Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVYI 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.
More David Ogilvy Quotes
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If it doesn’t sell, it isn’t creative.
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Never stop testing, and your advertising will never stop improving.
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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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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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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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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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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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What you say in advertising is more important than how you say it.
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The consumer isn’t a moron; she is your wife.
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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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The advertisers who believe in the selling power of jingles have never had to sell anything.
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Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY