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Encourage innovation. Change is our lifeblood, stagnation our death knell.

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
Death
Change
Knell
Lifeblood
Stagnation
Encourage
Innovation

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Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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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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A good advertisement is one which sells the product without drawing attention to itself.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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My motto has always been: Only first class business and that in a first class way
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Big ideas are usually simple ideas.
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Leaders grasp nettles.
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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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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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Ninety-nine percent of advertising doesn't sell much of anything.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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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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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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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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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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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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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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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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