Comments on: Deloitte goes Mao

By: Quote of the day - Heute denken, morgen fertig.

Quote of the day - Heute denken, morgen fertig. — Fri, 27 Jul 2007 15:50:35 +0000

[...] David Ogilvy’s Ogilvy on Advertising (a book that is also mentioned elsewhere on this blog): “The consumer is not a moron, she is your [...]

By: Jacob Bøtter

Jacob Bøtter — Wed, 11 Jul 2007 16:56:47 +0000

That’s a pretty good story, and a good example Thorsten. Just to make it clear I don’t think all employee “manuals” (Ok, I really don’t like that term – anyone got a better one?) are bad. It’s just that 98% is, and I have seen a lot of bullshit in the advertising business especially. I won’t point fingers at any agency, but let’s just say most top-10 agencies in this country rely on Deloitte-like employee manuals – and put all their faith into them. And then the writings on the wall. Seriously, how do you make your employees more sharing, by painting it on the wall?

But really, it’s a good story and I remember hearing about it some years back. Do you remember where you heard about it? There must be an article or a book citing it somewhere?

By: Thorsten

Thorsten — Tue, 10 Jul 2007 14:17:30 +0000

In the old days, the 80ties, David Ogilvy wrote the book Ogilvy on Advertising which was his story, case stories and what to do and what not to do in advertising.

For example he advised always to ask the consumers as he himself had worked as a surveyer in the beginning of his career. In general, he advocated for workable advertising that would sell products. In short: Results.

He also said never to use white text on black background which I think it not exactly an in advice today, but does carry some logics to it because people won’t continue reading a long text on black.

He said many things in there and it was well written. He lso said never to lie and always to ask the client questions and to tell them the truth, even if it would put the account at risk.

Anyhow, then that book worked as the bible for the people at Ogilvy’s offices worldwide and established the Ogilvy & Mather brand as the agency with the top notch, creative and workable advertising solutions.

Not because the book said that one should always carry it about and read in it frequently. But because it was a well-written story about a rich life, with lots of workable solutions to make sane advertising that would sell your products.