OGILVY II

How to Be a Good Client

1. Emancipate your agency from fear.
2. Select the right agency in the first place.
3. Brief your agency very thoroughly indeed.
4. Do not compete with your agency in the creative area.
5. Coddle the goose who lays your golden eggs.
6. Don't strain your advertising through too many levels.
7. Make sure that your agency makes a profit.
8. Don't haggle with your agency.
9. Be candid, and encourage candor.
10. Set high standards.
11. Test everything.
12. Hurry.
13. Don't waste time on problem babies.
14. Tolerate genius.
15. Don't underspend.