Don't Bunt. Aim Out Of The Ball

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.

When You Advertise Fire Extinguishers, Open With The Fire.

Experience Has Taught Me That Advertisers Get The Best Results When They Pay Their Agency A Flat Fee. It Is Unrealistic To Expect Your Agency To Be Impartial When Its Vested Interest Lies Wholly In The Direction Of Increasing Your Commissionable Advertising.

I Have A Theory That The Best Ads Come From Personal Experience. Some Of The Good Ones I Have Done Have Really Come Out Of The Real Experience Of My Life, And Somehow This Has Come Over As True And Valid And Persuasive.

Every Advertisement Should Be Thought Of As A Contribution To The Complex Symbol Which Is The Brand Image.