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Opinion: On the Campaign Couch ... with JB.
Q: What do you think about agencies running ads for themselves? Surely the best self-promotion for any agency is just to do what it does as well as it can possibly do it?
A: Doing what you do as well as you can possibly do it is not enough. This is what Ralph Waldo Emerson (1803 - 1882) is widely believed to have said: 'If a man write a better book, preach a better sermon, or make a better mouse-trap than his neighbour, tho' he build his house in the woods, the world will make a beaten path to his door.'
As it happens, there's not a shred of evidence that Emerson ever uttered these words - which is just as well for his reputation since they are demonstrably daft. If you don't believe me, retire to the woods, build a better mouse-trap and wait.
Doing what you do as well as you can possibly do it is only of value if people know it. You cannot leave this to chance.
Ads are seldom the best form of advertising for advertising agencies.
David Ogilvy advertised his agency by writing best-sellers about it. It takes an unusual talent to persuade potential clients to pay several million dollars for the privilege of reading an ad agency's credentials presentation.
New agencies advertise themselves because they need to tell the world that advertising will never be the same again. They may even believe it.
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...option, you should cut your losses and look elsewhere. Jeremy Bullmore is a former chairman of J. Walter Thompson, a director...the workplace, it both inspired and complements On the Campaign Couch. Address your problems to him at Campaign, 174 Hammersmith...
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...rated top for creativity. Bingo, I think you'll find. Jeremy Bullmore is a former chairman of J. Walter Thompson, a director...the workplace, it both inspired and complements On the Campaign Couch. Address your problems to him at Campaign, 174 Hammersmith...
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...might have guessed that. - 'Ask Jeremy', a collection of Jeremy Bullmore's Campaign columns, is available from Haymarket, priced pounds 10. Telephone 020 8267 4683. Jeremy Bullmore welcomes questions via campaign@ haynet.com or Campaign...
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