I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

Where people aren't having any fun, they seldom produce good work.

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.