We should establish ourselves as the best place for imaginative people to work. Here's how we could do it at Ogilvy. Move at least half the agency out of London. Cut senior people's salaries by 20 per cent and cap them at £100,000. Use half the money saved to create a large bonus pool to be shared among younger staff. Use most of the remainder to join NetJets and keep an Ogilvy Gulfstream jet on the runway 24 hours a day. Spend well on entertaining. If people are having a good time, they don't mind what they're paid. Instigate a four-day working week of ten hours per day. I do most of my best thinking at the weekend, which means a three-day weekend would make me 50 per cent more productive. Too radical? It's only a later expression of David Ogilvy's dream of moving the agency to Princeton from Manhattan, a plan that was vetoed by cowardly colleagues.
Rory Sutherland, www.brandrepublic.com/blogs
MY DREAM TEAM
Creative generalism enrages me so much that every time it pops up I feel the need to reach for a hammer, like I'm playing a blogging version of Whack-A-Mole. Great advertising needs different skills. So let's get hypothetical. Here's my team: Johnny Hornby (chief executive), Paul Feldwick (head of planning) and Richard Flintham (executive creative director). Could anyone put up a trio of generalists that would make a better agency than HFF? I doubt it.