Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

Tell the truth, but make the truth fascinating.

What you say in advertising is more important than how you say it.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

The secret of long life is double careers. One to about age sixty, then another for the next thirty years.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.