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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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What you learn is more important than what you earn.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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Develop your eccentricities early, and no one will think you're going senile later in life
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Compete with the immortals
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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If you always hire people who are bigger than you are, we shall become a company of giants
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It is the inescapable duty of management to fire incompetent people.
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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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Creativity needs discipline and freedom.
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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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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
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When you advertise fire extinguishers, open with the fire.
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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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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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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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I never write fewer than sixteen headlines for a single advertisement.
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