#169 David Ogilvy (The King of Madison Avenue)

He was fifty two and famous. I was thirty three and a junior account executive. Early on he wrote a letter to one of my clients. After listing eight reasons why some ads prepared by their company's design department would not be effective. He delivered his ultimate argument.

The only thing that can be said in favor of the layouts is that they are different. You can make a cow look different by removing the udder. But that cow would not produce results. So began my David file. Almost everyone who worked at the agency kept one.

Almost everyone who brushed up against the man has a David story. Over my next twenty six years. There were more such lessons. countless meetings with him around the world, and many more memos and letters. Eventually, when I became his third successor as chairman,

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