By David Ogilvy

ISBN-10: 1904915019

ISBN-13: 9781904915010

The long–awaited reissue of the million–copy best–seller that FORBES journal referred to as “A helpful primer on ads for any businessman or investor.” With a brand new Foreword via Sir Alan Parker.


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Example text

Strictly speaking there’s nothing wrong with appearing in your own ad comps, but we have to wonder how often you’re really right for the casting. It’s hard to imagine one face fitting the bill for every ad (although the mental picture is pretty funny). Jancy reminds you that a rough drawing may convey your idea better than a tight comp done wrong. “Wrong” can mean using a stock shot that’s not really close enough to right, a shot you took yourself that ends up looking like a badly done finished ad, or a shot with dead wrong casting (we’re just assuming you’ve fallen into this category at least once).

Whether you quit your school or not, you’ll need to be highly motivated to keep refining and evolving your book. We’ve hired some great juniors who had strong books in spite of their schooling. They are often the best juniors out there—if you can create wonderful work in a lousy environment, you’ve really got something special. We hope you’re one of those people. I am an English-language teaching graduate from a university in Turkey. I realized, though late, that I would like to be in the advertising business as a copywriter.

As CDs, we’re hoping to see around 10-ish different strategic efforts, whether campaigns or singles. But if you’ve got only six under your belt that you’re really excited about, show only six. ) “Too many” is whichever ads you’ve left in that aren’t as strong (or, let’s be reasonable, almost as strong) as your best ad. You’d be surprised to see how many very senior people make the big mistake of putting waaaay too many ads in the book. If they stepped back and edited out the weaker work, they’d suddenly look twice as talented and be worth way more.

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Confessions of an Advertising Man by David Ogilvy

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