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I always said that mega-mergers were for megalomaniacs.

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
Megalomaniacs
Mergers
Mega
Business
Always

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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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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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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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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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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
David Ogilvy
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Creativity needs discipline and freedom.
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...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
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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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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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Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
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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?
David Ogilvy
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I never write fewer than sixteen headlines for a single advertisement.
David Ogilvy
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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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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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