http://www.thefreelibrary.com/Ogilvy+%26+Mather+Marks+Centennial+of+Founder's+Birth+with+Cannes...-a0259303848
"Ogilvyisms"- Quotations from David Ogilvy | |
1. | Never write an advertisement that you wouldn't want your own family to read. |
2. | We pursue knowledge the way a pig pursues truffles. |
3. | If you hire people who are bigger than you are, we shall become a company of giants. |
4. | Encourage innovation. Change is our life blood, stagnation is our death knell. |
5. | We prefer the discipline of knowledge to the anarchy of ignorance. |
6. | Tolerate genius. |
7. | Unless your advertising is built on a big idea, it will pass like a ship in the night. |
8. | Get rid of sad dogs who spread gloom. |
9. | I believe in the Scottish proverb: Hard work never killed a man. Men die of boredom. They do not die of hard work. |
10. | You cannot bore people into buying your product; you can only interest them in buying it. |
11. | The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure you can live happily with your prospective client before you accept his account. |
12. | No manufacturer ever got rich by underpaying his agency. Pay peanuts and you get monkeys. |
13. | Hire the kind of people clients don't have and wouldn't dream of having. |
14. | If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. |
14. | Do not summon people to your office. It frightens them. Instead go to see them in their offices. |
16. | You aren't advertising to a standing army; you are advertising to a moving parade. |
17. | I despise toadies who suck up to their bosses; they are generally the same people who bully their subordinates. |
18. | I admire people with gentle manners who treat other people as human beings. |
19. | Look for people who aim for the remarkable, who will not settle for the routine. |
20. | The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her. |
