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The advertisers who believe in the selling power of jingles have never had to sell anything.

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
Sell
Sells
Selling
Economy
Power
Anything
Believe
Jingles
Never
Advertisers

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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.
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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The more informative your advertising, the more persuasive it will be.
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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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The consumer isn't a moron she is your wife.
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The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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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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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
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When you advertise fire extinguishers, open with the fire.
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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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I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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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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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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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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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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