People don't buy a new detergent because the manufacturer told a joke on television last night.

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

I do not regard advertising as entertainment or an art form, but as a medium of information.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

Creativity Is a fancy word for the work we have to do by Friday.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.