Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

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.

The most powerful element in advertising is the truth.

Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.

Our job is to bring the dead facts to life.

The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.