Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

My motto has always been: Only first class business and that in a first class way

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

A good advertisement is one which sells the product without drawing attention to itself.

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.

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.