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

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

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 is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

The most powerful element in advertising is the truth.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.