Down with committees Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many… - David Ogilvy

In my experience, committees can criticize, but they cannot create. ‘Search the parks in all your cities You’ll find no statues of committees.

committees can criticize, but they cannot create.

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing.

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

It is often charged that advertising can persuade people to buy inferior products. So it can – once. But the consumer perceives that the product is inferior and never buys it again. This causes grave financial loss to the manufacturer, whose profits come from repeat purchases. The best way to increase the sale of a product is to improve the product.

All my experience says that for a great many products, long copy sells more than short.

You cannot bore people into buying your product; you can only interest them in buying it.