David Ogilvy

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. ”

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace. ”

The best ideas come as jokes. Make your thinking as funny as possible. ”

The secret of long life is double careers. One to about age sixty, then another for the next thirty years. ”

Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. ”

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. ”

I do not regard advertising as entertainment or an art form, but as a medium of information. ”

If it doesn't sell, it isn't creative. ”

Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom. ”

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. ”