Great marketing only makes a bad product fail faster.

The best ideas come as jokes. Make your thinking as funny as possible.

If you can’t be brilliant, at least be memorable

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

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

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