Tell the truth, but make the truth fascinating.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising
Nobody has ever built a brand by imitating somebody else's advertising.
What you say in advertising is more important than how you say it.
The more informative your advertising, the more persuasive it will be.