True Americanism is practical idealism. Its aims, instead of being materialistic and mechanical, are idealistic to the point of being Utopian. In this way, the U.S. can provide and express ideals that strike a chord in humans everywhere - a declaration of independence on behalf of all the peoples of the world.

Politics is its own world. It is a court and if the king's eye lights on you, you are a powerful figure. If the king's eye wanders elsewhere, you are out, whatever your title.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

Simplicity is all. Simple logic, simple arguments, simple visual images. If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument. There's nothing long-winded about 'Liberté, égalité, fraternité'.

I don’t have to win. I just have to make you lose.

Poetry can't cure cancer, but it can save your life until you die.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.