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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
Hire
Giants
Bigger
Shall
Company
Become
Always
People

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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
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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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I admire people with gentle manners who treat other people as human beings.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Positioning should be decided before the advertising is created
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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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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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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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I prefer the discipline of knowledge to the anarchy of ignorance.
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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.
David Ogilvy
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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Creativity needs discipline and freedom.
David Ogilvy
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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
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Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
David Ogilvy