In today’s rapidly evolving marketing landscape, staying stagnant will put you and your business behind. Continuous development is key to not only staying relevant but thriving in business. For Connor Rutledge, co-founder of Startemup Marketing Solutions, this isn’t just a belief—it’s a principle he lives by. Rutledge is constantly in development of not only himself but also his company. His more impactful read? Something he still consistently draws inspiration from — the marketing classic Ogilvy on Advertising by David Ogilvy. Rutledge constantly applies these timeless lessons to today’s modern marketing challenges. In this article, we interview Connor Rutledge and dive into his thoughts on consistent growth, ongoing learning, the strategies that still hold true today, and some of his client learnings.
Q: Why do you believe continuous development is so essential for marketers?
“Marketing is an industry that is constantly changing fast and often — but at its core, the principles stay the same. What worked 50 years ago in terms of understanding human behaviour and crafting compelling messages still largely work today. The biggest difference is the tools we use, so staying up to date with new platforms, tools, and how the digital environment is changing is of the utmost importance.”
Connor Rutledge
Connor emphasizes the importance of marketers adapting and evolving to match the shifting digital landscape, while also remaining grounded in the basics. He frequently references David Ogilvy, one of the pioneers of modern advertising, whose insights remain as impactful as ever.
Q: You mentioned Ogilvy on Advertising as a source of consistent inspiration throughout your marketing career. What key teachings from the book still resonate with you today?
“Ogilvy’s emphasis on ‘the Big Idea’ is something that I reference most in my own work. He believed that one powerful idea could make or break a campaign. Too often, I see businesses trying to spread themselves too thin—running multiple messages at once. Instead, it’s about honing in on that one core message that cuts through the noise. Innovation is important, but sticking to the central driving point of your business messaging is key.”
Connor Rutledge
In Ogilvy on Advertising, David Ogilvy famously stressed the importance of the “Big Idea”—a singular, focused concept that guides the direction of a marketing campaign. Rutledge echoes this, noting that many of his clients struggle with having too many competing messages in their branding. To counteract this, he encourages his team to always seek out that singular idea that resonates with the target audience.
Q: Can you give an example of how Ogilvy’s principles still apply to marketing today?
“Take Ogilvy’s stance on research and understanding your audience. He was adamant that you must really know the people you’re selling to. Today, with tools like data analytics and social listening, it’s easier than ever to get insights into consumer behaviour and really get to know your target audience. But many companies still miss the mark by not using these tools effectively. Ensuring you have a team that has the ability to critically think in that area is crucial for success.”
Connor Rutledge
Rutledge highlights how audience research remains incredibly critical for success, just as Ogilvy advocated. While the methods have evolved—shifting from focus groups and surveys to real-time data from digital platforms—the principle remains the same: know your audience. Connor mentions that some clients come in focused on product features or aesthetics, but they often lack a deep understanding of their consumers’ needs and desires.
“What Ogilvy taught us is that you can’t just create something beautiful—you need to create something that solves a problem for your audience. That’s really what is going to resonate,”
Connor Rutledge
Q: What about the craft of copywriting? Ogilvy had a lot to say about the power of words—how do his lessons apply to what you do at Startemup?
“Ogilvy was all about clarity. He believed in crafting simple, persuasive messages that speak directly to the consumer. That’s something I make sure we incorporate into all our client campaigns today—especially with social media and digital content where attention spans are shorter than they have ever been.”
Connor Rutledge
One of Ogilvy’s golden rules was to use plain language. He once wrote, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” Rutledge draws on this approach, pushing his team to create copy that’s clear, concise, and targeted. In a digital age where customers scroll quickly, making your message easy to understand is more important than ever.
Q: How do you think businesses can benefit from embracing Ogilvy’s timeless principles today?
“At Startemup, we see businesses waste resources chasing trends without solid foundations. Ogilvy taught us the power of a well-thought-out campaign, one that focuses on quality over quantity. The businesses that take time to develop strong messaging and understand their audience deeply are the ones that succeed in the long term.”
Connor Rutledge
One of Rutledge’s biggest takeaway from Ogilvy on Advertising is the necessity for businesses to focus on long-term strategies rather than short-term gains. He believes that creating campaigns based on solid marketing principles—such as consistency, clarity, and audience understanding—helps businesses weather market fluctuations and changing trends.
Q: One final thought for the readers — what advice would you give marketers today when it comes to continuous development?
“Never stop learning. Marketing is dynamic, and as Ogilvy showed us, you can never be too prepared. Keeping your mind sharp and tuned to be able to critically think as we come across new problems or work with new tools. Whether it’s reading books like Ogilvy on Advertising, attending workshops, or staying up-to-date with the latest digital tools, always be ready to adapt and grow.”
Connor Rutledge
Connor also adds that while technology evolves, the core principles remain the same. By investing in continuous learning, businesses can adapt to new trends while staying grounded in proven strategies.
Connor’s Key Takeaway: Consistent Growth is Key
Connor Rutledge’s approach to marketing is a blend of embracing new digital tools while adhering to the foundational principles of advertising laid out by legends like David Ogilvy. By continuously developing his skills and knowledge, he ensures that his team at Startemup delivers campaigns that not only capture attention but also drive long-term results.
For entrepreneurs and marketers alike, Connor’s advice is simple: keep learning, stay curious, and always prioritize the core base elements of all great marketing—clear messaging, deep audience understanding, and a focus on the big idea.
Are you ready to level up your marketing strategy? Get in touch with Startemup Marketing Solutions today, and let’s craft a campaign built on timeless principles that still deliver results in the modern world.
