If It Doesn't Sell, It Isn't Creative.

Unless Your Campaign Has A Big Idea, It Will Pass Like A Ship In The Night.

Consumers Do Not Buy Products. They Buy Product Benefits.

The Secret Of Long Life Is Double Careers. One To About Age Sixty, Then Another For The Next Thirty Years.

There Is One Catagory Of Advertising Which Is Totally Uncontrolled And Flagrantly Dishonest: The Television Commercials For Candidates In Presidential Elections.

What Is A Good Advertisement? An Advertisement Which Pleases You Because Of Its Style, Or An Advertisement Which Sells The Most? They Are Seldom The Same.