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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.
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
Time
Products
Interested
Unless
Writer
Assign
Written
Campaign
Interest
Campaigns
Every
Personally
Never
Product
More quotes by David Ogilvy
If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
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.
David Ogilvy
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
...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.
David Ogilvy
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
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.
David Ogilvy
The best idea is the simplest.
David Ogilvy
If it doesn't sell, it isn't creative.
David Ogilvy
Don't hire a dog, then bark yourself
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
David Ogilvy
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.
David Ogilvy
Leaders grasp nettles.
David Ogilvy
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy
The more informative your advertising, the more persuasive it will be.
David Ogilvy