogilvy to accept his shortcoming andaccept the success of
others to a task he didn’t succeed at, still he was gracious
enough to accept that sometimes
not just creative genius and 'fire in the belly'which helps secure clients, it has something to do with the right connections andmaking those decisions to hire the best people to do it as he did in the case of AndyHewitt.