AGENCY CLIENTS
"The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do."
Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 75.
"I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for."
Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 57.
"I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising."
Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 37.
"Most agencies run scared, most of the time. . . . Frightened people are powerless to produce good advertising. . . . If I were a client, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 64.
"It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 55.
To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 68.
"I always use my clients' products. This is not toady-ism, but elementary good manners."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 53.
"I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 52.