Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

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

I never write fewer than sixteen headlines for a single advertisement.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

Where people aren't having any fun, they seldom produce good work.

Positioning should be decided before the advertising is created

You can't save souls in an empty church.