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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.
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
Television
Committees
Create
Messy
Business
Criticize
Today
Advertising
Much
Product
Never
Allowed
Products
Design
Advertisements
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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Positioning should be decided before the advertising is created
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If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you nobody has ever built a brand by imitating somebody else's advertising.
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Big ideas are usually simple ideas.
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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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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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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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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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I always said that mega-mergers were for megalomaniacs.
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Write the way you talk. Naturally.
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A good advertisement is one which sells the product without drawing attention to itself.
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Every ad is an investment in the long-term image of a brand.
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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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