Why Focus Wins
When David Ogilvy launched his agency in 1948, he didn't cast the widest possible net. He didn't cold-call hundreds of companies or send out mass mailers. Instead, he did something bold in its simplicity: he wrote down the names of five clients he wanted most.
In his words: "I had a list of five clients I wanted." (Confessions, p.50).
It sounds almost naïve compared to the complexity of modern business development. But that laser focus laid the foundation for what became one of the most famous advertising agencies in the world.
For agencies and consultancies today, Ogilvy's lesson still holds true: clarity beats chaos. The fastest way to waste time, money, and energy is to chase everyone.
The fastest way to grow is to chase the right ones.
The Danger of Chasing Everyone
Too many agencies treat new business like fishing with dynamite: blast a market, hope something floats up. The result?
- Endless RFPs with low win rates.
- "Busy fool" syndrome: lots of activity, little conversion.
- Founders stretched thin on prospects who were never a good fit.
Ogilvy knew better. He lacked the reputation to unseat incumbent suppliers and agencies. So he aimed at advertisers who didn't already employ an agency, carving out opportunities where competition was weakest.
That's a timeless move: know where you can win, and go there first.
Step 1: Build Your Dream List
Start by asking: who are the five clients you'd be proudest to win?
Criteria to consider:
Alignment with your values. Ogilvy refused accounts he wasn't proud to advertise. If you'd be embarrassed to share the client at a dinner party, cross them off.
Right-size ambition. If you're new or scaling, don't target the Unilever's of the world. Target challenger brands or mid-tier players who need growth partners.
Blue-chip potential. Even while chasing smaller wins, Ogilvy always had an eye on "blue-chip" targets (Confessions, p.54). Build a pipeline that mixes short-term wins with long-term aspirational clients.
Category focus. Pick industries where you can build reputation and referrals. Depth matters more than breadth.
Write the list. Put it where you'll see it every day. Let it guide your outreach.
If you're a micro-agency or an agency that's small, there's nothing better than having a plan and actioning it.
Step 2: Prioritise by Fit and Feasibility
Once you've written names down, rank them using two simple measures:
Fit: Do they align with your expertise, case studies, and culture?
Feasibility: Can you realistically get a foot in the door within 6-12 months?
The sweet spot is clients who score high on both. That's where your efforts should go first.
Ogilvy's genius wasn't just ambition; it was prioritisation. He didn't waste energy trying to knock giants off their perch before his agency had earned credibility.
He started where the odds were winnable.
Step 3: Research Like a Detective
Ogilvy famously ran pilot surveys on prospective clients, knowing few executives could resist data about their own business (Confessions, p.55). It was a clever way of saying, "We've already been thinking about you."
Today's equivalent?
- Audit their website and social presence.
- Benchmark their SEO performance.
- Analyse their competitors' campaigns.
- Identify one opportunity they've overlooked.
When you walk into a first meeting armed with insights about them, not you, you instantly stand apart. That's how to become a stand out agency operator. Talk about them, not about you.
Step 4: Play the Long Game
Another Ogilvy tactic: he courted trade journalists, researchers, and consultants who influenced major advertisers. He built credibility around his name long before he asked for business.
Modern equivalents:
- Publish insights on LinkedIn or Instagram that speak to your dream clients' industries.
- Build relationships with journalists, podcasters, or analysts covering your sector.
- Speak at niche events where your targets are in the room.
The aim isn't instant wins; it's planting seeds so that when a prospect thinks, "We need help," your name is already on the shortlist.
Step 5: Don't Lose Sight of Blue-Chips
Ogilvy admitted that in the early days he took every account he could get but he always kept an eye on the bigger blue-chip targets (Confessions, p.54).
For modern agencies, that's smart pipeline management. The smaller clients keep the lights on, but the blue-chips shape your reputation and growth. Balance is key:
Short-term revenue = keep chasing smaller, easier wins.
Long-term credibility = steadily nurture relationships with dream clients.
Case Study: The Modern Dream List in Action
Imagine you run a social-first creative agency specialising in SMEs. Instead of chasing every inbound lead, you define a dream list of five:
- A mid-size e-commerce brand with rising PPC costs.
- A property developer seeking community trust.
- A fitness franchise scaling nationally.
- A challenger fintech brand.
- A national charity wanting to refresh its voice.
With this list, you:
- Publish thought leadership around those sectors.
- Connect with journalists covering them.
- Create mini case studies relevant to their challenges.
- Engage with their decision-makers' content on LinkedIn.
Over six months, one of those brands adds you to their RFP. Not because you cold-called, but because you were already on their radar.
That's Ogilvy's method, modernised.
Peak Season Application
Just as Ogilvy exploited recessions to win accounts when incumbents stumbled (Confessions, p.55), today's SMEs can use seasonal pressure points.
Take Christmas. Many businesses see Q4 as make-or-break. Agencies that show up with relevant, timely solutions (like SEO campaigns that help capture late shoppers) become attractive precisely when panic sets in.
Your dream list shouldn't just be static names - it should be dynamic, adjusting to moments of pressure when clients are most open to change.
Mindset: Play the Sport
Finally, Ogilvy treated the hunt for new clients as a sport: "Play to win, but enjoy the fun." (Confessions, p.58).
That's crucial. Prospecting is a grind if you approach it grimly. But when you treat it like a game - choosing your targets, sharpening your pitch, testing your tactics - you build resilience. Failures don't sting as much. Wins feel sweeter.
Clarity is the First Move
David Ogilvy didn't launch with reputation, case studies, or resources. He launched with a list. That focus gave him direction, discipline, and momentum.
For today's agencies, the lesson is timeless:
- Pick your dream clients.
- Do your homework.
- Prioritise where you can win.
- Balance short-term and long-term targets.
Everything else - PR, content, pitches, pilot projects - flows from that clarity.
So, what's on your list of five?
Because until you write it down, you're not really playing Ogilvy's game.
About the author
Bryn Foweather
Vice President Marketing
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