The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
Interpretation
What this quote means
The bond between a company and its advertising agency is deeply personal, akin to the trust between a patient and a doctor.
David Ogilvy emphasizes the importance of forming a close, trusting relationship between an advertising agency and its client, likening it to the confidential bond shared between a doctor and a patient. This quote suggests that a successful partnership in advertising requires mutual understanding and comfort, which can significantly impact the effectiveness of advertising campaigns.
Themes
AdvertisingAgencyClientTrustRelationships
In practice
Example use cases
During a marketing seminar, a speaker quoted Ogilvy to highlight the importance of client-agency relationships.
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All quotes →Our business is infested with idiots who try to impress by using pretentious jargon.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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