Quote

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

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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
Great
Creators
Kind
Corporation
Men
Personalities
Corporations
Advertising
Egotists
Creator
Cantankerous
Personality
Unwelcome
Modern
Bland

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Study the methods of your competitors and do the exact opposite.
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The best idea is the simplest.
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
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Ninety-nine percent of advertising doesn't sell much of anything.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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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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Creativity needs discipline and freedom.
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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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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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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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Positioning should be decided before the advertising is created
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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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.
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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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I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
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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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Don't hire a dog, then bark yourself
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