Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea w… - David Ogilvy

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

Promise, large promise is the soul of an advertisement,’ said Samuel Johnson.

I saw the head chef at the Hotel Majestic fire a pastry cook because the poor devil could not get his brioches to rise straight. This ruthlessness made all the other chefs feel that they were working in the best kitchen in the world.

While you are responsible to your clients for sales results, you are also responsible to consumers for the kind of advertising you bring into their homes. I abhor advertising that is blatant, dull, or dishonest. Agencies which transgress this principle are not widely respected.