A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

I prefer the discipline of knowledge to the anarchy of ignorance.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

I admire people with gentle manners who treat other people as human beings.

I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.

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