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 have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

Write the way you talk. Naturally.

Sound an alarm! Advertising, not deals, builds brands.