{"id":136118,"date":"2024-11-20T16:03:35","date_gmt":"2024-11-20T20:03:35","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=136118"},"modified":"2024-11-25T16:21:35","modified_gmt":"2024-11-25T20:21:35","slug":"how-to-start-a-marketing-business","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/","title":{"rendered":"How to Start a Marketing Business: 3 Tips From David Ogilvy"},"content":{"rendered":"\n

Do you want to know what it takes to build a thriving advertising agency? How can you assemble the right team<\/a> and maintain a stellar reputation in the industry?<\/p>\n\n\n\n

David Ogilvy, one of advertising’s most influential figures, shares his wisdom on how to start a marketing business and lead it to success. His insights, drawn from years of experience, focus on three key areas: hiring creative talent, establishing clear expectations, and protecting your agency’s reputation.<\/p>\n\n\n\n

Read on to discover time-tested strategies that can help you build and grow your own marketing empire.<\/p>\n\n\n\n\n\n\n\n

How to Start a Marketing Business<\/h2>\n\n\n\n

In his book Confessions of an Advertising Man<\/em>, Ogilvy discusses the management side of the advertising business. Here are three of Ogilvy\u2019s tips on how to start a marketing business and run it successfully.<\/p>\n\n\n\n

Tip #1: When Hiring, Scout for Creative Talent Above All Else<\/h3>\n\n\n\n

According to Ogilvy, the number one reason his agency succeeded was because he was gifted at identifying and hiring the most creative marketers.<\/strong> He argues that truly creative people possess unique qualities that others lack\u2014qualities that are necessary for an agency\u2019s success.<\/p>\n\n\n\n

Creative people are more in touch with their subconscious mind<\/a> 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\u2019s high-quality mousetraps put them out of a job. <\/p>\n\n\n\n

On the other hand, Ogilvy admits that creative people tend to be more rebellious and contrarian than the average person. Although this can make them difficult to work with, he recommends doing whatever you can to keep them around anyway. The creative results they produce are almost always worth the hassle.<\/strong><\/p>\n\n\n\n

Creative People May Be Highly Sensitive<\/strong>

In The Highly Sensitive Person<\/em><\/a>, Elaine Aron describes a type of person she calls \u201chighly sensitive\u201d that overlaps with Ogilvy\u2019s concept of a uniquely creative person. Aron describes highly sensitive people (HSPs) as having stronger than normal emotions and the ability to process information on a deeper, subtler level<\/a>. She also notes that HSPs have unusually strong feelings of empathy<\/em>\u2014in other words, they naturally adopt the perspectives of others, just like Ogilvy\u2019s creatives.

Further, Aron notes that HSPs excel at using past experiences to inform present decisions, which gives them a strong sense of intuition. This may be the mechanism by which Ogilvy\u2019s creatives more readily access their imaginative subconscious mind\u2014they intuitively recall ideas they\u2019ve encountered in the past (but aren\u2019t consciously remembering) that relate to their current situation.

Aron suggests that HSPs, like Ogilvy\u2019s creatives, can sometimes be difficult to work with due to their unconventional minds. HSPs aren\u2019t necessarily rebellious like Ogilvy\u2019s creatives, but their tendency to process everything at a deep, complex level can make them seem like unusually slow learners. However, like Ogilvy, Aron asserts that the talents of these unique individuals make accommodating their quirks worthwhile.

Although not all HSPs are creatives, Aron states that they\u2019re generally more creative than the general population. Thus, scouting and nurturing individuals with HSP traits<\/a> could help you build highly creative marketing teams.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Tip #2: Clearly Communicate Your Expectations to Employees<\/h3>\n\n\n\n

Ogilvy explains that once you\u2019ve recruited a highly creative team, your job as a manager is to build a creative-friendly culture that allows them to do great work. To do this, communicate to your employees a clear set of guidelines for how to act at work.<\/strong> Because you\u2019re their boss, your employees will naturally seek your approval. Thus, they\u2019re likely to act the way you encourage them to.<\/p>\n\n\n\n

Ogilvy, for instance, tells his employees that he wants them to respect one another, honestly and openly resolve their disagreements, and enjoy working hard. He believes that if employees live up to these expectations, it\u2019ll create the positive and productive atmosphere necessary for creative work.<\/p>\n\n\n\n

Criteria for Effective Culture-Setting Guidelines<\/strong>

In What You Do Is Who You Are<\/em><\/a>, Ben Horowitz offers some tips for designing guidelines for your employees that effectively establish the culture you want. He argues that the rules you set should satisfy three criteria<\/a>:
\u2022 They\u2019re easy to remember.
\u2022 Employees can apply them in their work every day.
\u2022 They prompt employees to consider the deeper reasoning behind them.

Arguably, Ogilvy\u2019s rules are too vague and abstract to remember and apply daily, making them less likely to shift an organization\u2019s culture. Instead of simply telling employees to embody certain values, you could revise Ogilvy\u2019s advice by posing simpler rules that prompt them to consider these deeper values.

For example, instead of telling employees to \u201crespect each other,\u201d you could tell them to consult at least one other person whenever they make any strategic decision, which leads to mutual respect. Instead of telling them to \u201cresolve disagreements honestly,\u201d you could tell them to air all their grievances in a 10-minute meeting every morning. Instead of telling them to \u201cenjoy working hard,\u201d you could assign points to their work and tell them to score higher than other departments.

Furthermore, Horowitz argues that outlining effective rules isn\u2019t enough. Contrary to what Ogilvy says, employees won\u2019t dutifully follow your guidelines just to please you. Rather, leaders must strictly follow their own guidelines<\/a>. Otherwise, employees will follow the example you set rather than the rules you say.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Tip #3: Protect Your Agency\u2019s Reputation<\/h3>\n\n\n\n

Finally, Ogilvy notes that it\u2019s important to protect your advertising agency\u2019s reputation.<\/strong> Every ad you create shows the world how skilled your agency is. Without a reputation for consistently making ads that sell, you won\u2019t be able to secure major clients or attract high-quality employees.<\/p>\n\n\n\n

(Shortform note: Although it\u2019s important to maintain a strong reputation, it would be unreasonable\u2014and harmful\u2014to think that every ad your agency produces needs to be perfect<\/em>. Often, managers with perfectionist tendencies pass their high personal standards on to their employees<\/a>. Consequently, those employees become overwhelmed with stress and reluctant to take the risk of suggesting new ideas.)<\/p>\n\n\n\n

To protect your reputation, don’t tailor your ads to clients’ requests if their ideas will genuinely ruin the ad. It\u2019s better to lose a client than to let them pressure you into putting out bad work.<\/p>\n\n\n\n

(Shortform note: Ideally, you\u2019ll be able to explain to clients why<\/em> their ideas won\u2019t accomplish their goals like they think they will<\/a>. This way, you can preserve the relationship without degrading your work. If you don\u2019t have an objective reason to shoot down a client\u2019s idea, tell them you need time to consider it, and use that time to think through your argument.)<\/p>\n\n\n\n

Ogilvy also cautions against partnering with clients who sell flawed products<\/a> or are otherwise destined for failure. If your client\u2019s business fails, some people will inevitably blame your advertising, unjustly staining your reputation. To avoid falling into this trap, only accept a client if you\u2019re confident you can run a successful campaign for them.<\/p>\n\n\n\n

Potential Client Red Flags<\/strong>

How do you know if a client is destined for failure? Here are some warning signs<\/a>:
\u2022 Employees are frequently quitting, which indicates that they don\u2019t see a future for the company.
\u2022 Workers are constantly overwhelmed, fixing emergencies yet continually failing to address the root issues.
\u2022 Employee morale is low and no one seems excited at work.
\u2022 Upper management fails to openly communicate with the rest of the organization<\/a> about problems the company faces.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Do you want to know what it takes to build a thriving advertising agency? How can you assemble the right team and maintain a stellar reputation in the industry? David Ogilvy, one of advertising’s most influential figures, shares his wisdom on how to start a marketing business and lead it to success. His insights, drawn from years of experience, focus on three key areas: hiring creative talent, establishing clear expectations, and protecting your agency’s reputation. Read on to discover time-tested strategies that can help you build and grow your own marketing empire.<\/p>\n","protected":false},"author":9,"featured_media":136125,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[1672],"class_list":["post-136118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-confessions-of-an-advertising-man","","tg-column-two"],"yoast_head":"\nHow to Start a Marketing Business: 3 Tips From David Ogilvy - Shortform Books<\/title>\n<meta name=\"description\" content=\"David Ogilvy, one of advertising's most influential figures, shares his wisdom on how to start a marketing business and lead it to success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Start a Marketing Business: 3 Tips From David Ogilvy\" \/>\n<meta property=\"og:description\" content=\"David Ogilvy, one of advertising's most influential figures, shares his wisdom on how to start a marketing business and lead it to success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-20T20:03:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-25T20:21:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2024\/11\/leader-with-team-working-in-background.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1344\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Elizabeth Whitworth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elizabeth Whitworth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\"},\"author\":{\"name\":\"Elizabeth Whitworth\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\"},\"headline\":\"How to Start a Marketing Business: 3 Tips From David Ogilvy\",\"datePublished\":\"2024-11-20T20:03:35+00:00\",\"dateModified\":\"2024-11-25T20:21:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\"},\"wordCount\":1312,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2024\/11\/leader-with-team-working-in-background.webp\",\"keywords\":[\"Confessions of an Advertising Man\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-to-start-a-marketing-business\/\",\"name\":\"How to Start a Marketing Business: 3 Tips From David Ogilvy - 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