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Ninety-nine percent of advertising doesn't sell much of anything.
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
Anything
Ninety
Much
Advertising
Sell
Sells
Nine
Percent
Business
Doesn
More quotes by David Ogilvy
I admire people with gentle manners who treat other people as human beings.
David Ogilvy
...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.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
Leaders grasp nettles.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Don't hire a dog, then bark yourself
David Ogilvy
You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
I always said that mega-mergers were for megalomaniacs.
David Ogilvy
My motto has always been: Only first class business and that in a first class way
David Ogilvy
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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I never write fewer than sixteen headlines for a single advertisement.
David Ogilvy
Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
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.
David Ogilvy
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
