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David Ogilvy Quotes

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough Picture Quote #1

I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach Picture Quote #1

Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say Picture Quote #1

Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it Picture Quote #1

The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason Picture Quote #1

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get Picture Quote #1

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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on Picture Quote #1

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read Picture Quote #1

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client Picture Quote #1

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation Picture Quote #1

If you can’t advertise yourself, what hope do you have of advertising anything else? Picture Quote #1

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me Picture Quote #1

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On the average, five times as many people read the headlines as read the body copy Picture Quote #1

You aren’t advertising to a standing army; you are advertising to a moving parade Picture Quote #1

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same Picture Quote #1

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency Picture Quote #1

Unless your campaign has a big idea, it will pass like a ship in the night Picture Quote #1

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 Picture Quote #1

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If you always hire people who are bigger than you are, we shall become a company of giants Picture Quote #1

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards Picture Quote #1

Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation Picture Quote #1

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct? Picture Quote #1

It follows that unless your headline sells your product, you have wasted 90 percent of your money Picture Quote #1

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious Picture Quote #1

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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 Picture Quote #1

I don’t know the rules of grammar... If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular Picture Quote #1

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product Picture Quote #1

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you Picture Quote #1

The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels Picture Quote #1

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Text Quotes

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough (David Ogilvy Quotes) I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach (David Ogilvy Quotes) Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say (David Ogilvy Quotes) Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it (David Ogilvy Quotes) The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason (David Ogilvy Quotes) Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get (David Ogilvy Quotes) Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on (David Ogilvy Quotes) It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read (David Ogilvy Quotes) Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client (David Ogilvy Quotes) One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation (David Ogilvy Quotes) If you can’t advertise yourself, what hope do you have of advertising anything else? (David Ogilvy Quotes) I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me (David Ogilvy Quotes) On the average, five times as many people read the headlines as read the body copy (David Ogilvy Quotes) You aren’t advertising to a standing army; you are advertising to a moving parade (David Ogilvy Quotes) What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same (David Ogilvy Quotes) Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency (David Ogilvy Quotes) Unless your campaign has a big idea, it will pass like a ship in the night (David Ogilvy Quotes) 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 (David Ogilvy Quotes) If you always hire people who are bigger than you are, we shall become a company of giants (David Ogilvy Quotes) Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards (David Ogilvy Quotes) Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation (David Ogilvy Quotes) Why should a manufacturer bet his money, perhaps the future of his company, on your instinct? (David Ogilvy Quotes) It follows that unless your headline sells your product, you have wasted 90 percent of your money (David Ogilvy Quotes) Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious (David Ogilvy Quotes) 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 Quotes) I don’t know the rules of grammar... If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular (David Ogilvy Quotes) It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product (David Ogilvy Quotes) Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you (David Ogilvy Quotes) The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels (David Ogilvy Quotes)

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