Ogilvy on Advertising

Very few advertisements are read by more than one reader in 20. I conclude that editors communicate better than admen.

He did, however, leave behind an aphorism which appeals to the present generation at Young & Rubicam: resist the usual. Or, as his copy chief Roy Whittier put it, ‘In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same.’