The Ogilvy Playbook for Winning New Business - Part 2: Earn Attention Before You Pitch

The Pre-Pitch Advantage

When David Ogilvy started his agency, he had no track record, no case studies, and no big-name clients. By all accounts, he should have struggled to get attention.

Instead, he hacked the system. Ogilvy didn't just knock on doors cold. He made himself visible, credible, and impossible to ignore before he ever asked for business.

In Confessions of an Advertising Man, he described four bold moves that gave him an edge:

• Hosting luncheons with advertising reporters.
• Making provocative speeches that stirred up the press.
• Building networks with industry influencers.
• Sending regular progress reports to hundreds of contacts.

All of this created buzz around him, long before a prospective client sat across the table.

Today's lesson: don't wait for the pitch to start selling yourself. By the time you're in the room, the groundwork should already be done.

Step 1: Make Yourself Newsworthy

Ogilvy's first move was deceptively simple: he invited 10 reporters from the advertising trade press to lunch. He told them his "insane ambition" to build a major agency from scratch. They responded by covering his story, giving him "priceless tips" and printing every release he sent (Confessions, p.53).

He understood the media's hunger for fresh stories. He positioned himself as one.

Modern equivalent:

• Share unique data or insights through PR hooks.
• Publish industry reports or mini whitepapers.
• Pitch yourself as a commentator on your sector's trends.

For example, if you're an agency working with SMEs, you could release a report on how small businesses are handling Christmas SEO. Journalists get a story, you get exposure, and prospects see you as an authority. And in the new world of SEO, digital PR is a game-changer for becoming found.

Step 2: Provoke With Purpose

Ogilvy limited himself to two speeches a year. But each was designed to provoke maximum stir. One infamous talk denounced the "fatuity" of advertising courses and offered $10,000 to start a college of advertising (Confessions, p.53).

It was outrageous but it landed him headlines.

Modern equivalent:

• Write contrarian LinkedIn posts that challenge lazy industry thinking.
• Publish bold takes in trade media.
• Host webinars where you question the "accepted wisdom" in your niche.

The key isn't provocation for its own sake. It's saying something that sparks conversation and forces people to remember you.

Step 3: Build a Circle of Influencers

Ogilvy deliberately befriended researchers, PR consultants, management engineers, and space salesmen - anyone whose job brought them into contact with major advertisers (Confessions, p.53).

These people became a pipeline of introductions and credibility.

Modern equivalent:

• Partner with SaaS platforms, consultants, or niche communities your clients already trust.
• Co-author content with industry voices.
• Join online groups where decision-makers and influencers gather.

Think ecosystems, not silos. If you can't reach the client directly, reach the people who influence them.

Step 4: Use Consistent Direct Communication

Ogilvy also mailed progress reports to 600 people "in every walk of life" (Confessions, p.54). Most "august advertisers" didn't read them, but some did and they kept his agency top of mind.

Modern equivalent:

• Run a well-crafted email newsletter for your target list.
• Share behind-the-scenes progress, client wins, or industry tips.
• Use LinkedIn messages sparingly but with value attached.

The principle is timeless: stay present without being a pest.

Case Study: A Modern SME Agency

Let's say you're a digital agency targeting e-commerce brands:

• You launch a quarterly E-commerce Growth Index showing trends in customer acquisition costs.
• You publish bold LinkedIn posts: "Why most small brands are wasting 50% of their paid media budget."
• You partner with a Shopify consultant to co-host a webinar on scaling during Q4.
• You send monthly emails with short, actionable insights for growth.

By the time one of your customer targets needs an agency, they've already heard of you. You're not a cold name - you're the partner they've been watching.

The Psychology of Pre-Pitch Visibility

Why does this work? Because trust builds before the sales conversation.

Familiarity breeds comfort. Clients are more likely to hire someone they've "seen around."

Authority creates confidence. Being quoted or publishing insights signals expertise.

Provocation shows personality. Clients don't just want skills - they want partners with conviction.

In Ogilvy's words: "Our first job was to get prospective clients to add us to their shopping lists." (Confessions, p.53). Visibility gets you on that list.

Applying It in Tough Markets

Ogilvy noted that new agencies often thrive during recessions, when "old fossils" get unstuck (Confessions, p.55). In downturns, visibility becomes even more critical.

For SMEs, freelancers and agencies today, this applies to seasonal pressure points too. When Christmas feels like "make or break" for small businesses, being visible as the reassuring expert before panic sets in positions you as the obvious call when it does.

How to Build Your Pre-Pitch Plan

Pick your platforms. Where do your dream clients pay attention - Instagram? LinkedIn? Facebook? Trade press? Events?

Plan your provocations. What two bold ideas will you put into the market this year?

Grow your circle. Who influences your clients, and how can you add value to them?

Commit to consistency. How will you drip-feed insights to your network?

Don't Wait for the Meeting

Too many agencies wait until the RFP lands to start building their case. By then, it's too late.

Ogilvy's genius wasn't just his copywriting. It was his understanding of psychology: that people hire those they already know, trust, and talk about.

So don't wait for the pitch. Earn attention before you're invited. Be the agency they already want a long time before they ask.