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

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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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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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When you advertise fire extinguishers, open with the fire.
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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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Tell the truth, but make the truth fascinating.
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Big ideas are usually simple ideas.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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What you learn is more important than what you earn.
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
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The best ideas come as jokes. Make your thinking as funny as possible.
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I admire people with gentle manners who treat other people as human beings.
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Don't hire a dog, then bark yourself
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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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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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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Creativity needs discipline and freedom.
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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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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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