Research can trap you into the past.
Advertising doesn't create a product advantage. It can only convey it.
Advertising is the art of persuasion.
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.
Today's smartest advertising style is tomorrow's corn.
Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.