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If you always hire people who are bigger than you are, we shall become a company of giants

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
Giants
Bigger
Shall
Company
Become
Always
People
Hire

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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Creativity Is a fancy word for the work we have to do by Friday.
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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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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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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
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Study the methods of your competitors and do the exact opposite.
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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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My motto has always been: Only first class business and that in a first class way
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I never write fewer than sixteen headlines for a single advertisement.
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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
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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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You can't save souls in an empty church.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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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.
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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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Develop your eccentricities early, and no one will think you're going senile later in life
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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.
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No sale, no commission. No commission, no eat. That made an impression on me.
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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Positioning should be decided before the advertising is created
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