It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business

Consumers do not buy products. They buy product benefits.

Leaders grasp nettles.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

Compete with the immortals