- Paperback: 192 pages
- Publisher: Southbank Publishing; REV ed. edition (1 December 2011)
- Language: English
- ISBN-10: 9781904915379
- ISBN-13: 978-1904915379
- ASIN: 190491537X
- Product Dimensions: 15.2 x 1.5 x 24.1 cm
- Boxed-product Weight: 272 g
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: 13,510 in Books (See Top 100 in Books)
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Confessions of an Advertising Man Paperback – 1 Dec 2011
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"Required reading for anyone in business" --"Media Week"
"It changed my life, and it will change yours." --Roger Stone
"It's a well written clean book which breaks out his concepts, tactics, and techniques and is a must-read for anyone in business--and particularly marketing and PR." --Ronn Torossian, CEO of 5WPR on his 10 Must-Read Public Relations and Marketing Books on "Business Insider"
"Ogilvy lays down some mind-blowing concepts that can benefit many industries and business professionals." --EarlyWord
"[A] book every entrepreneur should take the time to read." --Yahoo! Voice
." . . Throughout his book "Confessions of an Advertising Man" you will find deep insights on management, candor, and company culture." --The Huffington Post
"Ogilvy's writing is pithy, lively and urbane...[Confessions of an Advertising Man] is full of great stories from the world of 1960s advertising." IndependentMail.com"
"Required reading for anyone in business" "Media Week""
"I would like to make it mandatory that everyone in advertising read David Ogilvy's first book, "Confessions of an Advertising Man" at least once a year." George Parker in "Business Insider""
"Monumental...there is the kind of good, solid, smart, great-work-inspiring advice that any one in this business and that includes clients would be wise to review." The Agency Review"
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David Ogilvy traces the start and growth of one of the most successful advertising agencies in history. His business philosophy is striking - he did not strive for a large number of clients but was much more selective in targeting the clients that he felt would be mutually beneficial.
He would refuse to spend time developing competitive proposals in bidding for business. He felt like the business should be awarded based on competency. He offers some great insights into why his agency was so successful.
I would recommend this book for everyone in business - not just for ad men or copywriters. David shares a lot of principles of advertising that will help anyone spend their ad dollars better.
Ogilvy delights us with wonderful tales of his career at the Hotel Majestic in Paris before he founded Ogilvy and Mather. Tales of the head chef, Monsieur Pitard, ("who was dressed, when off-duty, like an international banker") who ruled the kitchen with a rod of iron and inspiring many people (including Ogilvy) is in the first chapter on "How to Manage an Advertising Agency."
This little book has useful timeless advertising advice given in every sentence, every paragraph, and every page, filled with interesting personal stories from an advertising genius.
According to Ogilvy, he originally wrote this book in 1962 in order to attract new clients to his advertising agency, to condition the market for a public offering of Ogilvy's shares, and to make himself better known in the business world. I think it's fair to say that he succeeded on all three points. Although Ogilvy subsequently stated that if he were to write this book again, he would be "less indiscreet, less boastful and less didactic," the book doesn't strike me as overly boastful or pompous. You would expect an advertising man to be sold on his own ideas.
Ogilvy gets straight to the heart of matters for advertisers. Here is how he organized the book:
1. How to manage an advertising agency.
2. How to get clients.
3. How to keep clients.
4. How to be a good client.
5. How to build great campaigns.
6. How to write potent copy.
7. How to illustrate advertisements and posters.
8. How to make good television commercials.
9. How to make good campaigns for food products, tourist destinations and proprietary medicines.
10. How to rise to the top of the tree--advice to the young.
11. Should advertising be abolished?
Although you may not read this book in one sitting, it is short enough and interesting enough that it won't take you very long to finish reading it. Finally, to give more flavor to Ogilvy's approach to advertising, here are a few of his more famous thoughts:
"Tell the truth, but make the truth fascinating."
"Big ideas are usually simple ideas."
"It is important to admit your mistakes and to do so before you are charged with them."
"In the best establishments, promise are always kept, whatever it may cost in agony and overtime."
And one of my favorites (which I've shortened), because it shows a blend of insight and self-awareness: "It is a mistake to use highfalutin language when advertising... I once used the word "obsolete" in a headline, only to discover that 33% of [readers] had no idea what it meant. In another headline I used the word "ineffable," only to discover that I didn't know what it meant myself."