Semper Fi

2
	Basic Training

“The more you sweat in peace, the less you bleed in war.”

—old Marine adage

“David [Ogilvy] ran our company as if he had grown up in the Marine Corps, and I tried to do so after him. David, more than anyone else in the history of advertising, believed in training. He believed that the more one knew about advertising, the more likely one was to practice it successfully. It made sense then and makes sense now. We had far and away the best training programs in the business—training in every discipline: creative, media, research, and account handling. Everyone in the company was trained, from secretaries to Executive Vice Presidents (like me). All this at a time when there was virtually no advertising education—in colleges, ...