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 OGILVYThe consumer isn’t a moron; she is your wife.
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 you say in advertising is more important than how you say it.
DAVID OGILVY -
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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Advertising reflects the mores of society, but it does not influence them.
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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
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 -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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.
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The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
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Never stop testing, and your advertising will never stop improving.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY