It's not just what you say that stirs people. It's the way that you say it.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Because an appeal makes logical sense is no guarantee that it will work.

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.

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

All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.

Word of mouth is the best medium of all.