Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

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

I was doing a campaign once for a manufacturer, and I couldn't think of an ideas, and I was kind of desperate about it. The night before I had to show something to my client I had a dream, an interesting dream. I woke up and for once in my life I wrote it down and went back to sleep Next morning I went to the office and had that dream out into a TV commercial which is still running thirty years after and which has made that particular product the leader in its field.

Encourage innovation. Change is our lifeblood, stagnation our death knell.

You cannot bore people into buying your product - you can only interest them in buying it.

Consumers do not buy products. They buy product benefits.