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.

Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.

A principle isn't a principle until it costs you something.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

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