Ogilvy on Advertising

1. Advertising is about selling, not just creativity

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

Results matter most. Ogilvy emphasizes that the primary purpose of advertising is to sell products or services. While creativity is important, it should never overshadow the ultimate goal of driving sales. Effective advertisements combine artistic elements with persuasive messaging to capture attention and motivate action.

Key elements of successful ads:

• Clear, benefit-driven headlines
• Informative and engaging copy
• Memorable visuals that support the message
• Strong call-to-action

Ogilvy advises against pursuing creativity for its own sake, instead focusing on creating ads that resonate with the target audience and compel them to make a purchase.

2. Research is crucial for effective advertising

"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."

Data-driven decisions. Ogilvy strongly advocates for thorough research as the foundation of successful advertising campaigns. He believes that understanding the product, market, and consumer is essential for creating effective advertisements.

Key areas of research include:

• Product features and benefits
• Competitor analysis
• Consumer behavior and preferences
• Market trends and opportunities

By conducting comprehensive research, advertisers can develop targeted messaging that addresses consumer needs and desires, ultimately leading to more successful campaigns. Ogilvy emphasizes that research should inform every aspect of the advertising process, from strategy development to creative execution.

3. Great ads combine powerful visuals with compelling copy

"On the average, five times as many people read the headline as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money."

Visual-verbal synergy. Ogilvy stresses the importance of creating advertisements that seamlessly blend striking visuals with persuasive copy. He emphasizes that the headline is particularly crucial, as it often determines whether a reader will engage with the rest of the ad.

Elements of effective ad design:

• Eye-catching imagery that supports the message
• Clear, benefit-driven headlines
• Concise and informative body copy
• Strategic use of white space and typography

Ogilvy advises creating ads that tell a story, using both words and images to convey the product's benefits and unique selling proposition. He also emphasizes the importance of simplicity and clarity in design, avoiding cluttered or overly complex layouts that can confuse or overwhelm the viewer.

4. TV commercials require a different approach than print ads

"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think."

Speak the viewer's language. Ogilvy recognizes that television advertising requires a distinct approach compared to print media. He emphasizes the importance of using natural, conversational language and leveraging the power of moving images to create emotional connections with viewers.

Key considerations for effective TV commercials:

• Use simple, everyday language
• Focus on a single, clear message
• Demonstrate the product in action
• Employ storytelling techniques
• Leverage sound and music effectively

Ogilvy advises against overly complex or abstract commercials, instead favoring straightforward demonstrations of product benefits and relatable scenarios that resonate with the target audience.

5. Corporate advertising can shape public perception

"Every advertisement should be thought of as a contribution to the brand image."

Building brand equity. Ogilvy recognizes the power of corporate advertising in shaping public perception and building long-term brand value. He emphasizes that every advertisement contributes to the overall image of a company, and should be carefully crafted to support the desired brand positioning.

Key objectives of corporate advertising:

• Enhance company reputation
• Build trust and credibility
• Differentiate from competitors
• Communicate corporate values and mission

Ogilvy advises companies to develop consistent, long-term corporate advertising strategies that reinforce key messages and build a strong, positive image in the minds of consumers, stakeholders, and the general public.

6. Direct marketing is a powerful tool when used correctly

"The most profitable use of advertising is in direct-response advertisements."

Measurable results. Ogilvy recognizes the unique power of direct marketing to generate immediate, measurable results. He emphasizes the importance of clear calls-to-action, compelling offers, and targeted messaging in creating successful direct marketing campaigns.

Key elements of effective direct marketing:

• Personalized messaging
• Strong, specific offers
• Clear and easy response mechanisms
• Rigorous testing and optimization

Ogilvy advises marketers to leverage the data-driven nature of direct marketing to continually refine and improve their campaigns, focusing on metrics such as response rates, conversion rates, and return on investment.

7. International advertising requires cultural sensitivity

"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think."

Localize, don't globalize. Ogilvy emphasizes the importance of adapting advertising strategies to different cultural contexts when operating internationally. He advises against a one-size-fits-all approach, instead advocating for tailored campaigns that resonate with local audiences.

Considerations for international advertising:

• Language and linguistic nuances
• Cultural values and taboos
• Local customs and traditions
• Regional consumer behaviors and preferences

Ogilvy recommends working with local teams and conducting thorough research to ensure that advertising messages are culturally appropriate and effective in each market.

8. The advertising industry has evolved, but core principles remain

"I doubt if more than one campaign in a hundred contains a big idea."

Timeless fundamentals. While acknowledging the rapid changes in technology and media landscape, Ogilvy argues that the core principles of effective advertising remain constant. He emphasizes the enduring importance of big ideas, clear communication, and a deep understanding of human psychology.

Enduring principles of advertising:

• Focus on consumer benefits
• Clear, compelling messaging
• Strong brand positioning
• Emotional connection with the audience

Ogilvy advises advertisers to stay grounded in these fundamental principles while adapting to new technologies and media channels, ensuring that their campaigns remain effective regardless of the platform or format.

9. Ethical considerations in advertising are paramount

"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."

Honesty builds trust. Ogilvy places a strong emphasis on ethical advertising practices, arguing that honesty and integrity are essential for building long-term brand success. He advises against deceptive or manipulative tactics, instead advocating for truthful, transparent communication with consumers.

Key ethical considerations in advertising:

• Truthful product claims
• Responsible portrayal of social issues
• Respect for consumer privacy
• Clear disclosure of advertising content

Ogilvy believes that ethical advertising not only benefits consumers but also contributes to the long-term success and reputation of brands and the industry as a whole.

10. The future of advertising lies in adaptation and innovation

"The advertisers who will win in the coming decades are those who can establish the most effective collaborative relationships with their clients."

Embrace change. Ogilvy recognizes that the advertising industry is constantly evolving, and emphasizes the importance of adaptability and innovation in staying relevant. He encourages advertisers to embrace new technologies and media channels while remaining grounded in fundamental principles of effective communication.

Key areas for future innovation:

• Data-driven personalization
• Integration of emerging technologies
• Cross-channel campaign coordination
• Enhanced measurement and analytics

Ogilvy advises advertisers to remain curious and open-minded, continually seeking new ways to connect with consumers and deliver value to clients in an ever-changing media landscape.

Last updated: January 22, 2025