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Creativity needs discipline and freedom.

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Discipline
Creativity
Freedom
Needs

More quotes by David Ogilvy

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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.
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Every ad is an investment in the long-term image of a brand.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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If it doesn't sell, it isn't creative.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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Positioning should be decided before the advertising is created
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
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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
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Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
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What you learn is more important than what you earn.
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
David Ogilvy
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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.
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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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It is the inescapable duty of management to fire incompetent people.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy