David Ogilvy, arguably the most influential advertising man in history, died 10 years ago this month. Patricia Sellers of Fortune remembered Ogilvy in Postcards and talked about the seven bits of essential advice he offered to businesses, including the well-known Ogilvy-ism, “Bear in mind that the consumer is not a moron. She is your wife. Do not insult her intelligence.” That one is particularly significant because Ogilvy, a pioneer in many ways, realized early on the immense purchasing power of women and that advertisers who talked down to them, as many did back in the early days, did so at their own peril. He was a class act. If you haven't done so in a while, get up off your ass, go to the bookshelf and crack open Ogilvy On Advertising. You'll be glad you did.
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