You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

In advertising, not to be different is virtually suicidal.

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

Nobody counts the number of ads you run; they just remember the impression you make.

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.

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.

For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.