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

Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

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

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

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.

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.