I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation." Not one of my proudest memories.

Don't count the people that you reach, reach the people who count

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.