David Ogilvy
David Ogilvy
David Mackenzie Ogilvy CBEwas an advertising executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather...
NationalityEnglish
ProfessionBusinessman
Date of Birth23 June 1911
beer cake differences
There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
fire-extinguishers people attention
You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
business organization important
What you say in advertising is more important than how you say it.
copywriting headlines sells
It follows that unless your headline sells your product, you have wasted 90 percent of your money...
business testing-yourself advertising
Never stop testing, and your advertising will never stop improving.
should-have hobbies advertising
The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising
passion dark moon
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
giving people boss
Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
business design television
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.
business drawing attention
A good advertisement is one which sells the product without drawing attention to itself.
book school boys
The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
personality may corporations
Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.
agency two cows
In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers as you had cows?
thinking blood agency
The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood