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

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.

Positioning should be decided before the advertising is created

Ninety-nine percent of advertising doesn't sell much of anything.

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.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.