What really decides consumers to buy or not to buy is the content of your advertising, not its form.

I prefer the discipline of knowledge to the anarchy of ignorance.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

Within every brand is a product, but not every product is a brand.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.