The most powerful element in advertising is the truth.

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

Research can trap you into the past.

You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

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 this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.