I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
More David Ogilvy Quotes
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I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY -
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY -
Never stop testing, and your advertising will never stop improving.
DAVID OGILVY -
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
DAVID OGILVY -
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY -
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY -
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY -
The best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVY -
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Advertising is only evil when it advertises evil things.
DAVID OGILVY -
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
DAVID OGILVY -
First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
DAVID OGILVY -
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY -
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.
DAVID OGILVY -
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
DAVID OGILVY