The consumer isn't a moron; she is your wife.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

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.

Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?

I have noticed that agencies which are full of fun and ferment seem to create the best advertising. If you are not happy in advertising, for goodness sake find a job in which you would be happy. For as far as I know, we pass this way only once

When people aren't having any fun, they seldom produce good work. Kill the grimness with laughter. Encourage exuberance. Get rid of sad dogs that spread gloom.

Consumers don't think how they feel. They don't say what they think and they don't do what they say.