Consumers do not buy products. They buy product benefits.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
Advertising reflects the mores of society, but it does not influence them.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.
Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.