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.

If you can’t advertise yourself, what hope do you have of advertising anything else?

I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.

Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images