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奧美-----你真的想要成功嗎？

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My title is taken from the philosophy of the great financier (and fraud), Bernie Corhfeld.
我的題目是摘自大財(cái)政家（也是騙子）Bernie Cornfeld 的個(gè)人哲學(xué)。


Bernie became a multimillionaire in the years after World War II by selling mutual funds. More important, almost all of Bernie’s salesman became millionaires in their own right.
二次世界大戰(zhàn)后，Bernie因銷售互助公債而致富成為千萬(wàn)富翁。更重要的是，幾乎所有為Bernie 工作的銷售員，后來(lái)個(gè)個(gè)都變成為百萬(wàn)富翁。


The technique he used in interviewing to find the right people is fascinating. The key question was always:
當(dāng)他在甄試適當(dāng)人選時(shí)，所用的晤談技巧是相當(dāng)吸引人的。他的主要問(wèn)題總是問(wèn)：
                                              


  “Do you sincerely want to be rich?”
“你真的想要有錢嗎？”


Of course, we all want to be rich. The point is, do you sincerely want to be rich. Are you willing to do the work, to know what is required, to have the discipline -- and make the personal sacrifices -- to be rich?
當(dāng)然，我們每一個(gè)人都想要有錢。重點(diǎn)是，你真的想要有錢。你是否愿意去做，去知道必須具備的條件，去培養(yǎng)必要的紀(jì)律iiiiii   做一些個(gè)人的犧牲iiiiii   為的是要有錢？


There’s a story about Marion Harper, who built Interpublic, chiding his executives on a Friday night in Kansas City ”You are too home-oriented.” Perhaps an extreme example.
Interpublic公司的創(chuàng)辦人Marion Harper有這么一個(gè)故事：某一周五晚上他在Kansas City對(duì)著公司的主管咆哮“你們太家庭導(dǎo)向?！边@或許是個(gè)太極端的例子。


Do you sincerely want to succeed?
你真的想要成功嗎？


David Ogilvy said, “If you are tend your rose garden, I’ll admire you the more, But don’t complain when you don’t get promoted.”
David Ogilvy 曾說(shuō)：“當(dāng)你在悉心照顧你的玫瑰園時(shí)，我會(huì)相當(dāng)?shù)亓w慕你。但是當(dāng)你沒(méi)有升遷時(shí)，千萬(wàn)不要抱怨”。


Of course what David did was to tend his rose garden and do more work than anybody else in the place.
當(dāng)然，David Ogilvy 所做的是不僅照顧他的玫瑰園，同時(shí)他比公司任何人做更多的工作。


You are about to catriculate in the Ogilvy & Mather account training program. We’ve been running this program for over 18 years, honing improving it each year. By now, it is probably the best training program in the business. A graduate school in advertising  administration.
現(xiàn)在你們將開始這個(gè)奧美的業(yè)務(wù)訓(xùn)練課程。我們已經(jīng)持續(xù)進(jìn)行了18年了，并且每年不斷地改進(jìn)，去舊存菁。目前,幾乎可以說(shuō)是業(yè)界最好的訓(xùn)練課程。就好象是廣告管理中的研究所。


It’s all here …if you want to take advantage of it.
所有的資料都列在這里iiiiii   如果您想好好利用它。


So her are some thoughts for you to keep in mind as you embark on your account management career:
所以這里是一些想法，當(dāng)你從事廣告業(yè)務(wù)時(shí)應(yīng)該謹(jǐn)記在心的


 


1.  Remember that clients hire us for advertising …
1　永遠(yuǎn)記得，客戶是為了做廣告才找我們的iiiiii  



Not for marketing ...research…media…promotion.
  不是為了行銷iiiiii   市調(diào)iiiiii   媒體iiiiii   促銷。



All these are vital elements in the process -- things that contribute to advertising … to sales … and to setting us apart from all other agencies.
所有這些項(xiàng)目是廣告過(guò)程中的一些重要元素 
 
 
    
 
  
  
 
  
 
 
 
 
  
 
 
 
 
 
  
 
 
   
 
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