David Ogilvy Quotes
-
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
→ -
Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.
→ -
Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
→ -
Great marketing only makes a bad product fail faster.
→ -
The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted.
→ -
Ninety-nine percent of advertising doesn't sell much of anything.
→ -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
→ -
Unless your campaign has a big idea, it will pass like a ship in the night.
→ -
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.
→ -
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
→ -
I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
→ -
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
→ -
I was doing a campaign once for a manufacturer, and I couldn't think of an ideas, and I was kind of desperate about it. The night before I had to show something to my client I had a dream, an interesting dream. I woke up and for once in my life I wrote it down and went back to sleep Next morning I went to the office and had that dream out into a TV commercial which is still running thirty years after and which has made that particular product the leader in its field.
→ -
Claude Hopkins.. maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock.
→ -
Positioning should be decided before the advertising is created
→ -
Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response
→ -
If you can’t be brilliant, at least be memorable
→ -
The temptation to entertain instead of selling is contagious.
→ -
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
→ -
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.
→ -
There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.
→ -
The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.
→ -
If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
→ -
Advertising is only evil when it advertises evil things.
→ -
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
→ -
Don't hire a dog, then bark yourself
→ -
The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
→ -
The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
→ -
One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.
→ -
There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
→
Related Authors
-
Seth Godin Author -
Martin Sorrell Businessman -
-
John Caples Author -
Philip Kotler Author -
-
-
Paul Rand Graphic Designer -
George Lois Art Director -
Yasmin Ahmad Film director -
Arthur Lydiard Coach -
-
-
-
Peter Drucker Author -
Al Ries Author -
-
Dan Wieden Executive -
Leo Burnett Advertising Executive -
Drayton Bird Author