Don't bunt. Aim out of the ball park. Aim for the company of immortals.
- David Ogilvy
Talent ... is most likely to be found among non-conformists, dissenters, and rebels.
- David Ogilvy
Advertising is only evil when it advertises evil things.
- David Ogilvy
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
- David Ogilvy
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
- David Ogilvy
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.
- David Ogilvy
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
- David Ogilvy
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.
- David Ogilvy
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.
- David Ogilvy
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.
- 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
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.
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If it doesn't sell, it isn't creative.
- David Ogilvy
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
- David Ogilvy
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.
- David Ogilvy
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
- David Ogilvy
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
- David Ogilvy
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
- David Ogilvy
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
- David Ogilvy
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
- David Ogilvy
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.
- David Ogilvy
The advertisers who believe in the selling power of jingles have never had to sell anything.
- David Ogilvy
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.
- David Ogilvy
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