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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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
Business
Manage
Entrepreneurship
Inspirational
Innovation
Thinker
Also
Management
Entrepreneur
World
Creativity
Sell
Unless
Useless
Modern
Originals
Create
Original
Creative
Sells
Entrepreneurial
More quotes by David Ogilvy
The consumer isn't a moron she is your wife.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
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When you advertise fire extinguishers, open with the fire.
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I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
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Tell the truth, but make the truth fascinating.
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Compete with the immortals
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I prefer the discipline of knowledge to the anarchy of ignorance.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The more informative your advertising, the more persuasive it will be.
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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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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
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Creativity Is a fancy word for the work we have to do by Friday.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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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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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
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Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
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