David Ogilvy Made His Copywriters

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.

There Isn’t Any Significant Difference Between The Various Brands Of Whiskey, Or Cigarettes Or Beer. They Are All About The Same. And So Are The Cake Mixes And The Detergents, And The Margarines… The Manufacturer Who Dedicates His Advertising To Building The Most Sharply Defined Personality For His Brand Will Get The Largest Share Of The Market At The Highest Profit.

I Know Of A Brewer Who Sells More Of His Beer To The People Who Never See His Advertising Than To The People Who See It Every Week. Bad Advertising Can Unsell A Product.

The Creative Process Requires More Than Reason. Most Original Thinking Isn't Even Verbal. It Requires 'a Groping Experimentation With Ideas, Governed By Intuitive Hunches And Inspired By The Unconscious.' The Majority Of Business Men Are Incapable Of Original Thinking Because They Are Unable To Escape From The Tyranny Of Reason. Their Imaginations Are Blocked.