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David Ogilvy Quotes & Sayings
93 entries tagged including 31 subtopics.
Last updated Apr 2021
David Ogilvy Topics
Clients And Customers
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
If it doesn't sell, it isn't creative.
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
I do not regard advertising as entertainment or an art form, but as a medium of information.
I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.
Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
Advertising reflects the mores of society, but it does not influence them.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Advertising is only evil when it advertises evil things.
A good advertisement is one which sells the product without drawing attention to itself.
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
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