People Who Think Well, Write Well

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

Advertising Reflects The Mores Of Society, But It Does Not Influence Them.

If You Can’t Be Brilliant, At Least Be Memorable

Within Every Brand Is A Product, But Not Every Product Is A Brand.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.