David Ogilvy Quotes



Best 26 Ogilvy on Advertising Quotes by David Ogilvy

Ogilvy on Advertising Quotes

“Advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.”

Ogilvy on Advertising

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

Ogilvy on Advertising

“Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.”

Ogilvy on Advertising

“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.”

Ogilvy on Advertising

“Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers.”

Ogilvy on Advertising

“Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.”

Ogilvy on Advertising

“However able they may be, ambitious people won’t stay in outfits which practice nepotism. This is one mistake I did not make; my son is in the real estate business, secure in the knowledge that he owes nothing of his success to his father.”

Ogilvy on Advertising

“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”

Ogilvy on Advertising

“I saw the head chef at the Hotel Majestic fire a pastry cook because the poor devil could not get his brioches to rise straight. This ruthlessness made all the other chefs feel that they were working in the best kitchen in the world.”

Ogilvy on Advertising

“I used to start my questionnaires by asking, ‘Which would you rather hear on the radio tonight – Jack Benny or a Shakespeare play?’ If the respondent said Shakespeare, I knew he was a liar and broke off the interview.”

Ogilvy on Advertising

“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.”

Ogilvy on Advertising

“In my experience, committees can criticize, but they cannot create. Search the parks in all your cities You’ll find no statues of committees.”

Ogilvy on Advertising

“It is a good idea to start the year by writing down exactly what you want to accomplish, and end the year by measuring how much you have accomplished.”

Ogilvy on Advertising

“It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.”

Ogilvy on Advertising

“It isn’t the whiskey they choose, it’s the image.”

Ogilvy on Advertising

“It will help you recognize a big idea if you ask yourself five questions:

1 Did it make me gasp when I first saw it?
2 Do I wish I had thought of it myself?
3 Is it unique?
4 Does it fit the strategy to perfection?
5 Could it be used for 30 years? ”

Ogilvy on Advertising

You Might Like

“Use pictures only to attract those who may profit you. Use them only when they form a better selling argument than the same amount of space set in type.”


More quotes by Claude C. Hopkins

“Never allow two people to do a job which one could do.”

Ogilvy on Advertising

“On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered.”

Ogilvy on Advertising

“Only amateurs use short copy.”

Ogilvy on Advertising

“Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.”

Ogilvy on Advertising

“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”

Ogilvy on Advertising

“The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it – and companies cannot grow without innovation. Great leaders almost always exude self-confidence.”

Ogilvy on Advertising

“The headlines which work best are those which promise the reader a benefit.”

Ogilvy on Advertising

“The most effective leader is the one who satisfies the psychological needs of his followers.”

Ogilvy on Advertising

“Whatever you do, for goodness sake, don’t change the name of your corporation to initials.”

Ogilvy on Advertising

“When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.”

Ogilvy on Advertising

You Might Like

“A brand not responding on Twitter is like hanging up the phone on customers. With millions watching.”


More quotes by Dave Kerpen