Experience has taught me that advertisers get the best results when th…

David Ogilvy
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get. ✨ … ▶
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. ✨ David Ogilvy (1963). Confessions of an advertising man, Holiday House
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.

Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.

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