Research has shown that commercials which open with a dramatic visual hold their audience better than commercials which don’t. If you are advertising… - David Ogilvy

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.

I frequently hear the Magic Lanterns described as rules. They are not rules. They are reports. Reports on how consumers react to different stimuli. If it were possible to create great advertising merely by studying the Lanterns, any damn fool could do it. More is required: innovative genius. The Lanterns only light the way for genius, indicating the most fruitful path to explore.

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?”