Advertising is the art of persuasion.

Imitation can be commercial suicide.

We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.

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.

Never do anything yourself that you can hire someone else to do, especially if they can do it better.

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.

You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.