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People don't buy a new detergent because the manufacturer told a joke on television last night.

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
People
Manufacturer
Joke
Jokes
Told
Television
Lasts
Last
Night
Detergent

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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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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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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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Creativity Is a fancy word for the work we have to do by Friday.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
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Compete with the immortals
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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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It is the inescapable duty of management to fire incompetent people.
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I admire people with gentle manners who treat other people as human beings.
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Write the way you talk. Naturally.
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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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Develop your eccentricities early, and no one will think you're going senile later in life
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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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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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Lazy and superficial men and women do not produce superior work.
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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
David Ogilvy