Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVYAdvertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVYIf 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 OGILVYA good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVYThe more informative your advertising, the more persuasive it will be.
DAVID OGILVYHire 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.
DAVID OGILVYGood copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
DAVID OGILVYIt 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 OGILVYWhat you say in advertising is more important than how you say it.
DAVID OGILVYThe pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVYRemove 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.
DAVID OGILVYAdvertising is only evil when it advertises evil things.
DAVID OGILVYThere 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.
DAVID OGILVYIf it doesn’t sell, it isn’t creative.
DAVID OGILVYThe best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVYI do not regard advertising as entertainment or an art form, but as a medium of information.
DAVID OGILVYAdvertising reflects the mores of society, but it does not influence them.
DAVID OGILVY