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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Results
Home
Sales
Kind
Clients
Homes
Consumers
Advertising
Responsible
Bring

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If it doesn't sell, it isn't creative.
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Study the methods of your competitors and do the exact opposite.
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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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What you learn is more important than what you earn.
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Compete with the immortals
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Every ad is an investment in the long-term image of a brand.
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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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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Consumers do not buy products. They buy product benefits.
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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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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I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
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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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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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It is the inescapable duty of management to fire incompetent people.
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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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On the average, five times as many people read the headlines as read the body copy.
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
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