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

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Encourage innovation. Change is our lifeblood, stagnation our death knell.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

Never write more than two pages on any subject.

I never write fewer than sixteen headlines for a single advertisement.