Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

If you always hire people who are bigger than you are, we shall become a company of giants

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

My motto has always been: Only first class business and that in a first class way