David Ogilvy citáty

„Reklama neprodává zboží ani myšlenky, ale šlágrový, hypnotický model štěstí.“

„Pokud se snažíte přesvědčit lidi, aby něco udělali nebo koupili, myslím, že byste měli používat jejich jazyk, jazyk, ve kterém uvažují.“

„Jestliže to neprodává, není to kreativní.“

„Nikdy nepište do reklamy nic, co by neměla číst vaše rodina. Nebudete vykládat lži své ženě. Nevykládejte je ani té mojí.“

„Když nemáte co říct, zazpívejte to.“

“I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.”

“Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.”

“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.”

“Where people aren’t having any fun, they seldom produce good work.”

“When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”

“… there are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.”

“At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.”

“Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. 'Standing room only' creates an atmosphere of success, as in theatres and restaurants, while a half-empty auditorium smells of failure.”

“Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.”

“Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation."”

“When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs.”