Respect the Consumer's Intelligence
CustomersThe customer should be treated as an intelligent individual, avoiding loud or patronizing tones in marketing communications.
Hall of Masters
David Ogilvy
데이비드 오길비
Marketing, brand and copywriting1911-1999
Founder of Ogilvy and Mather, author of Confessions of an Advertising Man
40 records in all
- Principles 9
- Episodes 24
- Quotes 7
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Principles
4 basic records of 9
Principles are our summary of their public statements.
Provide Substance Over Slogans
ContentConsumers are intelligent and want detailed information rather than vapid adjectives or empty slogans.
Supporting quotes
At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
When I write an advertisement, I don't want you to tell me that you find it "creative". I want you to find it so interesting that you buy the product.
The consumer is not a moron, she is your wife.
Source David Ogilvy Wikiquote: David Ogilvy, 1958 (opens in a new tab)
Prioritize Research Over Intuition
MarketingOgilvy emphasizes using scientific research and data to guide creative decisions rather than relying solely on supplier-centric intuition.
Establish Strict Creative Principles
ContentHe believes in creating and enforcing specific rules for content, such as headline length or punctuation, based on proven effectiveness.
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