Quote

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.

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Giants
Bigger
Shall
Company
Business
Hires
Inspirational
Recruitment
Become
Dwarfs
People
Smaller

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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
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Don't hire a dog, then bark yourself
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
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Ninety-nine percent of advertising doesn't sell much of anything.
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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You make the best products you can, and you grow as fast as you deserve to.
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You can't save souls in an empty church.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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Big ideas are usually simple ideas.
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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.
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Every ad is an investment in the long-term image of a brand.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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Leaders grasp nettles.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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Study the methods of your competitors and do the exact opposite.
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