Ogilvy

"“What’s most relevant to me? Talent, Talent, Talent. It’s the bedrock of this agency. It doesn’t matter that talented people are difficult, petulant, opinionated. Without their incandescence we might as well shut the doors and all go home.” Source: Paul Smith, ogilvy.com"

"How involved are you at Ogilvy in the creative process … or the decision making process when working for brands? I like to think of myself as being involved within the indecision making process. What I’m saying is my first job, or the first way to add value is to say: “don’t assume it’s like this, it might be like that.” In other words, that business of satisficing or maximising is a really, really important thing. Saying to people: “okay you’ve been taught as advertising people, tell people to buy this thing because it’s brilliant”, might miss the mark. I would ask what the shit thing is that’s stopping them buying it at the moment. Of course, it may not be that no one’s told them that it’s brilliant, it may be that there’s one fundamental flaw in terms of the whole purchase or decision making process that people find really, really off-putting."

"Here’s plan b: keep your planning function, but don’t attach your advertising to a conventional strategy but to a higher purpose. What we at Ogilvy call a “big ideal”. Dirt is Good. Campaign for Real Beauty. Just Do It."