Creativity needs discipline and freedom.

Nobody has ever built a brand by imitating somebody else's advertising.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.

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

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

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

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.