OGILVY III

How to Build Great Campaigns

1. What you say is more important than how you say it.
2. Unless your campaign is built around a great idea, it will flop.
3. Give the facts.
4. You cannot bore people into buying.
5. Be well-mannered, but don't clown.
6. Make your advertising contemporary.
7. Committees can criticize advertisements, bu tthey cannot write them.
8. If you are lucky enough to write a good advertisement, repeat it until it stops pulling.
9. Never write an advertisement which you wouldn't want your own family to read.
10. The image and the brand.
11. Don't be a copy-cat.