Reed, publishers of Contract Journal, have presented us with an award for our JCB advertising. 'The new standards in minis' ad campaign achieved the highest recall among their readers.

Much new business is done through referral and recommendations. You do a good job for one client and they introduce you to someone they do business with which is why reputation is so important. Research conducted by MRUK of over 1,200 clients of agencies outside the M25 show that Yes Agency is one of the most highly recommended. The Recommended Agency Guide is out this week and praises us for our 'professionalism and account handling'. We're mighty pleased with that (the online version of the guide can be found here.)

Drayton Bird on David Ogilvy:

"I once asked a man who’d worked with him for 40 years what made Ogilvy remarkable. He said, “Persistence.”

The man I was talking to was extremely successful and at the top of his profession. He is worth many millions. He said to me: “I have done extremely well – better than I ever expected. And I think one reason is that I am not a quitter. Other people try something a few times then give up. I keep going for two or even three years. But David never gives up – 10, 20, 30 years, he just keeps going”.

Well, you may take this as a good maxim for running your life. But it actually applies equally to small things. Things as small – but vital – as asking for a reply or an order.

This observation may sound so absurdly simple that you may be tempted to laugh at my naivety, but here goes:

• Don’t ask for the reply or order once or even twice. Ask repeatedly.


• If you’re running a TV spot, keep the number on the screen for longer. If you have a website, ask for a response on every page. Same with a catalogue. If it’s an ad, ask in the coupon – ask also outside the coupon. If it’s a direct mail letter or e-mail, don’t just ask once – ask more than once.


• And ask forcefully. None of this limp-wristed “We look forward to hearing from you” waffle. Be serious. Go for the order!"

There's more of his wisdom on the IDM's September newsletter here

Here's an interesting list from John Watson which appears in the IDM's September newsletter where they ask the great and the good what 10 things might have short-cut their route to the top.

1. That whatever people tell you about DM packs is the opposite of what they actually do
2. That it is against a physical law of universe to write copy without it being changed by the client
3. That 'junk mail' is a term of endearment, not one of disparagement
4. That the cost of a mailing pack is actually quite important
5. That test results are mostly lies
6. That your first creative thoughts are always your best creative thoughts
7. That clients have discovered wormholes in space and the secret of time dilation, which is the only logical explanation for the timings they give you
8. That everything can be done cheaper by the small printer down the road
9. That the longer you do direct marketing, the more interesting it gets
10. That I will never be able to play the guitar like Eric Clapton

Kirsty Gasston is our latest recruit - she joins us as an account exec working accross several new accounts. She loves Gloria Gaynor and (bizzarely) Deep Purple.