The best ideas come as jokes. Make your thinking as funny as possible.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

It is the inescapable duty of management to fire incompetent people.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.