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Ogilvy-isms Ogilvy has been quoted by both advertisers and
industry outsiders alike. His
statements offer an insight into his unique personality and his view on the
world. These simple quotations are
short and trite, but offer us the opportunity to step into the mind of one of
the greatest advertisers who has ever lived.
They are the fortune cookies of the advertising world. ``Never write an advertisement that you wouldn't
want your own family to read.'' ``We pursue knowledge the way a pig pursues
truffles.'' ``Do not compete with your agency in the creative
area. Why keep a dog and bark yourself?'' ``The best way to get new accounts is to create for
our present clients the kind of advertising that will attract prospective
clients.'' ``Our business needs massive transfusions of talent.
And talent, I believe, is most likely to be found among non-conformists,
dissenters and rebels.'' ``The most important decision is how to position
your product.'' ``Tolerate genius.'' ``Unless your advertising is built on a big idea, it
will pass like a ship in the night.'' ``Get rid of sad dogs who spread gloom.'' ``Ogilvy & Mather does two things: We look after
clients and we teach young advertising people.'' ``Within every brand is a product, but not every
product is a brand.'' ``When you advertise fire extinguishers, open with
fire.'' ``I admire people with gentle manners who treat
other people as human beings.'' -The
previous quotes were excerpted from Danzig’s article: David Ogilvy: The Last Giant ``The consumer isn't a moron; she is your wife.” ``If you ever find a man who is better than you are -
hire him. If necessary, pay him more than you pay yourself.” ``If you resign accounts every time you feel like
doing so, you will empty your portfolio every year.” ``I can't stand callow amateurs who aren't
sufficiently interested in the craft of advertising to assume the posture of
students.” ``Resist the temptation to write the kind of copy
which wins awards.” ``Encourage innovation. Change is our lifeblood,
stagnation our death knell.” ``The most important word in the vocabulary of
advertising is TEST.” ``It is the inescapable duty of management to fire
incompetent people.” ``The psychiatrists say that everybody should have a
hobby. The hobby I recommend is advertising.” ``Many of the greatest creations of man have been
inspired by the desire to make money.” -The previous quotes were taken from:
http://www.ogilvy.com/memorial/html/opine.htm |
