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

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.

What you learn is more important than what you earn.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response