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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
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
Found
Components
Character
Executives
Best
Innovation
Leaders
Among
Instead
Symbolize
Leader
Component
Strong
Resisting
More quotes by David Ogilvy
I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
David Ogilvy
If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
Creativity Is a fancy word for the work we have to do by Friday.
David Ogilvy
On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
David Ogilvy
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
David Ogilvy
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.
David Ogilvy
Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
David Ogilvy
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.
David Ogilvy
The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy
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.
David Ogilvy
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
Study the methods of your competitors and do the exact opposite.
David Ogilvy
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
David Ogilvy
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
