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" 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
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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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Look
" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "
David Ogilvy
Ignore
Research
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" 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. "
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" What you say in advertising is more important than how you say it. "
David Ogilvy
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" Our business is infested with idiots who try to impress by using pretentious jargon. "
David Ogilvy
Impress
Business
Idiots
" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "
David Ogilvy
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" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "
David Ogilvy
Political
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Kind
" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "
David Ogilvy
Company
Park
Out
" The best ideas come as jokes. Make your thinking as funny as possible. "
David Ogilvy
Funny
Best
Possible
" 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
" Advertising is only evil when it advertises evil things. "
David Ogilvy
Things
Advertising
Evil
" 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
" There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs. "
David Ogilvy
Advertising
Find
Genius
" I do not regard advertising as entertainment or an art form, but as a medium of information. "
David Ogilvy
Form
Information
Art
" 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
Good
My Life
Life
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power
" 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
" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
Consumers
" If it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" The more informative your advertising, the more persuasive it will be. "
David Ogilvy
Advertising
Will
Persuasive
" 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
" Leaders grasp nettles. "
David Ogilvy
Grasp
Leaders
Leadership
" 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
" 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
" 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
" 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
Advertising
He
Own
" 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
" 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
People
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" Advertising reflects the mores of society, but it does not influence them. "
David Ogilvy
Advertising
Them
Society