Ogilvy’s Post

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Dumb Ad agencies do this. They present ideas buffets. They come to a client and say, hey, look at all these great ideas we could do. That is a really dumb way of presenting ideas. What you want to do is have a comms framework. What it comes framework does Is make sure that every single piece of work has an intentional role. It shows the moments we want to communicate, The message we want to communicate and where we want to communicate that message. If you're interested in seeing examples of comms frameworks. I'm running a free workshop next week where I'm going to share a ton of examples, so you can sign up to that here: https://lnkd.in/gZgjv_gQ

How do you know if you have clarity? In my rookie days at Ogilvy, my branch head asked me to work on a strategy deck for one of our key clients. I put all my might and coughed up a 60-slide deck." He said, "That needs a lot of effort to read. Mani, bring it down to 10 slides." Which I duly did When I showed him the ten sliders, he said, "I don't have the time; bring it down to 2 pages." Which I duly did When I gave him the two pages, he said, "Mani, bring it down to a page I will read on the go." When I brought it done to a page, he said "Mani" "Now, Go present; you have clarity." You have clarity if you can bring your ideas to a single A4 sheet. By the way, The Ten Commandments was a one-pager That's a wrap!

The future

After reading a few posts about this Ad Age article I’m compelled to chime in. While I agree with the author’s assertions that many clients have entirely replaced instincts, intuition and ambition with data, data and more data, and that procurement departments have degraded the value (and, therefore, the quality) of creative, I also find it convenient—and frustrating—that so many agency leaders continue to point the finger externally while refusing to acknowledge their own, decades-long role in the devaluing of talent. If, as the article suggests, agencies have shifted to pitching their process instead of their talent, it’s likely because 40% of their process doesn’t voluntarily walk out the door every year. Sadly, our industry is still willfully blind to (or, more accurately, foolishly accepting of) the fact that it has a massive employee retention problem that has nothing to do with data or procurement and everything to do with the dysfunctional dynamics it’s fostered with its most valuable resources: people. Because so many agencies are unable to retain their people, they’ve been forced to present them as interchangeable workers on a proprietary advertising assembly line that generates the same output regardless of who’s pulling the levers and turning the knobs. But as the author writes: "...it’s all bullshit. A blind man could see the creative ideas were not developed via the agency’s so-called process, and anyone who’s ever worked at an agency knows that creativity comes from collaboration, not an assembly line."   It's time to address the elephant in the room—or, should I say, the 40% of agency employees who leave the room each year.

Our mantra and key point of differentiation in our business as a consulting agency is very much considered by us to be a Trademark ™️ ✅ It will now be appearing on all our comms! #period #wetakeitseriously #strategyfirst #sentiusgroup #marketingconsultancy #melbournemarketingscene

In the dynamic world of marketing, David Ogilvy's "Confessions of an Advertising man" stands as a guiding beacon for me. Having spent seven enriching years in the ever-evolving realm of marketing, this book has been more than just a read—it's been a career compass. Ogilvy's unwavering belief in trusting and empowering his team resonates deeply with my managerial philosophy. In my previous roles, where I led a talented team, I made it a point to create a space that fosters creative thinking and growth. After all, nurturing thinkers is key to pioneering ideas that break through the noise. What struck me most was Ogilvy's blunt assertion that the primary purpose of copy is to sell. It's a principle that has guided my approach to crafting compelling creative strategies. Sometimes, it's not about entertaining; it's about resonating with the audience and driving sales. If it sells, even if it's not the most exciting, it qualifies. Reflecting on my journey, the principles from "Confessions of an Advertising man" have been more than a set of rules—they've been the foundation of my approach to marketing. Ogilvy's wisdom, blended with my experiences, has shaped not just how I manage teams but also how I approach the intricate dance between brands, clients, and customers. As I continue to navigate the ever-changing landscapes of marketing and advertising, I'm reminded that some principles withstand the test of time. Ogilvy's insights, etched in the pages of his confessions, continue to be a compass guiding me through the dynamic seas of this industry. #Marketing #Advertising #DavidOgilvy #CareerReflections

Illuminating analysis from James Swift at Contagious (as you would expect) on the continuing challenge of the legacy agency business model. It is of course not just limited to creative agencies but almost any agency of any type - from comms, branding, PR and experience through to media. There is a lot of coverage on LinkedIn about this issue, most of it focussing on the symptoms. As Caroline Johnson says “That has caused a complete crisis in our industry,’ says Johnson. ‘The burnout rate of our talent, the lack of respect that we have commercially as an industry; there are so many really obvious symptoms to the problems of being on the wrong model.’ What agencies really need is a clear roadmap as to how they can assess if an alternative business model that focuses on creativity and commerciality through the lens of value. Happy to help.

This post is doing the rounds with various people editing it. 1. An agency is a group of people 2. Agency is only as good as the people in it 3. Unlikely everyone in an agency does this 4. Using vague search metrics for decision making is poor practice 5. Trying to differentiate via this method is boring and not unique The fact is, this has been the case from day 1. it all comes down to how experienced someone is who owns the account. Most agencies who employ good talent won't suffer from this. Those that do probably deal with £500 a month clients. non news.

Its good for our business