Ogilvy Best Quotes

The best ideas come as jokes. Make your thinking as funny as possible.

The headlines which work best are those which promise the reader a benefit

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it – and companies cannot grow without innovation. Great leaders almost always exude self-confidence.

Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss, and be ready to succeed him. Most

The best way to settle such arguments is to measure the selling effectiveness of your campaign at regular intervals, and to go on running it until the research shows that it has worn out. Word

When asked what was the best asset a man could have, Albert Lasker — the most astute of all advertising men — replied, ‘Humility in the presence of a good idea.’ It is horribly difficult to recognize a good idea.

I saw the head chef at the Hotel Majestic fire a pastry cook because the poor devil could not get his brioches to rise straight. This ruthlessness made all the other chefs feel that they were working in the best kitchen in the world.

Many security analysts still believe that agencies are a poor investment. Not so Warren Buffett, one of the most successful investors in the world. He has taken substantial positions in three publicly held agencies, and is quoted as saying, ‘The best business is a royalty on the growth of others, requiring very little capital itself … such as the top international advertising agencies.’ If

Jesus’ mood is determined and decisive: He is on the way to Jerusalem, and He wants followers who can count the cost. The three different levels of commitment shown in people He met expose the ways many Christians relate to their discipleship today. The first man made a grand, pious commitment that went no deeper than words. He promised to follow the Master wherever He went. Jesus challenged the man to count the cost. So often we come to Christ to receive what we want to solve problems or gain inspiration for our challenges. He gives both with abundance, but then calls us into a ministry of concern and caring. We are to do for others what He has done for us. Loving and forgiving are not always easy. The second man had unfinished business from the past. He wanted to follow Christ, but a secondary loyalty kept him tied to the past. In substance, Christ said, “Forget the past; follow Me!” The third person wanted to say goodbye to his family. Jesus stresses the urgency of our commitment. Our commitment must be unreserved to seek first His kingdom. Are there entangling loyalties you have brought into the Christian life that make it difficult to give your whole mind and heart and will to Christ?

It is often charged that advertising can persuade people to buy inferior products. So it can – once. But the consumer perceives that the product is inferior and never buys it again. This causes grave financial loss to the manufacturer, whose profits come from repeat purchases. The best way to increase the sale of a product is to improve the product.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same. Go through a magazine and pick out the advertisements you like best. You will probably pick those with beautiful illustrations, or clever copy. You forget to ask yourself whether your favorite advertisements would make you want to buy the product. Says Rosser Reeves, of the Ted Bates agency: ‘I’m not saying that charming, witty and warm copy won’t sell. I’m just saying that I’ve seen thousands of charming, witty campaigns that didn’t. Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?

The lionfish comes from the tropical waters around Indonesia. Though beautiful to look at, it is a voracious predator of other fish, and is able to eat as many as 30 in half an hour. Furthermore, one female lionfish can produce over two million eggs per year, which was a particular problem in the Caribbean, where it has no natural predators. The decimation of local species threatened the environment and the economics of Colombia, much of which depends on fishing. It was also destroying the ecology of coral reefs. This was when some colleagues of mine borrowed an idea from Frederick the Great; Ogilvy & Mather in Bogotá decided that the solution was to create a predator for the lionfish – humans. The simplest and most cost-effective way to rid Colombia’s waters of lionfish was to encourage people to eat them, which would encourage anglers to catch them. The agency recruited the top chefs in Colombia and encouraged them to create lionfish recipes for the best restaurants. As they explained, a lionfish is poisonous on the outside but delicious on the inside, so they created an advertising campaign titled ‘Terribly Delicious’. Working with the Colombian Ministry of the Environment, they generated a cultural shift by turning the invader into an everyday food. Lionfish soon appeared in supermarkets. Some 84 per cent of Colombians are Roman Catholic, so they asked the Catholic Church to recommend lionfish to their congregations on Fridays and during Lent. That additional element – recruiting the Catholic Church – was the true piece of alchemy. Today, indigenous fish species are recovering and the lionfish population is in decline.

It is one of the excellences of that best of all books, that instructions and warnings and cautions and promises suited to all persons, of every age, from children to old men and women, are to be found in it. And another of its excellences is that any person who is desirous of being made better and wiser and happier by it, may open it at almost any part, and not be disappointed of finding what he seeks.

There’s a spell in this Land of the Marches, In this Border that gave us our birth, In this spot where the Heaven’s wide arch is Spread blue o’er the best of the earth!

A posture of enthusiasm is not always the one best calculated to succeed.

In the best establishments, promises are always kept, whatever it may cost in agony and overtime.

The Fearless Flyer began life in 1969 during the Good Time Charley phase of Trader Joe’s as the Insider’s Wine Report, a sheet of gossip of “inside” information on the wine industry at a time where there weren’t any such gossip sheets, for the excellent reason that few people were interested in wine. As of the writing of this book, 11 percent of Americans drink 88 percent of the wine according to contemporary wine gossip magazine the Wine Spectator. In the Insider’s Wine Report we gave the results of the wine tastings that we were holding with increasing frequency, as we tried to gain product knowledge. This growing knowledge impressed me with how little we knew about food, so in 1969, we launched a parallel series of blind tastings of branded foods: mayonnaise, canned tuna, hot dogs, peanut butter, and so on. The plan was to select the winner, and sell it “at the lowest shelf price in town.” To report these results, I designed the Insider’s Food Report, which began publication in 1970. It deliberately copied the physical layout of Consumer Reports: the 8.5” x 11” size, the width of columns, and the typeface (later changed). Other elements of design are owed to David Ogilvy’s Confessions of an Advertising Man. The numbered paragraphs, the boxes drawn around the articles, are all Ogilvy’s ideas. I still think his books are the best on advertising that I’ve ever read and I recommend them. Another inspiration was Clay Felker, then editor of New York magazine, the best-edited publication of that era. New York’s motto was, “If you live in New York, you need all the help you can get!” The Insider’s Food Report borrowed this, as “The American housewife needs all the help she can get!” And in the background was the Cassandra-like presence of Ralph Nader, then at the peak of his influence. I felt, however, that all the consumer magazines, never mind Mr. Nader, were too paranoid, too humorless. To leaven the loaf, I inserted cartoons. The purpose of the cartoons was to counterpoint the rather serious, expository text; and, increasingly, to mock Trader Joe’s pretensions as an authority on anything.

For survivors of biological mother-perpetrated abuse, the relationship with the mother is best characterized by the most severe physical, psychological, and spiritual disconnection. These women feel deceived, deserted, betrayed, confused, offended, and intruded upon to the very core of their existence.

Think about our judgments that create the anxiety of never measuring up to what we demand. Consider the subtle pressure by which we communicate standards of what we want people to be, rather than affirmation of what they actually are. Have we taken time to help people discover a motive to do the things we press on them? Are we creating people in our image of them, or are we helping them to discover their true selves and potential? Is our love quietly conditioned on their performance? Are they free to fail and begin again without incrimination?

is our problem also. So seldom do we learn from past mistakes. We fail to trust God, we get into trouble, and we miss what the mistake has to teach us. We all have compulsive, repetitive patterns that get us into the same old problems again and again. The Lord wants to change that. We can overcome the past, not repeat it. December 12 Heresickness Job 36:1-33 Elihu continued and said, “Wait for me a little, and I will show you that there is yet more to be said in God’s behalf.