It takes a big idea to attract the attention of consumers and get them…

David Ogilvy
141 citations
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
Thought
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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work. ✨ David Ogilvy (2012). The Unpublished … ▶
Encourage innovation. Change is our lifeblood, stagnation our death knell. ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.94, Profile Books
Big ideas are usually simple ideas.
What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
People who think well, write well ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.53, Profile Books

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

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