Book SummaryConfessions of an Advertising Man, by David Ogilvy

1-Page Summary1-Page Book Summary of Confessions of an Advertising Man

In Confessions of an Advertising Man, David Ogilvy—a marketing tycoon known today as the “Father of Advertising”—distills the wisdom he picked up over decades in the advertising industry. If you’re looking to succeed in advertising, this book will serve you well, whether you’re just starting your career or you’re the head of an agency.

Ogilvy (1911-1999) was a British marketer who founded the advertising firm Ogilvy & Mather in 1948. It became one of the best-known advertising agencies in the world. The firm created lucrative campaigns for major companies like American Express and Rolls-Royce. Confessions of an Advertising Man (1963) was his first book,...

Confessions of an Advertising Man Summary The Basics of Creating Effective Advertising

Let’s start with some foundational advice for any marketer: How do you write an advertisement that makes people want to buy something? We'll outline Ogilvy's three key elements of a successful ad, explore the art of writing effective headlines, and explain how to create persuasive body text and images for an ad.

Effective Ads Are Honest, Informational, and Interesting

First, Ogilvy argues that the best advertisements are honest. If a customer buys a product because of your ad and finds it inferior to what you promised, it damages your client's brand image and compromises future sales.

Second, Ogilvy contends that the best ads are informational. Consumers are more likely to buy your product if you give them facts and evidence explaining why it would benefit them. If your ad doesn’t clearly convey a tangible benefit, it’ll struggle to make sales even if it’s otherwise stunning.

However, many advertisers falsely assume consumers don’t care about the facts. Consequently, they offer ads that look and sound nice but lack substantial information about the product. These ads come across as insults to consumers’ intelligence and are less likely to make sales.

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Confessions of an Advertising Man Summary Long-Term Advertising Strategy

Now that we’ve discussed the art of creating compelling ads, let's zoom out: Ogilvy explains how to strategically knit these ads into a broader marketing plan to boost profits over the long run. We’ll discuss three of Ogilvy’s tips.

Tip #1: Reinforce a Brand Image

The best advertisements don’t just persuade consumers that a product is valuable; they also support long-term strategy by reinforcing the brand image. A brand image is the cumulative impression a brand makes in the minds of consumers over years of advertising. Ogilvy argues that the stronger and more distinct a brand’s image is, the more often consumers will choose to buy it over a competitor.

According to Ogilvy, the key to strengthening brand image is offering consistency over time. The most effective ads magnify and reinforce an existing brand image rather than reinvent it. This is why so many of the world’s biggest brands—such as Coca-Cola and McDonald’s—have maintained the same brand image for decades.

Ogilvy points out that when developing a distinct brand image, it’s inevitable that the brand will appeal more to some demographics than others. For instance, a clothing brand that positions itself...

Confessions of an Advertising Man Summary Leading an Advertising Firm

So far, we’ve discussed how to create successful ads and weave them into an effective long-term strategy. Now, let’s discuss the management side of the advertising business: Here are three of Ogilvy’s tips on how to effectively lead an advertising agency.

Tip #1: When Hiring, Scout for Creative Talent Above All Else

According to Ogilvy, the number one reason his agency succeeded was because he was gifted at identifying and hiring the most creative marketers. He argues that truly creative people possess unique qualities that others lack—qualities that are necessary for an agency’s success.

Creative people are more in touch with their subconscious mind and imagination, which helps them come up with more winning ideas. Additionally, creative people are skilled at seeing any situation from multiple perspectives, which allows them to discover and share insights that most people would never think of. For instance, if a creative person is designing an ad for mousetraps, they might wonder what cats (who also catch mice) think of them. This could inspire them to design an ad where a housecat files for unemployment, complaining that the client’s high-quality mousetraps put them...

Confessions of an Advertising Man Summary Working With Clients

Once you’ve found clients who will help you build your agency’s reputation, how do you convince them to hire you? In this section, you'll learn how to attract new clients and maintain great relationships with your current ones.

How to Earn New Clients

There’s no single, surefire way to earn a client’s business. Ogilvy explains that every client is different, and you’ll need to employ different strategies to win their trust. Try to understand the unique ways that each client thinks, and you’ll have a better chance of convincing them to hire your agency.

Although Ogilvy emphasizes that the process of earning a potential client’s trust will look different every time, he offers a couple of strategies that work in the majority of cases. First, being an active listener in conversation often makes people perceive you as insightful, which reflects well on your agency. The less you speak, the more respect you’ll gain.

(Shortform note: In The Psychology of Selling, Brian Tracy [sorts customers into categories based on their behavior when making a...

Confessions of an Advertising Man Summary Climbing the Corporate Ladder

We’ve discussed what it takes to be an effective leader in an advertising agency—but what if you’re not yet in a leadership position? We’ll conclude this guide with Ogilvy’s advice to up-and-coming marketers who want to know how to rise through the ranks at an agency.

According to Ogilvy, the way to earn a promotion is to work harder and create more ads than any of your peers. By being the best—putting in the extra hours, honing your skills, and demonstrating all-around superior performance—you can attract the attention of executives looking for the next advertising prodigy. Managers are always looking for the most promising individuals because they understand that standout ads are almost always the brainchild of a single advertiser, not a team.

That said, don’t make it obvious to your peers that you're primarily focusing on impressing managers. If your coworkers perceive you as an adversary, they may sabotage your chances of promotion. Maintain cordial relationships, but stay focused on your work as an individual.

(Shortform note: In The 48 Laws of Power, Robert Greene argues that you can persuade others to help you...

Shortform Exercise: Assess Ogilvy’s Model of a Successful Marketer

Ogilvy has clear, specific ideas about what it takes to succeed in advertising. Reflect on how much you agree or disagree with his point of view.

Ogilvy argues that standout ads are usually the result of a single marketer's efforts rather than team collaboration. Would you say it’s true in your workplace that the best results are typically the result of one person’s efforts? Why or why not?