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

Advertising is the art of persuasion.

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.

Creativity is the most practical thing a businessman can employ.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.

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.

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