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Positioning should be decided before the advertising is created

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
Advertising
Created
Decided
Positioning

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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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Don't hire a dog, then bark yourself
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Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
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Ninety-nine percent of advertising doesn't sell much of anything.
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Develop your eccentricities early, and no one will think you're going senile later in life
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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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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.
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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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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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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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On the average, five times as many people read the headlines as read the body copy.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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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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