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 OGILVYYou now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
More David Ogilvy Quotes
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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.
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Advertising reflects the mores of society, but it does not influence them.
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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The consumer isn’t a moron; she is your wife.
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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.
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There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
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Advertising is only evil when it advertises evil things.
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There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
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The best ideas come as jokes. Make your thinking as funny as possible.
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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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The more informative your advertising, the more persuasive it will be.
DAVID OGILVY