“Don’t design ads that you don’t even want your family to see.” “The advertising industry needs a lot of talent. And talent is most likely to be found in the nonconformists, the mavericks, the rebels. "The most important decision is how to position your product."

"We believe that every brand is a product, but not all products are. It's the brand."

"Unless your advertising is built on great ideas, it's like a ship sailing in the night, unnoticed."

"I appreciate those. A courteous person who treats people well."

"If you find someone better than you - hire him for a lot of money, even more than your own salary if necessary."

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“The customer is not an idiot, she is your wife.”

“Encourage innovation. Change is our lifeblood; stagnation is our death knell.”

< p>David Ogilvy (1911-1999), who was born in the UK, is a master legend in the modern advertising industry. He single-handedly founded Ogilvy Advertising Company, established the Ogilvy brand, and enlightened the understanding of consumerism. Apply researchers' research and create a new advertising culture.

Ogilvy worked as a chef and cookware salesman in his early years. Later, he immigrated to the United States and did investigative work with Dr. George Gallup. During World War II, he served in the British Security Coordination Office and the British Embassy in the United States. He later worked as a farmer in Pennsylvania.

In 1948, Ogilvy founded Ogilvy in New York with $6,000, and subsequently won a reputation for creating many creative advertisements. His works were witty and charming, but above all: he insisted that they must help sell. He pushed the management and professionalism of the advertising industry to the top. His values ??created a global communication network. His wise and timeless style not only shaped Ogilvy Advertising, but also deeply influenced the development of the entire advertising industry.

Ogilvy was called "the most sought-after advertising wizard in today's advertising industry" by Time magazine, and "the most creative promoter of modern advertising" by The New York Times. "Adweek," an important American advertising industry publication, said: "Ogilvy illuminated the entire advertising industry with his keen insight and criticism of traditional concepts, making it unmatched by any advertiser." A well-known French magazine called him the "Pope of Modern Advertising" and ranked him with Edison and Einstein as the figures who made the most contributions to the Industrial Revolution.

Over the past 50 years, Ogilvy has worked side by side with many well-known global brands and created countless market miracles, including: American Express, Sears, Ford , Shell, Barbie, Pond's, Dove, Maxwell House, IBM, Kodak... In 1991, Ogilvy wrote an article to Chinese readers He emphasized that his principled opinions on advertising are still relevant in today's market and are equally correct in any country in the world. In his memoirs, he wrote: "Apart from advertising, I was a poor fool. I couldn't read a balance sheet, use a computer, ski, golf, or draw. But when it came to Advertising, Advertising Age said I was 'the creative king of advertising' and Fortune published an article about me titled: 'Ogilvy was a genius. ? ' I wanted my lawyer to sue the editor over that question mark. Soon after, I became an extinguished volcano... I was fed by the hustle and bustle of Madison Avenue and went to the middle of France to do some gardening. …

Ogilvy had sharp criticism of today’s advertising industry. He believed that advertising is facing three critical problems:

The first problem is that manufacturers They spend twice as much on discounts as they do on advertising, instead of using advertising to build a strong brand. This is something any fool can do.

He called in a speech: "You cannot build an image that cannot be destroyed by relying on discounts and promotions, but only an image that cannot be destroyed can make your brand a part of people's lives. ”

The second problem is that advertising agencies are harassed by people who see advertising as an avant-garde art form. They have sold nothing in their lives; their ambition is to win the Cannes Advertising Festival awards; they trick hapless customers into paying millions a year to show off their ingenuity; they are not interested in the products they advertise and assume that consumers are neither, so they barely mention the product's merits. At best, they are just people looking for fun, and they are very lame. Ogilvy angrily said: "I heard an angry manufacturer at a lunch meeting call these pretentious fools bumbling. Sissy. According to my education, if I had not spent five years selling cookware door to door, I would have fallen into this trap today. ”

The third problem is that advertising agencies are still wasting their clients’ money making the same mistakes over and over again.

Ogilvy once read advertisements in three magazines during a 10-hour train journey. Most of them violated basic principles he had discovered years ago. The copywriters and art directors who create these ads are ignorant amateurs.

As the only "creative" master who started as an investigator, Ogilvy left behind his last wishes and valuable experiences: (1) Creating successful advertisements is a craft, and part of it depends on inspiration. But basically it depends on knowledge and hard work. If you have a certain amount of talent and know what techniques work at the cash register, you can keep doing it for a long time.

(2) The temptation to amuse rather than sell is a contagious disease.

(3) The difference between one advertisement and another is measured by the scale of sales force, which can be 19:1.

(4) Before you start writing your advertisement, it is worthwhile to research the product first.

(5) The key to success lies in promising benefits to consumers - such as better taste, whiter wash, more mileage per gallon, better skin color, etc.

(6) The job of most advertisements is not to persuade people to try your product, but to persuade them to use your product more than other brand products in their daily lives.

(7) What works in one country almost always works in other countries.

(8) Magazine editors are better communicators than people who work in advertising. Copy their technology.

(9) Most advertising solutions are too complex. They reflect too many goals and try to accommodate the differing views of too many account executives. Try to cover too much and you'll accomplish nothing. Such an ad looks like the minutes of a committee meeting.

(10) Don’t let men write ads for products that women buy.

(11) Good advertising can be used for many years without losing its sales power.

Once in business, always in business. David Ogilvy did it.

Ogilvy believed that "the title represents 80% of the cost of an advertisement". His favorite title - 1. Advertising for lanolin to treat hair loss: Have you ever seen a hairless one? Sheep? 2. Hemorrhoid medicine advertisement: Send us money and we will treat your hemorrhoids; otherwise, we will keep your money and your hemorrhoids.