Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

In advertising, not to be different is virtually suicidal.

It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.

Imitation can be commercial suicide.

An idea can turn to dust or magic, depending on the talent that rubs against it.

Advertising doesn't create a product advantage. It can only convey it.