How To Judge Your Advertising.(Column)

What's the best way to judge your advertising's effectiveness now that all advertising has become "subliminal."

When I first started working at Ogilvy & Mather, one of our largest accounts was Maxwell House coffee.

The client asked the agency to come up with a new TV commercial. This was an important assignment, and the agency gave it to six different teams of people. They called it a "creative shoot-out."

Every team had to present their work in the same meeting, and the senior agency management would choose the one approach that would be presented to the client.

This was highly competitive, and created a lot of pressure. Because not only would the management be judging you and your ideas, but also your peers.

The first person to present I'll call Steve. Steve was the stereotype of a big agency creative director. He had a ponytail, and a short goatee. He wore a pair of pressed jeans that must have cost $200, and a black silk shirt.

Steve's presentation was mesmerizing. His voice was perfectly modulated. He opened with a joke, and as he took us through his storyboard, frame by frame, he was alternatively, funny, sincere, thoughtful, polished and incredibly persuasive.

Every creative in the room had the sinking feeling that no matter what else was presented--Steve's commercial would be chosen.

And I was next. I had only been working at Ogilvy & Mather for two years, after working at a furniture moving company. I was 22 years old. I was not very polished. But I believed in my idea.

So I stood up and began like this, "I'm not even going to present my idea--I think you should go with Steve's..."

I started to sit down, then stopped and added. "With one little change. Steve has to go along to every household in America, and present his commercial just like he did today. Because, unfortunately it's just not in the work.

"You know, maybe I will present my idea..."

And that's how my TV commercial was chosen.

In my 27-year career in advertising and direct marketing, I have learned to focus on a single factor of marketing communications. I think it is far and away the most important factor.

It's not how creative the solution is; it's not how beautiful it looks; or how funny; or whether or not it wins an award. …

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