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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.

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
Promotion
Finds
Advertising
Promotions
Dollars
Manufacturer
Short
Creek
Term
Opportunist
Creeks
Sighted

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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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People don't buy a new detergent because the manufacturer told a joke on television last night.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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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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Positioning should be decided before the advertising is created
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On the average, five times as many people read the headlines as read the body copy.
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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
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It is the inescapable duty of management to fire incompetent people.
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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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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Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
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We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
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Leaders grasp nettles.
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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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You make the best products you can, and you grow as fast as you deserve to.
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Creativity needs discipline and freedom.
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If you always hire people who are bigger than you are, we shall become a company of giants
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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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