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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.

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
Stills
Promise
Still
Whose
Nutrition
Value
Promises
Beauty
Status
Suffering
Relief
Values
Consumers
Social
Advertising
Money
Products

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Write the way you talk. Naturally.
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Ninety-nine percent of advertising doesn't sell much of anything.
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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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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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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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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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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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It is the inescapable duty of management to fire incompetent people.
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Advertising reflects the mores of society, but it does not influence them.
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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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Creativity needs discipline and freedom.
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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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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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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.
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On the average, five times as many people read the headlines as read the body copy.
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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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Unless your campaign has a big idea, it will pass like a ship in the night.
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What you learn is more important than what you earn.
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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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You can't save souls in an empty church.
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