Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVYAdvertising is only evil when it advertises evil things.
More David Ogilvy Quotes
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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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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.
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What you say in advertising is more important than how you say it.
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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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Our business is infested with idiots who try to impress by using pretentious jargon.
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I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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I do not regard advertising as entertainment or an art form, but as a medium of information.
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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.
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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.
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Leaders grasp nettles.
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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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Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
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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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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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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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The consumer isn’t a moron; she is your wife.
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The more informative your advertising, the more persuasive it will be.
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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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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The best ideas come as jokes. Make your thinking as funny as possible.
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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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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 people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.
DAVID OGILVY