Sonia Rhea

“It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.”
― David Ogilvy, Ogilvy on Advertising

“Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss, and be ready to succeed him. Most”
― David Ogilvy, Ogilvy on Advertising

“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”
― David Ogilvy, Ogilvy on Advertising

“It will help you recognize a big idea if you ask yourself five questions: 1 Did it make me gasp when I first saw it? 2 Do I wish I had thought of it myself? 3 Is it unique? 4 Does it fit the strategy to perfection? 5 Could it be used for 30 years? You”
― David Ogilvy, Ogilvy on Advertising