The Consumer Isn't A Moron; She Is

Advertising People Who Ignore Research Are As Dangerous As Generals Who Ignore Decodes Of Enemy Signals.

Play To Win, But Enjoy The Fun.

Creativity Needs Discipline And Freedom.

Once Upon A Time I Was Riding On The Top Of A First Avenue Bus, When I Heard A Mythical Housewife Say To Another, "molly, My Dear, I Would Have Bought That New Brand Of Toilet Soap If Only They Hadn't Set The Body Copy In Ten Point Garamond." Don't You Believe It. What Really Decides Consumers To Buy Or Not To Buy Is The Content Of Your Advertising, Not Its Form.

Advertising Is The Place Where The Selfish Interests Of The Manufacturer Coincide With The Interests Of Society.