Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.
Maurice SaatchiNobody has a magic lamp which can tell you in advance whether what you say will be effective in persuading an audience.
Maurice SaatchiIt's my view that human dignity - an attribute which for years has been taken by the Left in British politics - resides in fact in Tory values of independence, individuality and self determination.
Maurice Saatchi