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.
DAVID OGILVYThe more informative your advertising, the more persuasive it will be.
More David Ogilvy Quotes
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You 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.
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What you say in advertising is more important than how you say it.
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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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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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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.
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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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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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If it doesn’t sell, it isn’t creative.
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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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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 consumer isn’t a moron; she is your wife.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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Leaders grasp nettles.
DAVID OGILVY