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A Little Advice

Reprinted from News-To-Use, Vol.5 No.1.
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Who should make the decisions about an advertising campaign's mission? Who should ultimately decide what image is required? Who should judge whether the goals have been met?

Here's what David Ogilvy said about client involvement in his agency's work for IBM. "It was all done at the top level. I think that's just as it should be. It's a waste of money for any corporation to do corporate advertising unless [top management] defines the purpose of that advertising."

Ogilvy cites three reasons for top-level involvement: 1) if the top level defines the purpose, they are more likely to keep the campaign going; 2) the head of the company is the only one who can resolve conflicting purposes of different departments; and 3) the president is often the only man or woman who can find the money necessary to do the job.

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