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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
Created
Decided
Positioning
Advertising

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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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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.
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I never write fewer than sixteen headlines for a single advertisement.
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
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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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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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Develop your eccentricities early, and no one will think you're going senile later in life
David Ogilvy
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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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People don't buy a new detergent because the manufacturer told a joke on television last night.
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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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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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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.
David Ogilvy
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On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
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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.
David Ogilvy
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Don't hire a dog, then bark yourself
David Ogilvy
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Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
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A good advertisement is one which sells the product without drawing attention to itself.
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