It's Not Creative Unless It Sells.

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

Viewers Have A Way Of Remembering The Celebrity While Forgetting The Product. I Did Not Know This When I Paid Eleanor Roosevelt $35,000 To Make A Commercial For Margarine. She Reported That Her Mail Was Equally Divided. "one Half Was Sad Because I Had Damaged My Reputation. The Other Half Was Happy Because I Had Damaged My Reputation." Not One Of My Proudest Memories.

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

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

The Best Leaders Are Apt To Be Found Among Those Executives Who Have A Strong Component Of Unorthodoxy In Their Character. Instead Of Resisting Innovation, They Symbolize It.