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" 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
Feel
Living
Country
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" Ninety-nine percent of advertising doesn't sell much of anything. "
David Ogilvy
Advertising
Sell
Percent
" 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. "
David Ogilvy
Worry
Advertising
Good
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power
" 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
Copy
Believe
You
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible. "
David Ogilvy
You
Yes
Corrupt
" 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
You
Family
Never
" 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. "
David Ogilvy
Advertising
Relationship
Doctor
" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "
David Ogilvy
Ignore
Research
Advertising
" 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
Messy
Create
Advertising
" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
Which
Product
" 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
Results
Me
Experience
" 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. "
David Ogilvy
You
Aim
Look
" 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
Me
Eye
Dinner
" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "
David Ogilvy
Contribution
Image
Thought
" 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
Question
Advertising
Afraid
" Advertising reflects the mores of society, but it does not influence them. "
David Ogilvy
Advertising
Them
Society
" The consumer isn't a moron; she is your wife. "
David Ogilvy
She
Your
Business
" Advertising is only evil when it advertises evil things. "
David Ogilvy
Things
Advertising
Evil
" Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising. "
David Ogilvy
Abstract
Advertising
Only
" Our business is infested with idiots who try to impress by using pretentious jargon. "
David Ogilvy
Impress
Business
Idiots
" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "
David Ogilvy
You
Way
Young
" I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "
David Ogilvy
Judgment
Research
Support
" 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
Advertising
Society
Person
" 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
Ship
Advertising
Doubt
" Leaders grasp nettles. "
David Ogilvy
Grasp
Leaders
Leadership
" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "
David Ogilvy
Company
Park
Out
" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "
David Ogilvy
World
Like
New
" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
Consumers
" 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
Yourself
Surround Yourself
Creative