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Unless your campaign has a big idea, it will pass like a ship in the night.

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
Marketing
Pass
Unless
Bigs
Ship
Idea
Campaign
Night
Ships
Ideas
Campaigns
Like
Consumers

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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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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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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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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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
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I always said that mega-mergers were for megalomaniacs.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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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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Creativity needs discipline and freedom.
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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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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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Write the way you talk. Naturally.
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Tell the truth, but make the truth fascinating.
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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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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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