The best idea is the simplest.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

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

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

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

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.