David Ogilvy

Ninety-nine percent of advertising doesn’t sell much of anything.

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.

Never stop testing, and your advertising will never stop improving.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.

You can’t do this! We have an arrangement! We have a contract!

After the situation with Kursk submarine, I started looking at Mr. Berezovsky in a completely different way. For me, it was a turning point in our relationship. I think that he took a completely dishonorable position.

Any business arrangement that is not profitable to the other person will in the end prove unprofitable for you. The bargain that yields mutual satisfaction is the only one that is apt to be repeated.

In business, cooperation is essential to success.

Well, I think that there’s a very thin dividing line between success and failure. And I think if you start a business without financial backing, you’re likely to go the wrong side of that dividing line.

[on Steve jobs] Our relationship was based almost always on him calling up and asking, ‘Is this a good deal?’ I’m not in his business, and I wasn’t trying to be. I was just a guy who admired him a lot and was flattered he wanted my advice.

Every man must decide for himself whether he shall master his world or be mastered by it.

Courteous treatment will make a customer a walking advertisement.

Listen – it makes you sound smarter.

I get my design inspiration from Christian Dior and Chanel.

The Model T blazed the way for the motor industry and started the movement for good roads everywhere. It is still the pioneer car in many parts of the world which are just beginning to be motorized.

[In 1990 on the president of MCA calling and saying ‘We’re going to make you the biggest offer this company has ever made, and I’m going to send it to you by messenger right now.’] It’s 1990. Send me a fax.

Do not primarily train men to work. Train them to serve willingly and intelligently.

I never aspired to be a public figure. I have always been interested primarily in real business and the development of business strategies.

Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.