About the book

Classics should be read in the paper format. Which I did, of course. And as mentioned Ogilvy’s book is a classic. Starting from the first page where there is old adverts presenting cigarettes, cars, beer and nude persons. O tempora, o mores? Another example of Ogilvy’s book is that he shows a picture of his medieval castle and Rolls-Royce. It’s his way to motivate readers to excel in being creative?

How was the book?

David Ogilvy has written his book so it would be like a handbook. How to run advertising agency? Or how to make commercially viable TV ads? Or how should direct mails be designed? Excellent lessons and one should not only think his ideas are tide into the era of Mad Men. Last, but not least – Ogilvy’s book is filled this quotes that fit into one tweet.      

What are the key learnings of the book? 

It’s all about ideas. Ogilvy have five questions that he uses to identify a big idea. Did it make you gasp? Are you jealous about the idea? Is it unique? Fit with strategy? Will it last for 30 years? He is talking about the same concept as did Malcolm Gladwell in his “Tipping Point” book. That is that the idea must stand-out. 

The good ones know more

–      For Ogilvy curiosity, common sense, wisdom, imagination and literacy are hard currency.

–      He also believes that what you learn is more important than what you earn.

It’s all about building spirit within the office

–      Caring about the people that work for you and be with them.

–      Start luncheon clubs, start by making the office a fun place and start by advocating honesty.

–      Nurturing characters and self-confidence brings best out of your crown princess.

How to make successful products even more successful

–      Use advertising….:-)

–      Focus on successful products, not on unsuccessful products.

–      Worship your heavy-users.

–      The consumer is not a moron, she is your wife.

Don’t dawdle

–      Make targets for every year and review those.

–      Review results of marketing every 30 days.

Sales meetings in the WC

–      Half-empty auditorium smells of failure.

–      Use the absolute minimum of electrical equipment.

How should we change according to the book?

In advertising, the beginning of greatness is to be different, and the beginning of failure is to do the same-same. Goes with great many other areas of modern work life.

What should I personally do? 

Not to forget Ogilvy’s five questions about ideas. Did it make you gasp? Are you jealous about the idea? Is it unique? Fit with strategy? Will it last for 30 years?

Summary

Would you like to effective marketing and communication? Are you interested in building unique ideas? Would you like to learn about marketing process? Start by reading this book.

The book in six words – From history of advertising to business insights.