Our business is infested with idiots who try to impress by using pretentious jargon.
The more informative your advertising, the more persuasive it will be.
What you say in advertising is more important than how you say it.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
If it doesn't sell, it isn't creative.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
Never stop testing, and your advertising will never stop improving.
The best ideas come as jokes. Make your thinking as funny as possible.
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