David Ogilvy was famous for writing pithy little phrases he wanted his agency to live by.
Dubbed Ogilvyisms, here’s some of our favorites:

The consumer is not a moron; she is your wife.

Never write an advertisement you wouldn’t want your own family to read.

Advertise what is unique.

We sell or else.

Big ideas are usually simple ideas.

Every word in the copy must count.

A tight ship is a happy ship, provided it is an informal ship.

If you resign accounts every time you feel like doing so, you will empty your portfolio every year.

Tolerate genius.

I always use my clients’ products. This is not toadyism but elementary good manners.

Some of the best ideas come from account executives and researchers and others. Encourage this, you need all the deas you can get.

Ogilvy & Mather does two things. We look after clients and we teach young advertising people.

Get rid of sad dogs who spread gloom.