One of the secrets of Ogilvy's success: Advertising is to promote products. "Advertising is to promote products, otherwise there will be no advertising." This view is Ogilvy's rebellion against the traditional advertising industry. Ogilvy insisted that advertising is not art, and its only legitimate function is sales. From a sales standpoint, Ogilvy was good at using images with strong visual effects, coupled with concise, vivid, and persuasive text to highlight the quality of the product. This practical, simple and even sensational advertising design style brought Ogilvy great success in his career. A large number of Ogilvy's customers were obtained by Yigwei personally. Whenever Ogilvy attended various meetings, dinners, tea parties or cocktail parties, he always had a way of detecting whether there were potential advertising customers among them.

Ogilvy insists that the customers Ogilvy seeks must be businesses that can produce good products. Not only does he feel that advertising for them is a worthy thing to do, but he will also be very happy to recommend them to others. Family use. Rolls-Royce is the world's leading brand of automobiles, but Ogilvy fired this customer because of quality problems. At that time, cars began to be equipped with automatic transmission settings, and Rolls Royce's own automatic transmission was not up to standard. They used products from Chrysler Motor Company. The manager of the American branch went to the port to pick up a batch of new Rolls Royce cars shipped from the UK. He test-drove a new car with air-conditioning around Central Park. Before he was halfway there, the windows began to fog up and became so white that it was almost impossible to see outside. Ogilvy was so angry that he wrote a letter to Rolls-Royce. The letter began with the title "Waste" and told them frankly: "The cars your company recently shipped to the United States are completely useless. I don't think so." I am willing to encourage others to buy them from the standpoint of recommendation. However, Rolls-Royce was very graceful and did not get angry at all. The person in charge of Rolls-Royce at the time was an engineer and he wrote a reply to O. Gewei; "I don't blame you at all, I think you have a point."

What's more interesting is that in the following years, when they encountered problems, they would come to consult O Gecheng’s opinion? The second secret of American success: Creativity is the beacon of advertising. Unless advertising comes from a big idea, otherwise it will be like a ship that can sail at night. No one knows. "This is a famous saying of Ogilvy. Emphasizing "creativity" at every moment is a basic principle founded by Ogilvy. He asked supervisors not to allow employees to propose hasty plans or bland advertising works

In the fiercely competitive advertising industry, accepting a second-rate job with no solid performance is a dead end. Ogilvy requires "creative" advertising, which is refreshing and unforgettable. "Outstanding" work. He said: "If the work is good, the company will make more money; if the work is bad, the loss will naturally be more."

He has an ambition to have Ogilvy and Mather all over the world. The creative guidance of the branch can create the most "outstanding" advertisements in the United States and even the world; in front of new customers, they must be able to propose at least 4 sets of advertising plans that will shock them. Only in this way can Ogilvy's works have the "today's" quality. "Irresistible charm." The third secret of Ogilvy's success: Hire people who are stronger than you. Ogilvy believes that the advertising industry is an industry that requires a large amount of genius. And genius comes from those who are not bound by rules and regulations and hold unique opinions. Ogilvy said: "If you cannot distinguish this group of young people with extraordinary potential and cannot give them promotions and rewards in a timely manner, they will soon turn around. . Losing an outstanding talent is as damaging to a company as losing a customer. "Ogilvy's approach is to hire someone who is more outstanding than yourself immediately.

So, other countries always remind the company's management: If you often hire people who are weaker than you, People, we will become a dwarf company in the future. On the contrary, if you always hire people who are stronger than you, we will definitely become a giant company in the future. In 1963, Ogilvy published his first book "An Advertising." "Confessions of a Man." Ogchen wrote in this book: "Running an advertising agency is not a matter of idleness. After working for 14 years, I concluded that the most important responsibility of the top leader is to create a nitrogen state-one where those with creative talents can be used.

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