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Huckster: My Life as an Ad Man, by Ron Elgin
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For years, friends and associates said that they enjoyed hearing stories about my experiences in and around the advertising business and suggested I write a book. I resisted, thinking that if anyone wanted to read about the ad biz, they'd rather read the thoughts and ruminations of someone from one of the a meccas like New York. But then I was reminded that while Seattle may not be the biggest market, it's definitely one of the coolest and most progressive. As Frank Sinatra would have said, "If I can make it there, I'll make it anywhere." My agency had the most successful thirty-year run of any agency in the history of this ultra-cool city. No agency in modern times had climbed to the top faster or stayed there longer. Perhaps success in Seattle did give me at least a modicum of credibility. Bolstered by that fact, I kicked around the idea of writing a "How to" book to help others succeed in this fascinating business irrespective of where they chose to ply the profession. That is, I kicked around the idea for a few days until I remembered why I had never been a huge fans of those books. Although my experience was limited, those I had read were too much like work. So being a creative guy, I decided to write a textbook that was both helpful and fun to read. After pounding out an outline, I sent it to a friend who is very smart, a great writer and someone not afraid to tell me when I'm being stupid. "Ron, you're being stupid," he said. "A textbook on advertising written by you would never get off the shelves. Write a true-life 'womb to tomb' story about your incredible career in advertising. The very idea that Ron Elgin could become a success at anything is not just funny, it's fucking hilarious!" So you won't find chapters promising to teach you the secrets of becoming a great presenter, or showing you the formula for guaranteed financial success, or giving you tips on client retention, or even a diagram showing how to button your fly. Instead, I share stories. True stories -- well, at least how I remember them. Anyway, my hope is that perhaps through this collection of bizarre but true stories, you can learn from my mistakes, benefit from when we did get it right, and most of all, just have fun reading about an incredible magic carpet ride.
- Sales Rank: #582480 in eBooks
- Published on: 2015-02-03
- Released on: 2015-02-03
- Format: Kindle eBook
Most helpful customer reviews
0 of 0 people found the following review helpful.
One Huck of a Book!
By Gus Selke
Inside the playful and self-deprecating cover is a rollicking good read, filled with wonderfully told stories. Some contain valuable insights, others are unbelievably wild and crazy, and the rest are Dave Barry laugh-out-loud funny. Huckster is a big fat, fistful of fun.
As a former employee, I can’t help chuckling at Ron’s claim that he hired people “smarter” than him. It’s a great premise and characteristically clever approach. But if I was half as smart as Ron, I would have started an agency and persuaded him to help ME get rich! Still, ‘Huckster’ is a love letter to all of us he chose to work with, and proof we were part of something big.
Ron is a win-win guy if there ever was one. He built his success on the success of his people. Those who trusted and followed him learned from the best and shared in the rewards.
Surviving, let alone flourishing in Seattle’s ad business, particularly in the 80’s and 90’s, was a lot tougher than it was in NY or LA. With few large companies, small marketing budgets, and a focus on tactics and sales versus strategy and branding, Ron’s road to the top was a formidable challenge.
Here it was common to hear: “all we need is a basic brochure that looks nice, but is as cheap as possible”.
Ron: “I’m sorry to hear about your troubles. Are you just trying to stay afloat, or actually going out of business?”
Client: “What are you talking about? My company is doing great!”
Ron: “Really? Then why would you want to give the opposite impression to your audiences?”
‘Huckster’ will both enlighten and entertain. Don't miss it.
1 of 1 people found the following review helpful.
I Laughed Long and Loud!
By Paul R. Marriott
Huckster is one fun read. It’s the story of Ron Elgin who along with his partner, Dave Syferd, started a scratch advertising agency in Seattle and grew their billings to $500 million by the time they finally sold. Elgin’s life story is wrapped up in this humorous and creative book, and although he says it’s not a “how to” manual, his story reveals his own excellent business practices such as hiring top notch people and delegating at the highest level. He is also quick to praise employees for their valuable contributions to the business.
Additionally, Elgin makes clear that running an ad agency cannot be done without the use of meaningful and appropriate expletives. Who could?
His stories of various accounts he acquired, worked on and yes, lost, are fascinating and illustrative of the wide mix of creative talent that Elgin Syferd was able to provide. Among the chapters I personally enjoyed the most was the one entitled, “And Then God Said…” It deals with Kirk Lanterman, the executive at Holland America with whom Elgin worked. The chapter describes their relationship and the work, but includes 15 pages of Lanterman’s extremely humorous and intimidating comments to fellow workers and colleagues. Elgin calls Lanterman’s wit “acerbic.” That would be an understatement. These are simply hilarious. Despite the put downs, Elgin describes Lanterman as a really fine person. This chapter is worth the price of the book all by itself. Elgin took good notes.
You don’t need to know anything about advertising to enjoy Huckster, although anyone who ever started a business would definitely find this book to be a joy. Hats off to Elgin and Dave Syferd for the work they did over the years, and special kudos to Elgin and his charming wife, Bonnie (who I’m sure was a pocket editor), for putting this book together. Five stars from this reader.
1 of 1 people found the following review helpful.
Huckster is funny, entertaining, beautifully written and will not dissapoint.
By Doug S.
Huckster is a terrific business book that is very funny and entertaining from start to finish. The author is not only a highly successful AdMan who has honestly shared his personal experiences and learnings from business, he is a gifted writer with the skills that will make you yearn to read his (hopefully) next book.
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