Positioning Should Be Decided Before The Advertising

Where People Aren't Having Any Fun, They Seldom Produce Good Work.

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.

The Business Community Wants Remarkable Advertising, But Turns A Cold Shoulder To The Kind Of People Who Can Produce It. That Is Why Most Advertisements Are So Infernally Dull.... Our Business Needs Massive Transfusions Of Talent. And Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

Never Use Jargon Words Like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They Are Hallmarks Of A Pretentious Ass.

I Never Assign A Product To A Writer Unless I Know That He Is Personally Interested In It. Every Time I Have Written A Bad Campaign, It Has Been Because The Product Did Not Interest Me.