Mr. David Ogilvy
"A good advertisement is one which sells the product without drawing attention to itself."
"Don't bunt. Aim out of the ball park. Aim for the company of immortals."
"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image."
"Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product."
"Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine."
"I do not regard advertising as entertainment or an art form, but as a medium of information."
"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, the language they use every day, the language in which they think. We try to write in the vernacular."
"I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive."
"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."
"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."
Mr. William Bernbach
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"Advertising doesn't create a product advantage. It can only convey it."
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
"An idea can turn to dust or magic, depending on the talent that rubs against it."
"Because an appeal makes logical sense is no guarantee that it will work."
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
"I warn you against believing that advertising is a science."
"If your advertising goes unnoticed, everything else is academic."
"In advertising not to be different is virtually suicidal."
"In communications, familiarity breeds apathy."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen."
"Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?"
"No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway."
"Nobody counts the number of ads you run; they just remember the impression you make."
"Our job is to bring the dead facts to life."
"Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message."
"Properly practiced creativity can make one ad do the work of ten."
"Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."
"The most powerful element in advertising is the truth."
Mr. Leo Burnett
"A good ad which is not run never produces sales."
"A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'."
"Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink."
"Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'"
"Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising."
"Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business."
"Curiosity about life in all of its aspects, I think, is still the secret of great creative people."
"Fun without sell gets nowhere but sell without fun tends to become obnoxious."
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief."
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
"I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one."
"I have learned that it is far easier to write a speech about good advertising than it is to write a good ad."
"I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising."
"I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for."
"I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think."
"I regard a great ad as the most beautiful thing in the world."
"If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all."
"If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks."
"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."
"Plan the sale when you plan the ad."