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14
Advertising lessons 
from David Ogilvy
Excerpted from ʻThe King Of Madison Avenueʼ
by Kenneth Roman
On quality and good taste

“Always give your products a first-
class ticket through life” 




                                                                                      1
    Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
    Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On innovation and ideas

“Unless your advertisement is based on
a Big Idea, it will pass like a ship in the
night.” 




                                                                                       2
     Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
     Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On brands

“Every advertisement must contribute
to the complex symbol that is the
brand image.”




                                                                                      3
    Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
    Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On respecting the customer

“The consumer is not a moron, she is
your wife. Donʼt lie to her. You would
not tell lies to your wife. Donʼt tell
them to mine.”


                                                                                       4
     Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
     Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On compromise
“Compromise has no place in
advertising. Whatever you do, go the
whole hog” 




                                                                                      5
    Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
    Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On the purpose of advertising

“When I write an ad, I donʼt want you to
tell me you found it ʻCreative.ʼ I want
you to find it so persuasive that you
buy the product – or buy it more often.” 


                                                                                       6
     Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
     Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On showing speculative
creative campaigns                                          



“We donʼt make love until we are
married.”




                                                                                      7
    Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
    Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On advertising that entertains
“If you spend your advertising budget
entertaining the consumer, you are a bloody fool.
Housewives don’t buy a new detergent because
the manufacturer told a joke on television last
night. They buy it because it promised a benefit.
If I could persuade the lunatics to give up their
pursuit of awards, I would die happy ”


                                                                                        8
      Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
      Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On knowing vs. opining                                                     




“You direct response people know what kind of
advertising works and what doesn’t work. You
know it to the dollar. The general advertising people
don’t know. The brand advertisers and their
agencies know almost nothing for sure, because
they cannot measure the results of their advertising.
They worship at the altar of creativity. Why don’t


                                                                                        9
you save them from their follies?
”

      Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
      Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On unconventional hiring
“Will any agency hire this man? (referring to himself) He
is 38 and unemployed. He dropped out of college. He
has been a cook, a salesman and a diplomatist. He
knows nothing about marketing and has never written
any copy. He professes to be interested in advertising
as a career and is ready to go to work for $5,000 a year. I
doubt if any agency will hire him.
The moral: “It sometimes pays an agency to be
imaginative and unorthodox in hiring.”

                                                                                         10
       Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
       Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On recruiting people

“Hot creative people don’t come
around looking for jobs; they have to
be rooted out like truffles, by trained
pigs.”


                                                                                       11
     Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
     Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On training

“Great hospitals do two things: They
look after patients, and they teach
young doctors. Ogilvy & Mather does
two things: We look after clients, and
we teach young advertising people.” 

                                                                                       12
     Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
     Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On morale

“When people arenʼt having any fun,
they seldom produce good advertising.
Get rid of sad dogs who spread
gloom.”


                                                                                      13
    Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
    Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
On high standards and treating
people well                       


Weʼre looking for gentlemen with ideas in their heads and
fire in their bellies. If you join Ogilvy & Mather, we shall
teach you everything we know about advertising. We shall
pay you well, and do our damndest to make you succeed.
If you show promise, we shall load responsibility on you –
fast. Life in our agency can be very exciting. You will
never be bored. Itʼs tough, but itʼs fun. 


                                                                                         14
       Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe
       Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
ank you
Advertising Lessons 
from David Ogilvy
Excerpted from ʻThe King Of Madison Avenueʼ
by Kenneth Roman

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Ogilvy On Advertising

  • 1. 14 Advertising lessons from David Ogilvy Excerpted from ʻThe King Of Madison Avenueʼ by Kenneth Roman
  • 2. On quality and good taste “Always give your products a first- class ticket through life” 1 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 3. On innovation and ideas “Unless your advertisement is based on a Big Idea, it will pass like a ship in the night.” 2 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 4. On brands “Every advertisement must contribute to the complex symbol that is the brand image.” 3 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 5. On respecting the customer “The consumer is not a moron, she is your wife. Donʼt lie to her. You would not tell lies to your wife. Donʼt tell them to mine.” 4 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 6. On compromise “Compromise has no place in advertising. Whatever you do, go the whole hog” 5 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 7. On the purpose of advertising “When I write an ad, I donʼt want you to tell me you found it ʻCreative.ʼ I want you to find it so persuasive that you buy the product – or buy it more often.” 6 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 8. On showing speculative creative campaigns “We donʼt make love until we are married.” 7 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 9. On advertising that entertains “If you spend your advertising budget entertaining the consumer, you are a bloody fool. Housewives don’t buy a new detergent because the manufacturer told a joke on television last night. They buy it because it promised a benefit. If I could persuade the lunatics to give up their pursuit of awards, I would die happy ” 8 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 10. On knowing vs. opining “You direct response people know what kind of advertising works and what doesn’t work. You know it to the dollar. The general advertising people don’t know. The brand advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity. Why don’t 9 you save them from their follies? ” Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 11. On unconventional hiring “Will any agency hire this man? (referring to himself) He is 38 and unemployed. He dropped out of college. He has been a cook, a salesman and a diplomatist. He knows nothing about marketing and has never written any copy. He professes to be interested in advertising as a career and is ready to go to work for $5,000 a year. I doubt if any agency will hire him. The moral: “It sometimes pays an agency to be imaginative and unorthodox in hiring.” 10 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 12. On recruiting people “Hot creative people don’t come around looking for jobs; they have to be rooted out like truffles, by trained pigs.” 11 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 13. On training “Great hospitals do two things: They look after patients, and they teach young doctors. Ogilvy & Mather does two things: We look after clients, and we teach young advertising people.” 12 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 14. On morale “When people arenʼt having any fun, they seldom produce good advertising. Get rid of sad dogs who spread gloom.” 13 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 15. On high standards and treating people well Weʼre looking for gentlemen with ideas in their heads and fire in their bellies. If you join Ogilvy & Mather, we shall teach you everything we know about advertising. We shall pay you well, and do our damndest to make you succeed. If you show promise, we shall load responsibility on you – fast. Life in our agency can be very exciting. You will never be bored. Itʼs tough, but itʼs fun. 14 Buy The King Of Madison Avenue by Kenneth Roman on Amazon: http://bit.ly/x78xe Join The King of Madison Avenue on Facebook: http://bit.ly/119evw
  • 16. ank you Advertising Lessons from David Ogilvy Excerpted from ʻThe King Of Madison Avenueʼ by Kenneth Roman