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

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.

Unless your campaign has a big idea, it will pass like a ship in the night.

The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising

The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.