Don't confuse good taste with the absence of taste.

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.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Today's smartest advertising style is tomorrow's corn.

Imitation can be commercial suicide.

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.

Persuasion is not a science but an art