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

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

If you can’t be brilliant, at least be memorable

Consumers do not buy products. They buy product benefits.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

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

Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.