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.

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.

The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

Our job is to bring the dead facts to life.

Adapt your techniques to an idea, not an idea to your techniques.

Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

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