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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
World
Creativity
Sell
Unless
Useless
Modern
Originals
Create
Original
Creative
Sells
Entrepreneurial
Business
Manage
Entrepreneurship
Inspirational
Innovation
Thinker
Also
Management
Entrepreneur
More quotes by David Ogilvy
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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You make the best products you can, and you grow as fast as you deserve to.
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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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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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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Big ideas are usually simple ideas.
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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 needs discipline and freedom.
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The consumer isn't a moron she is your wife.
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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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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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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.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
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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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I never write fewer than sixteen headlines for a single advertisement.
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