If you think you have a better mousetrap or car, or shirt, or whatever, you've got to tell people.

If it's been done, do it better. If it hasn't been done, do it so well that better is not an option.

Consumers never complain about ads being too smart.

[In 2004] That's how I got a relationship with Steve Jobs. Because I listened really hard to him cause he's the smartest guy I ever worked for.

Steve [Jobs] is unique. There aren't many clients that are like that. You have one guy that you really work for. That's very rare.

Managing brands is going to be more and more about trying to manage everything that your company does.

The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.