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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

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
Business
Money
Manufacturer
Advertising
Instinct
Perhaps
Company
Future

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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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On the average, five times as many people read the headlines as read the body copy.
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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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The more informative your advertising, the more persuasive it will be.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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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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Lazy and superficial men and women do not produce superior work.
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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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I admire people with gentle manners who treat other people as human beings.
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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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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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The best ideas come as jokes. Make your thinking as funny as possible.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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The consumer isn't a moron she is your wife.
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I prefer the discipline of knowledge to the anarchy of ignorance.
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Consumers do not buy products. They buy product benefits.
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When you advertise fire extinguishers, open with the fire.
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It is the inescapable duty of management to fire incompetent people.
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