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 will never win fame and fortune unless you invent big ideas.

Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.

A good advertisement is one which sells the product without drawing attention to itself.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.