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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
Superior
Superiors
Lazy
Produce
Women
Work
Men
Superficial

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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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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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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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I prefer the discipline of knowledge to the anarchy of ignorance.
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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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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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If you always hire people who are bigger than you are, we shall become a company of giants
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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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Creativity Is a fancy word for the work we have to do by Friday.
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Compete with the immortals
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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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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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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Positioning should be decided before the advertising is created
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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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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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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.
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I never write fewer than sixteen headlines for a single advertisement.
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