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

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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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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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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
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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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Leaders grasp nettles.
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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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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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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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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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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
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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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No sale, no commission. No commission, no eat. That made an impression on me.
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Positioning should be decided before the advertising is created
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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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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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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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Consumers do not buy products. They buy product benefits.
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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.
David Ogilvy
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
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The more informative your advertising, the more persuasive it will be.
David Ogilvy