The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Within every brand is a product, but not every product is a brand.

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

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

I admire people with gentle manners who treat other people as human beings.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.