I never write fewer than sixteen headlines for a single advertisement.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.

I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.

Advertising reflects the mores of society, but it does not influence them.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.