Adapt your techniques to an idea, not an idea to your techniques.
I warn you against believing that advertising is a science.
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
The difference between the forgettable and the enduring is artistry.
The most powerful element in advertising is the truth.
Rules are what the artist breaks; the memorable never emerged from a formula.