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

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

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.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.