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Lazy and superficial men and women do not produce superior work.

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
Men
Superficial
Superior
Superiors
Lazy
Produce
Women
Work

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I admire people with gentle manners who treat other people as human beings.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
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Advertising reflects the mores of society, but it does not influence them.
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My motto has always been: Only first class business and that in a first class way
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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 business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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Tell the truth, but make the truth fascinating.
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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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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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Unless your campaign has a big idea, it will pass like a ship in the night.
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Consumers do not buy products. They buy product benefits.
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The more informative your advertising, the more persuasive it will be.
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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Big ideas are usually simple ideas.
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Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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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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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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