Adapt your techniques to an idea, not an idea to your techniques.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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.
The difference between the forgettable and the enduring is artistry.
Advertising doesn't create a product advantage. It can only convey it.