Ogilvy on Advertising

When you put your headline in quotes, you increase recall by an average of 28 per cent.

Says James Webb Young, one of the best copywriters in history, ‘Every type of advertiser has the same problem: to be believed. The mail-order man knows nothing so potent for this purpose as the testimonial, yet the general advertiser seldom uses it.’

Remember the French saying: ‘He who is absent is always wrong.’

The man who said the wisest things about leadership was Field Marshal Montgomery: ‘The leader must have infectious optimism, and the determination to persevere in the face of difficulties. He must also radiate confidence, even when he himself is not too certain of the outcome. ‘The final test of a leader is the feeling you have when you leave his p

DO YOUR HOMEWORK

Sorry, we’re unable to display this type of content.

BRAND IMAGE You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. The personality of a product is an amalgam of many things – its name, its packaging, its price, the style of its advertising, and, above all, the nature of

Agencies are psychological hothouses. You will never be bored.

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 e