Ogilvy on Advertising

Core Thesis: Advertising principles centered on research, clear positioning, consistent branding, and product-focused messaging drive effective campaigns.

Key Principles

1. Purpose of Advertising

Advertising should convey information with the goal of driving purchases, rather than serving purely as entertainment or artistic expression.

2. Research and Homework

Thorough product and market research is essential before campaign creation. Ogilvy’s methodology included reading extensively, interviewing experts, and analyzing competitor strategies.

3. Positioning

Understanding what a product does and who it targets creates market impact. Examples include Avis positioning itself as the #2 car rental and Volkswagen Beetle appealing to non-conformists.

4. Brand Image

A product’s personality emerges from its name, packaging, price, advertising style, and the product itself. “Every advertisement should contribute to the consistent projection of the brand image,” particularly for highly visible products.

5. The Big Idea

Rare but valuable advertising concepts emerge from an informed unconscious mind. Test ideas by asking: Does it surprise? Is it unique? Does it align with strategy? Can it sustain long-term use?

6. Product as Hero

Make the product central to advertising. “There are no dull products—only dull writers.”

7. Highlight Advantages

Focus messaging on your product’s strengths rather than competitor weaknesses when both offer quality.

8. Repetition Strategy

Successful ads should continue running until effectiveness diminishes, continuously reaching new prospects.

9. Avoid Design by Committee

Individuals and small teams create better than committees, which excel at criticism rather than creation.