Encourage innovation. Change is our lifeblood, stagnation our death knell.

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.

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

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 best idea is the simplest.

I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.

Our business is infested with idiots who try to impress by using pretentious jargon.