8 

Plan 

Identify the decision-maker 

Determine who has the final say 

An organization s Web site may represent several divisions or offices, each with their own 

ideas and goals. Getting them all to agree on what the site should do, contain, and look 

like can be extremely difficult. 

 People in charge of building a Web site shouldn t try and facilitate agreement among a 

site s different constituents. Instead, they should deal directly with the person responsible 

for the site s success. This Decision-Maker should have the authority to make final 

decisions about the site. Getting approval from one person minimizes confusion and 

delays. 

Identify subordinate decision-makers 

Sometimes an Art Director, Communications Director or IT Manager must approve 

work that relates to their area of expertise. Make sure these people are identified right at 

the beginning of the project. 

Tip: Avoid committees  

For a Web project to be successful it s almost always necessary to have one person with 

final approval authority. The cliche  a camel is a horse designed by committee  exists for 

a reason; many professionals in creative fields won t work on projects without a single 

decision-maker giving approval.  

Ringing the bell 

 Some years ago, we were invited to compete for the Rayon Manufacturers  

Association account. I duly presented myself at their headquarters and was ushered 

into a pompous committee room. 

 Mr. Ogilvy,  said the chairman,  we are interviewing several agencies. You have 

exactly fifteen minutes to plead your case. Then I will ring this bell, and the 

representative of the next agency, who is already waiting outside, will follow you.  

Before launching into my pitch, I asked  How many people must okay the 

advertisements?  Answer: the twelve members of the committee, representing twelve 

manufacturers. 

  Ring the bell!,  I said, and walked out.  

David Ogilvy, Confessions of an Advertising Man, Athenaeum, New York, 1963 

Download other Visibooks for free at www.visibooks.com