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" In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. "
David Ogilvy
You
World
Creative
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" 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. "
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" 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. "
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" The more informative your advertising, the more persuasive it will be. "
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" A good advertisement is one which sells the product without drawing attention to itself. "
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" The consumer isn't a moron; she is your wife. "
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" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "
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" Ninety-nine percent of advertising doesn't sell much of anything. "
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" The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. "
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" Advertising is only evil when it advertises evil things. "
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" 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
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Experience
" Advertising reflects the mores of society, but it does not influence them. "
David Ogilvy
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" Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "
David Ogilvy
Think
Find
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" The best ideas come as jokes. Make your thinking as funny as possible. "
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Funny
Best
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" I do not regard advertising as entertainment or an art form, but as a medium of information. "
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Form
Information
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" 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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Worry
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Good
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power
" Our business is infested with idiots who try to impress by using pretentious jargon. "
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Business
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" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "
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" 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. "
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You
Family
Never
" You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. "
David Ogilvy
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" 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
" 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
" 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
" 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. "
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Messy
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" What you say in advertising is more important than how you say it. "
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" 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. "
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Life
" 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. "
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" 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. "
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" Leaders grasp nettles. "
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" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
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