I warn you against believing that advertising is a science.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Rules are what the artist breaks; the memorable never emerged from a formula.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

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

Properly practiced creativity can make one ad do the work of ten.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.