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

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

If it doesn't sell, it isn't creative.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

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.