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2010-04-07
Ogilvy's idea of leadership of an organisation:
I still write occasional advertisement myself, to remind my brigade of copywriters that my hand has not lost its cunning.--prove that you are qualified to lead them
Today I praise my staff as rarely as Pitard praised his chefs, in the hope that they too will appreciate it more than a steady gush of appeciation.---Compliments should be rare to function as they are.
In a great kitchen, one must always honor what one has promised on the menu.---Promises are always kept, whatever it may cost agony or overtime.
I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
I have an inviolable rule against employing nepots and spouses, because they breed politics.
Definition of creative people: Observant, good at Synthesis of ideas,Imaginative
Creative people are especially observant, and they value accurate observation(telling themselves the truth) more than others do.
They often express part-truths, but this they do vividly; the part they express is the generally unrecognized; by displacement of accent and apparent disproportion in statement they seek to point to the usually unobserved.
They see things as others do, but also as others do not.
They have more ability to hold many ideas at once, and to compare more ideas with one another- hence to make a richer synthesis.
They have more contact with the life of the unconscious-with fantasy, reveire, the world of imagination.
About talents:
Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels. Few of the great creators of ads have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.Consider Winston Churchill. He drank like a fish. He was capricious and wilful.
*********************BE A SALESMAN-sell your ideas
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
About agencies:
It is easy to be beguiled by acres of desks, departments. What counts is the real motive power of the agency.
How to conduct sensationalization:
Relationship with reporters,researchers,consultants; Bold proposals;Speeches;Promotion to the public
Good presentation: candid statements of flaws
I have noticed that when an antique dealer draws my attention to flaws in a piece of furniture, he wins my confidence.
*******Admit mistakes before you are charged with.
Standard test of professionals from an unknown company: Loosen their tongues
Invite two of key men to dine at your house. Loosen their tongues.Find out if they are discreet about the secret of their present clients. Observe their relationship with each other; are they professional colleagues or quarrelsome politicians? Do they promise you results that are obviously exaggerated?
*******Golden rules to climb to the top of an organisation:
1. Ambitous, but not aggresive
You must be ambitious, but not be so nakedly aggressive that your fellow workers rise up and destroy you.
2. Pick a subject about which your agency knows too little, and make yourself authority on it.-Be indispensable
3. Recognize the Great Occasion when it presents itself, and work extremely hard on it.Then present your work to the management.
*****************4. Do it from the bottom
Most of the young able men who come into agencies nowadays are determined to become account executives, probably because they have been taught in business schools that their life mission is to manage and administer rather than to do secialist work. It escapes their attention that the heads of the six biggest ad agencies in the world were all specialists before they reached the top. Four of them were copywriters, one was in media and one was in research. Not one of them had ever been an account executive.
I would advise my own son to specialize- in media, research, or copy. He would find the competition less formidable in these departments, he would find more frequent opportunities to rise above routine maintenance work, and he would acquire an expertise which gives a man security-psychological and financial.
How to manage a freshing vacation:
Relax&Refresh your mind:Travel (better abroad) with your interested books, ( but not leading to exhaustion which impacts your work after you come back)
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