The advertisers who believe in the selling power of jingles have never had to sell anything.

Positioning should be decided before the advertising is created

A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.

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.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

You cannot bore people into buying your product - you can only interest them in buying it.

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.