It's Not Creative Unless It Sells.

Advertising Is Only Evil When It Advertises Evil Things.

It Takes A Big Idea To Attract The Attention Of Consumers And Get Them To Buy Your Product. Unless Your Advertising Contains A Big Idea, It Will Pass Like A Ship In The Night. I Doubt If More Than One Campaign In A Hundred Contains A Big Idea.

Good Products Can Be Sold By Honest Advertising. If You Don't Think The Product Is Good, You Have No Business To Be Advertising It.

Never Use Tricky Or Irrelevant Headlines… People Read Too Fast To Figure Out What You Are Trying To Say.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.