If it doesn't sell, it isn't creative.

I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.

Unless your campaign has a big idea, it will pass like a ship in the night.

I have noticed that agencies which are full of fun and ferment seem to create the best advertising. If you are not happy in advertising, for goodness sake find a job in which you would be happy. For as far as I know, we pass this way only once

Never stop testing, and your advertising will never stop improving.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

Supposing you've got an acute appendicitis. You've got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation - or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct?