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It is the inescapable duty of management to fire incompetent people.

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
Fire
People
Inescapable
Incompetent
Management
Duty

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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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Compete with the immortals
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Advertising reflects the mores of society, but it does not influence them.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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Positioning should be decided before the advertising is created
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If it doesn't sell, it isn't creative.
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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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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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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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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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If you can’t advertise yourself, what hope do you have of advertising anything else?
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You can't save souls in an empty church.
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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
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I always said that mega-mergers were for megalomaniacs.
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What you learn is more important than what you earn.
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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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