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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

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
Bigs
Idea
Helping
Technique
Ideas
Kill
Right
Truly
Wrong
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More quotes by David Ogilvy

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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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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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Develop your eccentricities early, and no one will think you're going senile later in life
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You can't save souls in an empty church.
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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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On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
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The more informative your advertising, the more persuasive it will be.
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I prefer the discipline of knowledge to the anarchy of ignorance.
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...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.
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Creativity Is a fancy word for the work we have to do by Friday.
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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Consumers do not buy products. They buy product benefits.
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The best idea is the simplest.
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If it doesn't sell, it isn't creative.
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Advertising reflects the mores of society, but it does not influence them.
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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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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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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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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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