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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.

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
Vice
Vices
Revolution
Among
Ferment
Sure
Engender
President
Colleagues
Make
Conventional
Charge

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I prefer the discipline of knowledge to the anarchy of ignorance.
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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 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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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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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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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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If it doesn't sell, it isn't creative.
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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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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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 success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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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.
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
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Tell the truth, but make the truth fascinating.
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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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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