A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David OgilvyA well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
David OgilvyThe line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.
David Ogilvy