Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

Positioning should be decided before the advertising is created

I do not regard advertising as entertainment or an art form, but as a medium of information.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

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

Sound an alarm! Advertising, not deals, builds brands.

People who think well, write well