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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

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
Pleases
Seldom
Sells
Please
Style
Good
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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If it doesn't sell, it isn't creative.
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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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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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.
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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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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
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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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Creativity needs discipline and freedom.
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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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I always said that mega-mergers were for megalomaniacs.
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Study the methods of your competitors and do the exact opposite.
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A good advertisement is one which sells the product without drawing attention to itself.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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On the average, five times as many people read the headlines as read the body copy.
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What you learn is more important than what you earn.
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No sale, no commission. No commission, no eat. That made an impression on me.
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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
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