Wednesday, August 11, 2010

David Ogilvy - Advertising Legend

David Ogilvy is regarded as one of the greatest advertising executives of the last century. During a recent speech, Jonathan Salem used the quotes below to anchor his address. 
"If it doesn't sell, it isn't creative."
"I do not regard advertising as entertainment or an art form, but as a medium of information."
"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image."
"Ninety-nine percent of advertising doesn't sell much of anything."
The basic message is that if advertising does not build a brand or sell more products or services, then it is a waste of money. Each of us has to look at every dollar we spend on advertising, marketing and promotion and ask if that dollar is improving our brand or selling more products or services. If the dollar isn't helping us, we need to cut the expense and move that money to a more productive investment. These can be difficult decisions but if we don't make them and our competitors do, we can suffer in the future. By being proactive and moving the marketing dollar where there is a greater impact, we can be one of the winners.

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