Positioning should be decided before the advertising is created

A 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.

If you want ACTION, don’t write. Go and tell the guy what you want.

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.