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David Ogilvy Built On Quality Innovate To Succeed: Stellar adman studied products, then unleashed creativity.(LEADERS & SUCCESS)
Byline: CURT SCHLEIER
David Ogilvy had a simple formula for attracting new clients: Do good work for old ones.
"The easiest way to get new clients is to do good advertising," Ogilvy wrote in his seminal work, "Ogilvy on Advertising."
"During one period of seven years, we never failed to win an account for which we competed, and all I did was show the campaigns we had created. Sometimes I did not even have to do that. One afternoon, a man walked into my office without an appointment and gave me the IBM account; he knew our work."
Client by client, Ogilvy built up his ad agency, Ogilvy & Mather.
Even when he became extremely successful -- Advertising Age magazine called him "one of the most widely known creative gods in advertising history" -- he didn't take anything for granted.
He made promoting his agency one of his most important duties. He scheduled at least two major speeches a year, "each carefully staged and crafted for maximum impact," according to Ad Age.
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