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.

Advertising is the art of persuasion.

Rules are what the artist breaks; the memorable never emerged from a formula.

Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.

Don't confuse good taste with the absence of taste.

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

Persuasion is not a science but an art