If it doesn’t sell, it isn’t creative.
What's the meaning of this quote?
Quote Meaning: This concise and powerful statement by David Ogilvy cuts to the core of the advertising and creative industries. It challenges the notion that creativity exists solely for artistic or self-expression purposes. Instead, it underscores that true creativity, within the context of marketing and advertising, should ultimately drive sales and deliver tangible results.
Ogilvy's quote serves as a reminder that the primary objective of any advertising campaign or creative endeavor is to persuade and convert potential customers into buyers. No matter how aesthetically pleasing, entertaining, or innovative an advertisement may be, if it fails to achieve this goal by not generating sales or measurable results, it can't be considered truly creative within the realm of advertising.
This perspective challenges advertisers and creatives to balance innovation and artistic expression with a clear focus on effectiveness. It encourages them to craft messages, visuals, and strategies that resonate with the target audience, elicit the desired response, and drive the bottom line. In other words, it aligns creativity with the core purpose of advertising – to sell products or services.
In essence, this quote reminds us that creativity in advertising should not be an end in itself but a means to an end – the end being successful sales and business growth. It highlights the importance of combining artistic vision with strategic thinking, ultimately emphasizing the symbiotic relationship between creativity and commercial success.
Who said the quote?
The quote "If it doesn't sell, it isn't creative." is often attributed to David Ogilvy (Quotes). David Ogilvy was a legendary advertising executive whose principles on effective advertising continue to be studied and applied in the industry.
Chief Editor
Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.
