David Ogilvy Quotes


63 David Ogilvy quotes:



"Never stop testing, and your advertising will never stop improving."
"Most agencies run scared, most of the time... Frightened people are powerless to produce good advertising...If I were a client, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts."
Author: Ogilvy Quotes Category: Advertising Quotes
"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."
"I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product."
Author: Ogilvy Quotes Category: Advertising Quotes
"The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions."
Author: Ogilvy Quotes Category: Advertising Quotes
"Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns."
"Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work."
Author: Ogilvy Quotes Category: Advertising Quotes
"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."
"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."
"I do not regard advertising as entertainment or an art form, but as a medium of information."
"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."
"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image."
"There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers."
"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."
"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."
"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."
"Advertising is only evil when it advertises evil things."
"Ninety-nine percent of advertising doesn't sell much of anything."
"What really decides consumers to buy or not to buy is the content of your advertising, not its form."
"The most important word in the vocabulary of advertising is test. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace."



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