2nd chapter from Confessions of an Advertising Man written by David ogilvy Presented By:Debasis Behera 10HM08

15 years ago a tobacco farmer in pennsylvania but now owner of best advertising firm in USA with billings of $55 million a year, payroll of $5 million and offices at new York,Toronto, Los angeles,Chicago,san fransicso. In 1948 Presented a vision of hiring gentleman with brains for his agency to make his agency No. 1 before 1960. Made a list 5 major clients that all the time he wanted to: general foods,Bristol mayers,Campbell soup company,lever brothers,shell.

At that time to make a target for these companies is like mad presumption but now they are the clients of O & M. At that time such agencies were known using dark horse(unknown but can win unexpectedly) agencies. e.g. General foods discovered Young and Rubicam when that agency was only 1 year old. Ed little gave moist of the colgate account to Ted bates agency.

It is easy to have acres of desks, departments etc. but what really counts is the motive power of the agency that is creative potency.

In 1961 Got an offer from Stanley razor, head of j. walter Thompson, to join their firm by giving up the hope of creating own agency as the competition was very high and the services that were needed at that time were so high that only a big, reputed organization can handle it. At that time In every year a new agency is being born with an ambitious vision, hard working etc. it gets account from old agencies. It does great work. After some years the founders get rich and tired. Their creativity goes out. Then it produces dull, routine campaign and begins loosing account to new agencies who work hard and put all their efforts into their advertisements.

Firstly Approached the advertisers who did not employee advertising agencies at all personally by following henry fords advice SOLICIT BY PERSONAL. First target was wedgwood china. Secondly Followed Edward bernays advice to make no more than two speeches a year. Every time Made speeches was to provoke the audience. Criticized the advertising course given in universities publicly.

Thirdly Made friends with men whose jobs bought them into contact with major advertisers that is the researchers, the public relations consultant, the space salesman etc. Fourthly Used to sent frequent progress reports to 600 advertisers every day.sam Bronfman hired his company for the seagram account due to the last two paragraphs of a 16page speech sent by him. Confessed that if he would have behaved in a professional way then it will take 20 years to arrive at this position.

Working form dawn until mid night,6 days a week, creating campaign for the clients who hired his newly born agency. An agencys first client is much difficult to get as it has no credentials, no record, no reputation. At this stage it has to conduct a pilot survey on some aspect of the clients business before preparing any advertisement. According to him, next to luck fertility and midnight oil are the best weapons to use in hunting new business.

Has belief that they dont have time and stomach to prepare unfactual advertisements. They used to show their prospects of what they have done for other manufacturers, their policies etc. They try to reveal what they really are. if client is impressed then it hires the agency .if it doesnt like, then their agency is better of the client. Rigidity and salesmanship doesn't combine.

According to him, Hunt for new clients is like a sport. if u play it with horrible seriousness then u will die due to failure. but if u play it with enjoyment then u will survive your failures without loosing anything. Play to win but Enjoy the fun