If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

If you always hire people who are bigger than you are, we shall become a company of giants