David Ogilvy Quotes

Search the parks in all your cities You’ll find no statues of committees

Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers.

Today, almost all our layouts look “addy.” Too bad. How do you sell editorial layouts to clients? Try saying, “Would you like the editors of a half a dozen magazines to devote a whole page to your product?” The client will reply, “Yes, of course. But it is impossible.” You say, “It is possible. You buy the space and here is your editorial. Better than any advertisement, isn't it?”

The final test of a leader is the feeling you have when you leave his presence after a conference. Have you a feeling of uplift and confidence?’ Alcoholics

Sound an alarm! Advertising, not deals, builds brands.

If you ever find a man who is better than you are – hire him. If necessary, pay him more than you pay yourself.

When you are appointed to head an office in the Ogilvy & Mather chain, I send you one of these Russian dolls. Inside the smallest you will find this message: ‘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, Ogilvy & Mather will become a company of giants.’ With

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.

advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.

We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.

Resist the temptation to write the kind of copy which wins awards. I am always gratified when I win an award, but most of the campaigns which produce results never win awards because they don’t draw attention to themselves.

It isn’t the whiskey they choose, it’s the image.

Our business is infested with idiots who try to impress by using pretentious jargon. They say that the commercials for food products must include “an affirmative eating experience.” The latest horror is SUBOPTIMIZE.

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.