“I am supposed to be the No. 1 creative genius in the whole world, and I don’t even know what the hell the word ‘creativity’ means. But I’m not afraid to tell creative phonies that their commercials are utter nonsense. When I write an ad, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so persuasive that you buy the product — or buy it more often.
If you spend your advertising budget entertaining the consumer, you’re a bloody fool, housewives don’t buy a new detergent because the manufacturer told a joke on television last night. They buy the new detergent because it promises a benefit.”
– Then, eighty year old David Ogilvy in his closing remarks at the 82nd annual meeting of the Association of National Advertisers, October 1991.
The Blake Project Can Help: The Brand Strategy Workshop For Startups
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